On the Medium Characteristics and Significations of Posters and Slogans
From the perspective of semiotics and media theory,posters and slogans are not only language symbols,but also cannot be generally regarded as the content of linguistic form.They themselves are different types of medium,so they also have their own medium characteristics and referential mechanism.Slogans organize the participation of"paralinguistic"and nonverbal symbols to produce a ceremonial space for the meaning sharing dominated by audition."Physical"is the fundamental characteristic of posters different from general writing medium such as words written on paper and printed materials.The text form of"Physical"also determines that the text structure of the posters contains two symbolic dimensions of"language"and"image".After extensive practice and rich accumulation,posters have three levels of media meaning in the communication pattern of contemporary China"intermediary"or"intermediary agency",technical and material forms,media and cultural system.
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