Semiotic Analysis of Image #2

First off, the image has three separate sections of red and yellow: at the very top, in the characters on the bottom, and right in the middle on the soldier’s collar. Not only does this structure our vision, but it signifies China, specifically the Chinese flag. Barthes (and Rose) would argue that this is a metonymic relationship, since the flag stands in for China, as do red and yellow. The winding road in the background seems to represent the Great Wall of China as well, which has become an iconic symbol of China.

The soldier himself symbolizes masculinity and toughness, and these qualities are enhanced by his erect pose. He’s staring not at “us,” but just above eye-level, suggesting that he is battle-ready. To use a soldier and all masculine qualities therein, the image implies that China can be protected by these tough, masculine soldiers. Since he’s also wearing the colors of the Chinese flag, placed against a typically Chinese background, and wears an expression of pride, it also signifies that China itself is made up of these kinds of men (qualities?).

Related to the previous paragraph, the image as a whole stands in for our “Westernized” image of China, because it plays on what we expect to see. In some sense, it is the “myth” of China: red and yellow, Chinese characters, the Great Wall, beautiful birds, pagodas, etc. All of these symbols contribute to the iconic status (in our culture) of the Orient; that is, we associate these things with Chinese culture and China in general. Thus, the poster in its entirety suggests the Non-Western, delivering a myth of strength and the exotic. Perhaps we might call it strength in the exotic?

Since Rose argues (and I’ve agreed with this for quite some time now) that we need to consider how an image makes meaning for its intended viewers, I’ll speculate on that point for a bit. Mostly, I’d say everything stays the same, except that the “myth” of this image changes. Instead of signifying the Non-Western or the exotic, for the Chinese, it probably signifies strength and power through the symbol of the man on the poster. His expression, stature, and size – as well as the gun he carries – suggest this. Further, the image might also suggest that China is full of men, or that the future of China lies in its men, since this masculine image dominates the photo (as it may dominate the culture as well). If you’re a male viewer, you, too, can join the army and protect China (which, I think I’ve heard, is referred to as female? Not sure on this one). In short, though, the myth of this image for Chinese viewers is likely one of male dominance and power, as well as strength.

Together, these readings reinforce the masculinity of the armed forces in general; regardless of nation or culture, viewers expect to see male soldiers, since they're universally seen as more powerful and protective. Soldiers are also tough, aloof (as this man is), and imperturbable, which in turn comprise the iconic status of a soldier in general. All of these elements reinforce the dominant myth of masculinity, whether in China or in Western society.

Maybe I'll think of more later. If I do, I'll post!