Author(s)

Yan Jin ¹, Xiaofeng Liang ¹

Affiliation(s)

¹ School of Media and Design, Xi'an Peihua University, Xi'an, Shaanxi, 710125, China

Corresponding Author

Xiaofeng Liang

ABSTRACT

Taking Hunan Television's music variety programme The Sound of Life as its subject, this study employs multimodal discourse analysis to examine the programme's communication strategies in constructing cultural identity. It explores these strategies through multiple modal symbolic systems including language, imagery and sound. Through the skilful interplay of linguistic symbols, visual presentation, and auditory elements—manifested in stage design, musical selections, and audience engagement—'The Sound of Life' successfully constructs a cultural identity space bridging the Chinese-speaking world across generations. This study reveals the programme's implications for fostering cultural identity and perpetuating Chinese cultural heritage, offering valuable insights for the creation and dissemination of cultural programming.

KEYWORDS

Multimodal Discourse Analysis; Cultural Identity; The Voice Of China; Communication Strategy

CITE THIS PAPER

Yan Jin, Xiaofeng Liang, Connecting Both Sides of the Strait·Bridging Generations: The Multimodal Communication Strategy and Cultural Identity Construction of 'The Sound of Life'. Media and Communication Research (2025) Vol. 6: 1-8. DOI: http://dx.doi.org/10.23977/mediacr.2025.060501.

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