（本文发表于《震旦学刊》2024年第二期）
Cultural Tourism Slogans in the Perspective of Cultural Carnival
–Taking the “shouting” publicity slogans of China’s cultural tourism official media in early 2024 as an example
郑哲（安阳师范学院）
Abstract: Cultural and tourism slogans are the cultural symbols of a city and play an important role in promoting the city. This paper focuses on the examination and analysis of the “shouting mike”-style publicity slogans of Chinese cultural and tourism official media at the beginning of 2024, and proposes that these “shouting mike”-style publicity slogans in the view of cultural revelry liberate people from the official tone of seriousness, highlight the cultural characteristics of each place, and respond to the psychological needs of the audience. It is proposed that in the view of cultural carnival, this kind of “shouting” propaganda language frees people from the solemn official tone, highlights the cultural characteristics of each place and responds to the psychological needs of the audience, and creates a good and open public language landscape.
Keywords: culture and tourism propaganda language; cultural carnival; local characteristics; psychological needs.
- Introduction
Tourism is a strategic pillar industry of the national economy, and a prosperous culture and tourism industry has an obvious role to play in driving the steady and healthy development of the economy, and it can also greatly help to realize the people’s aspirations for a better life. China’s “14th Five-Year” Tourism Development Plan points out that during the “14th Five-Year” period, China will fully enter the era of mass tourism, and the development of the tourism industry is still in a period of important strategic opportunities. Against this backdrop, building a city’s cultural and tourism brand has become an important part of the competition between cities. The most striking question is “how to write the slogan of cultural tourism”, because it is not only a high degree of condensation of local characteristics and culture of cultural tourism, but also represents the business card of a city’s cultural tourism to a certain extent. 2024, at the beginning of the year, the cultural tourism of all parts of China in the context of the national strategy of the “14th Five-Year Plan”. At the beginning of the year 2024, China’s cultural tourism in the “14th Five-Year Plan” national strategy background, based on the branding function of the publicity language, began a full swing “shouting” style cultural tourism publicity language creation and dissemination, produced a series of “broken circle” effect, and this is not only the national demand and development, but also the development of cultural tourism in China. Not only is the country’s needs and development, but also to a certain extent highlights China’s current carnival, mass cultural ecology.
Introduction to the Theory of Cultural Carnival
The concept of “carnival” originated from Bakhtin, whose logical framework starts from the specific festival of carnival and penetrates into various fields, gradually getting rid of specific rituals and becoming a cultural form and a world feeling. According to him, “carnivalization”, “rejoices in the evolution of change, in the fact that everything becomes relative, and is opposed to that one-sided and severe officialism of conformity, which arises from fear, from the dogma of respect and change, and which always tries to absolutize the status quo of life and the status quo of the social system. It is from this solemn officialism that the carnivalesque world feeling liberates people.” As such, it contains a vibrant energy that subverts hierarchy and opposes rigidity, and implies an interactive back and forth between change and renewal. In it, strange and absurd images abound, while the mainstream, official and orthodox parts are depreciated; jokes are made about the yellow bells or the masculine and the white snow, which are degraded; “the things of the utopian ideal and the realities are temporarily fused together in this overwhelming feeling of the carnival world” , and the carnival, if it loses the ideals, will wither and die, it provides a key to the future of imagination, making the future in the imagination in a state of mutability, unfinished, and intertwined with the reality of the present in many ways.
In this paper, we take the publicity slogans of the official media of culture and tourism in 2024 as an example to study the characterization of “cultural frenzy” embodied in this kind of “shouting” publicity slogans.
3.The “Shouting Ceremony”-style publicity slogans of Chinese cultural and tourism official media at the beginning of 2024
At the beginning of 2024, with the fire of Harbin tourism, Harbin culture and tourism took the lead in “shouting”: my name is Ha, drink ah ha, all over the world, who all praise, ice and snow out of slippery, say thousands of miles of rivers and mountains shouting the best; my name is Ha, sprinkle snowflakes, my flowers after the opening of a hundred flowers to kill, ten thousand miles of snow is the king of the bomb, I praised the love of the hair together! Subsequently all over the cultural and tourism departments have to make every effort to “shouting” publicity, the most attention then Shandong, Henan two places: “Your name is East, Eastern Province, your side of the crunchy cold; my name is East, the big Shandong, our side is very loud clear; East, East, ginseng sable and antler; East, the big Shandong, Yellow River Taishan and three holes …… “Henan” I surnamed river, drink goose river, like a moth on fire, famous across the wasted, this work and fame I deprived!” This has triggered a series of follow-up effects, such as Fujian’s “swinging style shouting” – “My surname is Fu, Hu, Fu Fu, Hu Hu? …… Forget it, get off work!” Another kind of magical performance art – “nonsense literature” – has also become popular, initiated by the Cultural Tourism Hunan. Its video posted a tongue twister: “Hunan is the only province in China called Hunan, the only province that is simply called ‘Xiang’. According to statistics, Hunan is not only the place with the largest number of Hunanese people in the country, but also the only place in the world where the climate type overlaps exactly with Hunan’s climate.” The list goes on and on.
British translator Newmark categorizes bulletins, instructions, propaganda, announcements and popular literature as vocative texts (Newmark 2001:40). Obviously, the “shouting” of the official media of culture and tourism will inevitably have the function of appealing to attract the public to travel. From the above examples, it is not difficult to see the characteristics of local culture and tourism, such as Harbin’s “thousands of miles of ice, ten thousand miles of snow”, Shandong’s “saints of landscape”, Fujian’s derision of its accent, and even Hunan, where the content of the “shouting” is unimportant. “The content is not important, the important thing is the cultural tourism “shouting” form of public appeal.
Fourth, carnival: the cultural and tourism official media “shouting” type of propaganda language of the deeper implications
If Harbin’s “my last name is Ha” is still a “paragraph” type of flirtation, all over the “my last name is X” such as spring sprung up, forming a kind of culture and tourism official media “Shouting” type of momentum, it has been upgraded from the initial paragraph to a universal participation, influential and meaningful with a “cultural carnival” nature of the cultural and tourism events, or social events.
For the official media, with this funny and interesting propaganda language, abandoning the traditional value dimension of the yellow bells and dalu, upright and serious, overcoming the seriousness of the sacred, facing the aesthetic needs of the public, to create a “shouting” cultural tourism propaganda language, on the one hand, they are from the perspective of the concept of the big time and space and the overall development of culture, see the On the one hand, they see the unfinished nature of human social life from the perspective of the concept of time and space and the overall cultural development, so they actively metabolize the previous cultural forms. On the other hand, in this metabolism and renewal, this funny and interesting form of literature “symbolically” overcomes seriousness, “nipping all seriousness in the bud,” and thus embodies a joyful and bright spirit. Breaking down limited seriousness and liberating consciousness, thought and imagination for new possibilities is, in essence, a manifestation of cultural self-confidence.
When we open the comments section of the official media of culture and tourism, the comment with the most likes is: “The world has finally become a madman the way I like it”, for the audience, the first thing they feel is that the “madness” here does not only refer to the experience of madness at the emotional level, but is also a kind of temporary freedom from all kinds of problems, which is a kind of temporary freedom from all kinds of problems. In essence, it is a sense of freedom that releases human nature by temporarily getting rid of all pressures and constraints, a kind of psychological energy that inverts the top and bottom of the hierarchy, and equalizes the position of superiority and inferiority of all people. It is only when a person’s natural nature is restored, and he is free to do as he pleases without fear, that he can laugh. Although this experience is short-lived and utopian in color, it is a clear manifestation of man’s desire and pursuit of an ideal world of freedom and equality, and a hope for the return of human nature. Early human beings in the stage of ignorance could not have the consciousness of freedom and equality, and the low productivity of the society could not provide a humane living environment, but all human beings are born with the desire to be free from suppression, without restriction, and to live freely and painfully with an intrinsic impulse of life. With the improvement of social civilization and the awakening of human self-consciousness, the pursuit of freedom and equality is bound to become stronger and stronger. It is also due to the pursuit of the free development of human nature, human life has aesthetic significance.
In this mode of propaganda and communication, not only does it take care of the public’s cultural psychology and cultural values, but it also creates a good and open public language landscape to a certain extent. This kind of “shouting” publicity language is a real miscellaneous language phenomenon. For example, the Shandong Cultural and Tourism Bureau’s “Your name is East, Three Eastern Provinces, your side is cold; my name is East, Great Shandong, our side is very loud and clear; East, Three Eastern Provinces, ginseng, sable and deer antler; East, Great Shandong, Yellow River, Mount Tai and the three holes …….” First of all, the “Three Eastern Provinces” style of publicity slogan is a real-life miscellaneous language phenomenon. First of all, the “Three Eastern Provinces” and “Shandong” are not names, not to mention the surname, and “shouting” type of propaganda directly to the “Three Eastern Provinces”, “Shandong”, “Shandong”, “Shandong”, “Shandong”, “Shandong”, “Shandong”, “Shandong”, “Shandong”, “Shandong”, “Shandong”, “Shandong”, “Shandong” and “Shandong”. “Shandong”, or any other province as a person, disassembled into “surname” and “first name”. Secondly, “Three Eastern Provinces” is the abbreviation of the three northeastern provinces (Heilongjiang, Jilin, and Liaoning), which is not in juxtaposition with the single province of Shandong, but in the “Shouting Mai” style of propaganda, “Three Eastern Provinces” and “Shandong” are used. However, in the “shouting” style of propaganda, “Three Eastern Provinces” and “Shandong” are engaged in “equal dialog”. In the end, “Ga Ga Cold” is a daily colloquialism or dialect of Northeast China, and “Rang Qing” is a literary term from Lao She’s “Winter in Jinan”, embarking on a path of “communication”. The “Shouting Mai” style of publicity started in Harbin, one of the three eastern provinces, and then worked in Shandong, first becoming “you”, then introducing “me”, and using a witty and humorous way to show the geographical, climatic and cultural differences between Shandong and the northeast. The geographical, climatic and cultural differences between Shandong and Northeast China are shown in a witty and humorous way. At the same time, netizens also asked in the comment section “Q: Why isn’t Shandong surnamed Shan? A: Shandong people love to use inverted sentences”, “my surname is Dong” vividly presents the expression habits of Shandong people – inverted. Therefore, this “shouting” propaganda slogan is an unusual synthesis of various languages (colloquialisms, dialects, jargon, literary vocabulary), various techniques (metaphor, contrast, flirtation, humor), etc., which gives it a double directionality and a great symbolic generalization power.
Conclusion
The cultural tourism market is changing rapidly and is facing an unprecedented change. The cultural tourism market is no longer the traditional “competition for attractions”, but has been upgraded to a competition for the “attraction economy”. The cultural tourism official media “shouting” type propaganda fun and interesting behind the cultural carnival behind the individual temporarily, symbolically beyond the real life due to social status, economic income, cultural level of high and low barriers and obstacles formed, is “alone as much fun as all the fun! It is the happiness of “one’s happiness is not as good as the happiness of all”. Culture and tourism prosperity competition bloom, and poetic common faraway places. When the culture and tourism market accelerated warming, when the people’s growing need for a better life continue to be satisfied, we should be more innovative culture and tourism to lead the tourism, so that the new era of culture and tourism in-depth integration, and more future.
Bibliography：
Bakhtin, The Complete Works of Bakhtin – Volume 5, Shijiazhuang: Hebei Education Press, 1998, pp. 223-224.
Bakhtin, The Complete Works of Bakhtin – Volume 6, Shijiazhuang: Hebei Education Publishing House, 1998, p. 12.
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