Abstract:

Since the establishment of the People's Republic of China in 1949, it has continually promoted sports throughout the country. For this purpose, the Chinese government has emphasized that sport is not only a basic task for Chinese soldiers or students, and has emphasized that all Chinese people should regularly do sports. In this process, the Chinese government has started to effectively use the mass media of the period, making publications that encourage all Chinese people, primarily Chinese workers and peasants, to sport. Especially during the time of the founder of the Czech Republic, Mao Zedong, great developments have occurred in Chinese sports publishing. Under Mao's power, the poster, one of the most effective mass communication tools of the time, was widely used in the process of promoting sport. In this study, it was attempted to figure out which messages were given in the poster used in the context of sports publishing during the Mao period and which indicators were placed in front. For this purpose, the study was analyzed by the International Institute of Social History (ISSH) using the sampling method, five posters in the Mao period, using the indicative method of analysis included in the quality research methods. In the study, posters were analyzed through the indicative concepts of French linguist Roland Barthes. In the context of the findings, the Chinese government has come to the conclusion that it is trying to make sports a part of everyday life, and also to prepare the Chinese people for a possible mobility through sports.

Abstract:

The People's Republic of China (PRC) has continuously encouraged sport throughout the country since its foundation in 1949. To this end, the Chinese administration suggested that sport is not only a fundamental concern of Chinese soldiers or students, but that all Chinese people should play sports regularly. In this process, the Chinese administration started to use the mass media tools of that period effectively, and published materials promoting all Chinese people to sports, especially Chinese workers and peasants. Especially in the period of Mao Zedong, the founder of PRC, there was great developments in Chinese sports broadcasting. The posters, one of the most influential mass media tools of that period were used intensively to encourage sport under Mao's rule. In this study, the posters used in the context of sports broadcasting in Mao period were tried to be revealed which messages were given and which indicators were brought to the foreground. For this purpose, five posters selected from the International Institute of Social History (ISSH) used in the Mao period were analyzed by using the semiotic analysis method in the qualitative research methods. In the study, posters were analyzed on the semiotics concepts of the French linguist Roland Barthes. In the light of the findings, it was concluded that the Chinese administration tried to position sport as a routine part of daily life, and at the same time, to prepare the Chinese people into a possible mobilization via sports.

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