scholarly journals China’s ‘CivilOlympic’ Performances and (Re)gained Global Visibility Fantasising about a New Brand China through Olympic Public Service Announcements

2021 ◽  
Author(s):  
Giovanna Puppin
Keyword(s):  
Public Service ◽  
Public Service Announcements ◽  
Ordinary People ◽  
Semiotic Analysis ◽  
Award Winning ◽  
Theatrical Performance ◽  
Beijing Opera ◽  
High Degree

This article investigates how China fantasised about itself and the Beijing 2008 Olympics through the award-winning TV public service announcements (PSAs) of the Beijing Opera Series, with a focus on visibility. By drawing on theories of the spectacle, I perform a semiotic analysis of the most recurrent signs, organising them according to the main themes that emerge. The theatre stage – which represents the Olympic stage – is closely linked to China’s dream of owning the Games and its desire for global visibility. The performance includes the theatrical performance of the Beijing Opera and the performance of civilisation, which semiotically over-determines the Games. The protagonists include famous actors and roles of Beijing Opera (i.e. Dan, who is an anthropomorphic metaphor for China), as well as ordinary people, who are extraordinary for their high degree of civilisation. The spectators, especially through the intradiegetic presence of a Western male Other, validate the country’s performative success and confirm its achieved global visibility.

scholarly journals SEMIOTIC ANALYSIS OF SOCIAL POSTERS ON CIGARETTE ADDICTION

2021 ◽  
Vol 10 (87) ◽  
Keyword(s):  
Public Service ◽  
Public Service Announcements ◽  
Semiotic Analysis ◽  
Social Content ◽  
New Methods ◽  
Governmental Organizations ◽  
Non Governmental Organizations ◽  
Raising Awareness ◽  
Smoking Addiction ◽  
Day By Day

Cigarette, which has 1.1 billion users globally, constitutes an important social health problem in Turkey and in the world and continues to find new addicts day by day. Worldwide, one person dies from smoking-related diseases every 4.5 seconds. In addition, more than 600,000 non-smokers die each year due to passive smoking. Many levels of government and non-governmental organizations carry out various studies and seek new methods to find a solution to this global problem. One of these methods is public service announcements and posters with social content, which are an important mass media tool. Social posters, which transform various persuasion methods into visual codes, are effective in raising awareness in societies with their striking and informative features in the context of health communication. Since posters with social content convey many implicit meanings with the literary and visual indicators they contain, the semiotic method is of great importance in the analysis of these meanings. In this research, samples of anti-smoking posters with social content, in which visual codes are intense, were examined and the connotations of the indicators in these posters were revealed. As a result of the examinations, it has been observed that fear-based persuasion methods are generally used in preventing smoking addiction and creating behavior change. As a result, it has been seen that the examined posters have many deep meanings that are overlooked at first glance. Keywords: Smoking addiction, social posters, social responsibility, semiotic analysis

scholarly journals The influence of PSA's likeability on children’s intentions to eat healthy food

2021 ◽  
Author(s):  
Valentina Nicolini ◽  
Fabio Cassia
Keyword(s):  
Public Service ◽  
Structural Equation ◽  
Positive Emotions ◽  
Fruits And Vegetables ◽  
Public Service Announcements ◽  
Behavioural Intention ◽  
Equation Modeling ◽  
Suggested Model ◽  
Non Profit ◽  
Social Messages

AbstractThis paper suggests a model that considers the effects of the children’s attitude toward Public Service Announcements—PSAs (measured through the likeability of PSAs) on their behavioural intention to eat fruits and vegetables. The suggested model was tested through an empirical analysis conducted with children aged 8 to 11 and the data were analysed through partial least squares – structural equation modeling (PLS-SEM) multigroup analysis. The findings indicate that the positive emotions PSAs generate and PSA credibility mediate the effects of the children’s perceived likeability of PSAs on their behavioural intention to eat fruits and vegetables. Overall, understanding the connections between PSA likeability, positive emotions, PSA credibility and behavioural intentions can facilitate the development of further social advertisements aimed at children covering healthy eating. Therefore, the findings of this study are relevant for non-profit organizations, government institutions and advertisers interested in creating effective social messages aimed at children.

Pro-anorexia/bulimia censorship and public service announcements: the price of controlling women

2015 ◽  
Vol 37 (8) ◽  
pp. 1158-1175 ◽  
Author(s):  
Nicole Danielle Schott ◽  
Debra Langan
Keyword(s):  
Public Service ◽  
Public Service Announcements

Effects of HIV/AIDS Public Service Announcements On Attitude and Behavior: Interplay of Perceived Threat and Self-Efficacy

2014 ◽  
Vol 42 (5) ◽  
pp. 799-809 ◽  
Author(s):  
Jueman (Mandy) Zhang ◽  
Di Zhang ◽  
T. Makana Chock
Keyword(s):  
Condom Use ◽  
Public Service ◽  
Self Efficacy ◽  
Positive Attitude ◽  
The United States ◽  
Public Service Announcements ◽  
Perceived Threat ◽  
Perceived Susceptibility ◽  
And Behavior ◽  
Hiv Aids

We examined how perceived threat affected attitude and behavior toward condom use with main and nonmain partners, among at-risk young adults with varying levels of self-efficacy. Participants were 170 heterosexually active, single students at a northeastern university in the United States. Exposure to HIV/AIDS public service announcements was found to increase perceived susceptibility, which facilitated a positive attitude toward condom use with main partners but not with nonmain partners. High self-efficacy promoted a positive attitude toward condom use with main partners, and condom use with main and nonmain partners. The interaction effects revealed that high, compared to low, self-efficacy motivated more condom use with main and nonmain partners when perceived susceptibility was lower.

Double exposure: a critical study of preservice teachers’ multimodal public service announcements

2012 ◽  
Vol 1 (1) ◽  
Author(s):  
Peggy Albers
Keyword(s):  
Preservice Teachers ◽  
Public Service ◽  
Teaching And Learning ◽  
New Literacies ◽  
Social Issues ◽  
Relevant Information ◽  
Public Service Announcements ◽  
Critical Study ◽  
Visual Discourse ◽  
The Media

AbstractAlthough a great deal of work has been done on the significance of new literacies in ELA teaching and learning, much less has been done on the area of analyzing critically the media that comprise digital projects created by textmakers. Composing with new literacies in mind requires that textmakers locate relevant information, design with particular media in mind that will convey their message, as well as anticipate what the viewer may want to see. However, with nearly unlimited access to images through various search engines, textmakers may be choosing images of convenience rather than content. In her work with preservice teachers, Albers invited them to create Public Service Announcements (PSAs) in response to social issues they saw at play in contemporary and classic literature. Framed in critical multimodal theory, Albers draws upon visual grammar and visual discourse analysis to analyze PSAs to understand how modal choices make visible stable and commonplace assumptions about adolescents, the intended audience for these PSAs.

The Influence of Online Comments on Perceptions of Antimarijuana Public Service Announcements on YouTube

2010 ◽  
Vol 36 (4) ◽  
pp. 469-492 ◽  
Author(s):  
Joseph B. Walther ◽  
David DeAndrea ◽  
Jinsuk Kim ◽  
James C. Anthony
Keyword(s):  
Public Service ◽  
Public Service Announcements ◽  
Online Comments
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