This study focuses on the role of visual resources in constructing the brand identity of Chinese universities. By drawing on the theoretical concept of corporate visual identity (CVI), this study analyzed universities' logos and typography of names from the social semiotic approach. Nine elite Chinese universities were selected as the corpus to…

This study focuses on the visual symbolic features of the Goguryeo tomb murals in Ji'an and their application value in modern art education. It aims to explore innovative pathways for cultural symbols in educational transformation. Created between the 4th and 7th centuries, the Ji'an Goguryeo murals showcase the religious beliefs, social…

Affluent in semiotic resources and containing great communicability, Chinese university emblems have yet to attract much academic research. Drawing on studies of social semiotics, typographic landscaping and multimodal concepts, this paper explores the linguistic and social dimension of meaning-making practice and the entanglement of Chinese and…

Language teachers in China often use picturebooks as complimentary teaching materials to standard textbooks for language instruction. However, research shows that current applications of picturebooks in Chinese English as a foreign language (EFL) classrooms mainly focus on helping students develop linguistic competence, with little attention on…

Textbooks use images, in addition to text, for delivering knowledge, thereby convey attitudes and values of students including those on gender bias. The gender bias presented in textbook images affects in subtle ways the students' learning outcomes, career choices, and how they perceive science. However, prior research has relied on explicit…

The world is familiar with Chinese wine but neglects its attractive partner, Thumb Fight ([foreign characters omitted]). The Thumb Fight is a precious traditional Chinese drinking game. However, its rare research still focuses on its history, not the translation process during its dynamic playing logic. The semiotic is access to logic from…

Chinatowns in Canada and the United States are marked by cultural hybridity, where the translation of various types, verbal and non-verbal, takes place to produce distinct urban meanings. On the basis of an ethnographic observation, this article reveals the role of translation in the signification and imagination of Chinatowns. Cultural diaspora…

A region's identity is closely related to its semiotic landscape as well as history, economy and culture. This article explores the linguistic landscape of Jianghan Road, a historical business centre in Wuhan, P. R. China, by photographing and analysing 1308 official and unofficial signs in order to provide a snapshot of language choice and…

In the field of educational sociolinguistics there is a body of literature with a focus on children in complementary schooling. While timely, such work often does not often pay much attention to the parents who frequent the school setting, preferring to focus on the interactions between children. This paper addresses this absence by reporting on a…

This research is part of the "Ancient Xuzhou Houses in China: Cultural Memory, Symbol and Process Reconstruction in the Context of Rural Revitalization" project. Traditional houses contain a large amount of cultural value, literacy role, and historical memory. In order to sort out the transfer process more clearly between memory and…

The aim of this paper is to advance an understanding of power in linguistic landscape research. After setting out and discussing the concepts of 'power over', 'power to' and 'power through', we present a case study of Chinese semiotic assemblages in the Australian regional city of Bendigo. Our research includes ethnographic details of the…

Drawing from Darvin and Norton's (2015) investment model, this study investigates ethnic Tibetan students' multilingual practice and its influence on these students' ethnic identity construction at an interior university in People's Republic of China (PRC). Based on multiple data sources, findings from this study indicate that Tibetan students…

This paper presents a comparative analysis investigating how cultural values are represented in two sets of widely used Chinese as a second language (CSL) textbooks published in mainland China (New Practical Chinese Reader, NPCR) and the US (Integrated Chinese, IC) respectively. Using an integrated critical social semiotic approach, we examined…

In this paper, we present a research approach that makes visible how young children in Chinese immigrant families muster their multilingual, multimodal and multisemiotic repertoires as they interact with distant family and friends on social media. The approach brings multimodal social semiotics into conversation with translanguaging to…

This paper analyzes a promotional video of the Chinese city of Hangzhou from the perspective of multimodal discourse analysis informed by Systemic Functional Linguistics. By drawing on Visual Grammar as well as frameworks of intersemiotic complementarity, the paper examines how various semiotic resources, namely, the visual, audio and verbal,…