The Construction Of Image And Discourse Legalization

"Family planning" is a special kind of political propaganda theme.On the one hand,it carries the new knowledge of reproductive health,on the other hand,it has a strong political nature.It not only conveys the message of the era,but also conveys rich cultural symbolic significance.Based on the specific historical context of different periods since the founding of China,this paper takes family planning posters,brochures,popular science posters and other images as the research object,and uses visual rhetoric as an analysis tool to investigate how family planning posters construct the legitimacy of family planning discourse and present the concept of family planning discourse from the perspective of image practice,and track the changes of mainstream ideology and values of fertility topics.The position of this paper is that fertility is not an isolated knowledge and truth,but is linked with multiple factors such as science,politics,economy and culture.Only by understanding the family planning propaganda in the context of social history can we comprehensively examine its significance.From the perspective of "iconic politics",posters are the visual embodiment of political significance and reproduce the political situation.They also contain political attributes and ethics.The legalization and justification of discourse is a process of interpretation and proof,which is the premise of effective publicity.There are four levels of rationalization: language objectification,primary theoretical premise,interpretative theory and symbolic world.Obviously,the official discourse framework dominates the interpretation of family planning policies and events.Therefore,from the perspective of visual rhetoric,this study investigates the legalization construction and strategy of family planning discourse around "visual form-visual discourse-Visual Culture".At the visual form level,family planning posters use specific visual elements to reproduce the image of a prosperous,strong,harmonious and prosperous country,establish the legitimacy of the new regime on the visual level,and become the basis for the legalization of family planning discourse.At the level of visual discourse,the connotation of visual discourse of family planning posters is diverse,the most prominent of which are welfare discourse,patriotic discourse and honor discourse at the national level;New knowledge discourse of health,eugenics discourse and scientific discourse at the scientific level;The model discourse at the gender level,the discourse of women’s Liberation and the discourse of changing customs.At the visual cultural level,the significance of family planning has experienced an emotional shift from national needs to individual happiness,reposing the national ideal of the country from a large industrial and agricultural country to a powerful industrial and agricultural country,promoting the development of gender equality and women’s liberation,cultivating a new type of marriage concept and family structure in line with the times,and reflecting the modern changes of political propaganda concept,aesthetic concept and fertility concept.