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To understand the change of Chinese culture in the process of globalization is central in Chinese Study today. The book takes as its point of departure the claim that by regarding culture as discursive TEXT, it is both effective and constructive in understanding cultural representations. By synthesizing relevant theories in socio-cultural studies, the book conceptualizes its image-based multimodal semiological case study approach, provides a detailed study of the roles of the visual in traditional Chinese culture, examines the transformations of semiotic representations in cityscapes and language use in public places of city life in China's globalization, and argues that the transformed semiotic representations such as the "re-culturalized" use of English language and "foreign" artifacts constitute and communicate the transformed ideology and "glocal" identity in the new discourse of Chinese culture. Therefore the book should be especially useful to researchers and students in the fields of Chinese socio-cultural studies, semiotic study, visual discourse, or anyone else fascinated by China s traditional visual culture and its vigor in the era of globalization.
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