Emotivity Category as a Means of Popularizing the Political Propaganda Video of the Communist Party of China (CPC)

• Published in: Litera no. 12; pp. 117 - 125
• Main Author: Zhu, Yunping
• Format: Journal Article
• Language: English
• Published: 01.12.2022
• ISSN: 2409-8698; 2409-8698
• DOI: 10.25136/2409-8698.2022.12.39445

The purpose of this paper is to identify the role of the emotional categories in the implementation of political propaganda and the formation of public opinion. The subject of the paper is the peculiarities of the characteristics of the emotional category, the object is the Russian version of political propaganda video "Communist Party of China". The paper adopts descriptive, contextual, and emotive analysis methods. The video is a human-centred text, in which the personalization phenomena are the sources of the emotional category: the personalization in this video (CPC acts as one character) allows us to form a positive, attractive image of the CPC. The verbal (lexical, syntactic means) and non-verbal emotional components of the video (soundtrack, video sequence, color scheme) are identified, the interaction of which contributes to the emergence of a positive emotional impact exerted by the video on the recipient, and the formation of a positive image of the CPC as a great party leading the country to prosperity, which should leave a positive impression on the recipient. In conclusion, we state that emotional categories play a major role in creating emotional impressions, which is closely related to the technique of personalization. The point of innovation of the paper is emphasized the role of this personalized method in popularizing political propaganda.