Visual representation of patriotism: a case study of Chinese national education television advertisements in Hong Kong

摘要

This study analyses the ideological meanings of select visual images in Hong Kong's national anthem TV announcements in the public interest (API) series One Home and One Country', which aimed to promote patriotism and enhance nationalism among Hong Kong people after 1997. Using semiology, the author decodes all the visual content and technical aspects of the four series that were broadcast between 2004 and 2007. Through content analysis, he examines the embedded messages by counting and analysing the frequency of the signified meanings of the visual elements, which are highly selective and depoliticised to reinforce re-sinicisation. The series intentionally displayed the visual spectacles of a modernised China, traditional values and culture, and national achievement. By minimising the presence of political elements, the Hong Kong SAR government branded and built a positive image of the People's Republic of China and encouraged Hong Kong people to unconsciously accept their national identity and pride.