"Hello Xiao Ping": Buzzwords As Slogans And The Construction Of The Discourse Of Reform And Opening-up

On October 1,1984,during the National Day parade,a slogan with "Hello Xiao Ping" suddenly appeared in the parade of college students,and within a short period of time,it resonated strongly with people from all walks of life,becoming the most distinctive collective memory of reform and opening up.To this day,this slogan still appears frequently in the propaganda discourse of the mainstream media,to the extent that any news images commemorating Deng Xiaoping will inevitably show contents associated with "Hello Xiao Ping",and its status in the propaganda discourse of reform and opening up is evident.Moreover,this slogan also set a model for the image building and propaganda of Chinese leaders,and directly influenced the news coverage pattern of subsequent leaders.Based on frame theory and discourse analysis theory,this paper summarizes the news texts containing or involving "Hello Xiao Ping" in People's Daily from 1984 to2020,identifies the production frame of "Hello Xiao Ping"-type news based on Zang Guoren's three-layer frame theory,and sorts out the evolution process of the official media reports incorporating this slogan and its derivative discourse.The paper identifies the production framework of " Hello Xiao Ping "-type news based on Zang Guoren's three-tier framework theory,and sorts out the evolution of the slogan and its derivative vocabulary in official media reports.The paper argues that the changes in the production framework of "Xiaoping greetings"-type news in different periods were not only to adapt to the changes in social environment and news subjects,but also to serve the legitimacy construction of the CPC in different historical periods.The popularity of the slogan "Hello Xiao Ping" is not only due to Deng Xiaoping's own beloved image as a leader,but also to the valuable political legacy he left behind.By analyzing the connection between the slogan "Hello Xiao Ping" and Deng's political legacy,this paper argues that this slogan has effectively strengthened the positive connection between Deng's personal image and the reform and opening-up,and the fact that it has been repeatedly mentioned over the decades reflects the social changes in the last forty years of reform and opening-up.