Publishing Journal ›› 2022, Vol. 30 ›› Issue (6): 117-.

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The Visual Discourse Rhetoric of the Image of the Communist Party of China in
Wartime ：Centered on The Jin-Cha-Ji Pictorial

  

  1. School of Literature， Journalism & Communication， South-Central Minzu University，Wuhan，
    430074
  • Online:2022-11-15 Published:2022-12-05

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Abstract:

During the Anti-Japanese War， the Jin-Cha-Ji Pictorial， sponsored by the General
Political Department of the Jin-Cha-Ji Base Area Military Region， used photos， texts， etc.
to effectively shape the image and record the history of the Communist Party of China （CPC).
Through historical narrative of three major themes of war， revolution and life， it created the
image of CPC as“the victor in the war zone behind enemy lines”，“the builder of democratic
politics”and“the participant in production and life”. From the perspective of visual discourse
rhetoric， this kind of construction is embodied in dynamic image narrative， space-time processing
of the combination of the virtual and the real， iconic visual symbols， and diverse visual rhetoric.
The Pictorial’s politicized practice of visual images enhanced and even magnified the CPC’s
political influence and recognition both at home and abroad. It fulfilled its media responsibilities
for the CPC’s efforts to achieve political legitimacy， played a role in publicity and cohesion， and
provided an ideological“image paradigm”， which was different from popular leisure pictorials， for
the newspaper publishing after the founding of People’s Republic of China.

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