A Call to Arms: A Comparison of the Semiotics
of the Peking Revolutionary Opera and 9/11 Media Images
we know that the leader of the army is in charge of the lives of the people
and the safety of the nation. (Tzu 65)
Since the World Trade
Center attack, the American government has used the media to induce the people
into supporting its military actions. In the initial stages, images of the
World Trade Center towers burning and collapsing filled our television screens
and haunted our dreams. America watched hours of uninterrupted repetitions
of chaos, rescues and death. Photos of our attackers covered every screen
from television to computer. The loss of the towers damaged America economically
as well. Thousands of jobs and lives lay lost in the rubble. With the loss
of a major financial center that housed many businesses, the nations
economy suffered a severe hit, which will take years to repair. Upon seeing
these events, our nation united in purpose and prepared for war. A damaged
nation cried for retaliation and retribution.
During the anthrax and
biological weapons scares, an already tentative public became more fearful.
News reports covering the deaths of those contaminated and analyses of the
anthrax bacteria created a sense of fear for many Americans. Some people became
afraid of opening their mail without wearing gloves. Internet and mail orders
decreased as numerous consumers imagined anthrax laced packages arriving at
their front doors. People opted to stay home instead of patronizing restaurants,
stores and other public areas for fear of anthrax. The economy, already in
a recession and reeling from the attack on September 11th, further weakened.
The governments tactics created more fear and furthered the recession.
Their propaganda of choice was not the best for maintaining McWorlds
support during this war. They would have been better served with persuasive
tactics with overt visual messages akin to those of the Peking Revolutionary
Opera. A society of visually oriented consumers deserves, better yet requires,
visually oriented consumer based propaganda. Commercials, billboards and magazine
advertisements with celebrity endorsements with tie-in items such as clothing
and toys would feed into this mindless consumerism we call McWorld. I am suggesting
that we have McWorld create McWar.
McWorld is the consumer
society in which we live. Within its confines, the consumer has many choices.
One would think the consumer have a choice whether to buy or not, but in actuality,
McWorld only asks the consumer which item theyd like to purchase. McWorlds
sole purpose is creating profits. Usually, this goal is reached by monopolies,
which Barber defines as a polite word for uniformity and virtual censorship
but as a consequence of
the quest for a single product that can be
sold to every living soul. (Barber 137-138) Typically, they sell the
same product to every living creature, in hopes of increasing their financial
standing without regard for the homogenous society this generates.
McWorlds hold over
the American public is cemented by the images it generates. As we have moved
from oral to visual cues its power has increased dramatically. Over the last
century, as our forms of communication became more visual, news and advertising
have risen in standing and changed our perceptions of the world. We once transmitted
news orally until printing became inexpensive enough to generate newspapers
and books for the masses. With the invention of the photographs, words could
hardly compete with the perceived truth of the scenes they captured.
The new imagery, with photography at its forefront, did not merely function as a supplement to language, but bid to replace it as our dominant means for construing, understanding, and testing reality. (Postman 74)
Pictures served not to
enhance but replace our use of words to understand our environment and its
messages. With the invention of television, we moved further from using words
to understand our surroundings. Since television processes images and information
faster than human emotions can handle, our society became inundated and overloaded
with images. Consequently, we have become increasingly visually oriented
preferring pictures to word and increasingly susceptible to images
in the news and advertisements. Hence, the link between McWorld and the consumer
Each image we see, whether
positive or negative, affects us. According to studies by Reeves and Naas,
experiences before a negative event are not remembered as well as events following.
Therefore, events prior to the planes crashing into the towers on September
11 would not have the same weight in our minds as those events following.
We essentially discard the less violent images. Viewing violent scenes arouses
our senses. The intensity of the event is maintained with each replay. The
increased level of arousal caused makes people flee better, fight harder
or act more quickly. In the Reeves and Naas study, when people viewed
gory images in the news, they remembered visual images, not spoken words.
Their arousal levels increased and ideas of retaliation seemed reasonable
and immediately necessary.
The news media is fully
aware of the effect of their actions. They count on the fact that [televisions]
rapid-fire images help to create a[n]
atmosphere that puts viewers into
high-alpha dreamlike state that blocks out almost all thought.(Roach
11). They knew if we witnessed the repeated destruction of the towers and
we would almost blindly rally behind the governments cry for retaliation.
Simply put - manipulation of the masses gets dressed up as public information.
Within the week following the attacks, the American public, whipped into an
emotional frenzy, was in support of military action.
This contrasts with the
approach of Mao Tse Tung. He gained the support of the masses presented military
actions beautifully, almost surgically, through the theater. During the Japanese
occupation, China needed unification physically and ideologically, to support
a potentially long military campaign. For this reason, Mao began the reportage
plays in 1931. They were used to arouse patriotism against a foreign
aggressor and enemy. Traveling theater companies performed plays in
villages across China spreading patriotic messages to the largely poor and
illiterate masses. As television was not a luxury the average citizen could
afford, the plays could reach everyone.Mackerras finds this approach highly
practical and utilitarian
[Mao] was dealing with a numerically gigantic
people steeped in tradition whom he planned to haul towards progress.(149)
They allowed Mao to reach a large group with the same message and touch them
in a way words could not. Also, by making military action a part of entertainment,
the reality of war seemed less daunting. The public was soothed into accepting
war as a part of life through the theater. Like television, the plays were
direct, to the point and easy to understand.(Mackerass 154)
Mao believed art and politics
had to be united to bring political ideologies to all classes. During the
talks at Yanan in 1942, he said, There is in fact no such thing as art
for arts sake, art that stands above classes or art that is detached from
or independent of politics.(Melvin D1) This belief fueled the creation
of the PRO to solidify the governments hold on the Chinese people and
renew their patriotism and fervor for military action. Maos wife, Madame
Mao, devised an option to guarantee a captive audience ripe for ideological
inundation. She banned all performing arts and other operas during the Cultural
Revolution, from 1966-1976. She then filled every opera with anesthetized
propaganda. Ballerinas, en pointe toting machine guns triumphed over evil
repeatedly all the while smiling as if war were the proverbial piece
of cake. However, as in all propagandist campaigns, eventually, the
rhetoric wore thin and the public support waned. We have seen a similar situation
in post-attack America as the semiotics and propaganda used by the American
government have negative effects on the nation.
Semiotics is the study
of socially accepted meanings of signs and symbols. These signs and symbols
help us understand our reality. They shape our perceptions. They can include
words, slogans, pictures, gestures, traffic signs, dress codes and colors.
Even lighting and angles of camera shots send us certain signals. For example,
we believe a person wearing a suit and tie to be formally dressed as society
calls that particular clothing combination formal. This sign evolves into
a myth if the suit has a brand name on the label such as Armani
which is associated with thoughts of expense and luxury. The idea of luxury
now overpowers the original meaning of the suit. Signs become myths when their
attached social and political connotations overtake their denotations (Bignell
22). The distorted meaning creates the illusion of an undeniably true message
that can only be read one way instead of it being one possibility. The presented
truths appear to be natural, almost common sense. All socio-political groups
propagate myths. They are effective politically as they help perpetuate ideologies,
or perceptions of reality and society followed by a group, which assume apparent
truth of some ideas and bias of others. Ideologies change with societies
economic and political powers. Myths help ideologies giving them a natural
appearance. Both are communicated to the public, either overtly as in China
or covertly in post-attack America, through propaganda.
Propaganda is communication
with the intent of swaying opinion, whether overtly or covertly, to support
an ideology. The Way means inducing the people to have the same aim
as leadership, so they will share death and share life without fear or danger.
(Tzu 43) But before the public complies with propaganda, there must be motivation
(Sandor 129) most effectively created by individual compliance(quoted
Sandor 129) or behaviors people are persuaded or otherwise prevailed upon
to perform. Public participation creates popular support which is always
important to the outcome of war.(Sandor 128) According to Abby Sandor,
two key elements create this participation: symbolic displays of support for
government ideology and widespread use of audience inclusive rhetoric in public
communication (129). Both the media since September 11 and the Peking Revolutionary
Opera (PRO) use induced compliance through public participation. In America,
since September 11, the flag pins, flags in commercials and other broadcasts
and slick slogans characterizing each phase of the initial destruction, potential
chemical warfare and war offer ample opportunities for public participation.
In China, images of the red sun, the Chinese flag, slogans and banners and
propaganda-filled operas created public participation.
Propaganda has always
been a part of war.(Hiebert 318) Though tactics have evolved, this idea
remains true. In Communist China, the PRO presented the propaganda through
the theater. Since September 11, images of patriotism, destruction and new
heroes have covered the news media and advertisements. The government recognized
the publics need for retribution and used controlled images and other
visual cues to heighten those to control the people.
The Peking Revolutionary
Opera is a form of non-illusionist theater filled with repeated violent images
of communists winning every battle. Non-illusionist theater is most effective
with homogeneous audiences who comprehend the meanings of the theaters
semiotics. In all kinds of theater, there are various visual elements usually
agreed upon and understood within a particular culture that affect how events
are deciphered. Characters, lighting, colors, symbols, and printed slogans
are among them.
The Peking Revolutionary
Opera broke away from traditional Chinese visual signs and symbols in order
to appeal to the greater population while feeding them Maoist ideology. Characters
were the most important part of the plays. Madame Mao believed,
We must work hard to create worker/peasant/soldier heroic characters. That is the basic task of socialist literature and art. Only with this type of mode and with successful experience in this area will we be persuasive, able to consolidate our hold on this front. (Mackerass 150)
Certain roles, known as
the three prominences, were crucial to the operas. Positive, heroic, and main
heroic characters received the most important positions. Main heroic characters
held almost superhuman status. They carried the dramas meaning. Both
positive and heroic characters were generally portrayed without any
human blemishes.(Tubingen 102) Positive characters stand tall and straight
while negative ones slouch. Ballerinas standing en pointe with machine guns
in their hands flitted across the stage. They represented strong heroic women
fighting for their rights. Negative characters brought other elements to the
operas. Negative characters were always the enemies usually Japanese
or Nationalist spies. They created the conflict, which the positive characters
resolved to defeat them and end each play on a triumphant note.
In the American news media,
characters also exist. Heroes are born in tragedies such as the September
11th attack. Aldous Huxley says in the Brave New World :
Where there are wars, where there are divided allegiances, where there are temptations to be resisted, objects of love to be fought for and defended there, obviously, nobility and heroism have some sense. (237)
As the photos of lost
firemen and policemen continued to pour in with television interviews of survivors
and family members of the deceased, America redefined the meaning of hero.
Policemen, firemen and emergency medical services personnel became recognizable
as our symbol of courage and strength. Their uniform was their costume. I
have witnessed people applauding firefighters and police personnel on the
street since the attack. Many local restaurants offered free meals or other
discounts to the new heroes. And as in the PRO, our heroes appear superhuman.
By surviving the September 11 attack and working extended shifts to recover
any remaining bodies, they increased their standing in the eyes of the public.
News reporters present
another type of character important to note in the analysis of post-attack
America. Their style of dress is typically formal. Men wear suits and
women wear business clothes
News presenters are thus coded as professional,
serious, and authoritative. (Bignell 113) The chosen style is to portray
their seriousness about delivering the news objectively and professionally.
Jonathan Bignell reports that these meanings are further supported by the
impersonal language and lack of gestures used by newscasters. They cultivate
a smooth delivery and try to convey an impression of detachment that places
them above the rough and tumble of their subject matter. (Parenti 122).
They want us to trust them. In White Noise, Don Delillo best describes the
feeling reporters attempt to evoke:
The reporter spoke clearly and strongly and yet with some degree of intimacy, conveying a sense of frequent contact with his audience, of shared interests and mutual trust .He made it sound like a lovers promise. (222)
the attack, some journalists wore American flag pins on the air. Open
displays of patriotism go against traditional US journalistic standards of
maintaining visible neutrality or objectivity when covering a story(Jensen
A28) This breech of accepted standards clued the public in to the seriousness
of the attack. The lighting of an image or staged production gives other signs
to the viewer.
In the PRO, lighting usually
indicated the characters disposition. Positive characters have scenes
in bright lights to signify daytime. Negative characters are more active at
night or in shadows or caves in dimmer light. If negative and positive
characters exist on the stage simultaneously, the positive characters have
the spotlight on them.
In news media and advertising,
lighting plays a significant role in our understanding of events. Tom ODell,
Strategic Planner at a pharmaceutical marketing company, says that in most
advertisements and programs, darker lighting implies a negative element, disease,
dirt, etc. Brighter light usually directs our attention to the solution, the
product being sold.
Colors used in the model
operas offered great character insight. Bright colored costumes and props
were reserved for positive characters. They often dressed in the clothing
of the working class giving the viewer a hero with which they could
identify. Bright green and an extremely bright red hues represent flourishing
vegetation of late spring and summer, (Drama 124) and are only used
on positive characters. Red also signifies courage, loyalty, fire and the
political ideology of Maoism. Red flags with communist slogans stood in back
of many scenes. Negative characters, such as bandits, never wore red. Bandits
could wear somber, earthy hues such as: dark green, dark blue and black. The
media uses colors similarly.
In the media, colors have
certain meanings. Black and white or monochrome images can symbolize reality
(as in a newspaper) or a negative situation if juxtaposed with a color image.
Red creates alarm and panic. People think of blood and sirens when they see
red things that are often cause for alarm. Bignell says, some shades
of blues, green and gray are typically seen as cold and uncomfortable as in
police dramas. But, other shades of blue and green can be calming and bring
tranquility to the viewer. Deeper shades can be associated with nature or
water. White symbolizes purity. In the past, Cover Girl magazine used white
in on all their covers to portray a clean image. Yellow and brown usually
connote warmth and comfort. According to Tom ODell, yellow brings happiness
and the sun to mind. Most people equate it with good feelings.
In the PRO, the sun figured
prominently in most operas. It is a traditional and positive symbol. It is
the hegemonic symbol for yang, the source of all brightness and light
in the universe [and] a designation for the emperor.(Drama 126) In the
1950s, it became representative of Mao and Maoism. It also signified
the element fire. Fire is the anger and passion of the oppressed classes
and their fervent desire for revenge.(Drama 127) Fire is ascendant which
calls to mind positive characters, enlightenment or spiritual liberation.
Oppression by bandits is shown through ice and water. Pine trees are symbols
of ascendancy and moral rectitude. Thin weak trees are descendant. Mountains
are also ascendant and sacred.
The most sacred symbol
since the attack has been the American flag. Within days after the events
of Sept. 11, many citizens had flags outside their homes, on their lapels
and their cars to show their support of America. Numerous offices and restaurants
have flags hanging from doors and windows. Many advertisements have patriotic
ribbons and images of flags in or behind corporate logs or replacing them
altogether for a short period. These flags give the public an opportunity
for public participation. In the Gulf War, the wearing or display of the yellow
ribbon showed public participation. It symbolized support for the soldiers,
not the war. The ribbons and the flags serve the same purpose, to unite the
We have become a
nation unable to think except by meals of slogans. (Berman 54) In Media
Semiotics, Jonathan Bignell states that the title sequence, or slogan, establishes
the mythic status of news as significant and authoritative, while simultaneously
giving each channels news programmes a recognizable brand image
which differentiates it from its competitors.(Bignell 116) For September
11 and the days following, most networks created variations of the title:
America under Attack. The other popular choice was Attack on America. Always
3 lines of text arranged vertically, usually with America on top as
the victor. The first few days there were dark colors and even dark lighting
on the slogans. As we assessed the damage and started the recovery efforts,
the colors changed to blue, red, and white symbolizing triumph. The
words spoken in the PRO were continuous streams of propagandist slogans and
ideas. Communist slogans faced the audience throughout the play.
Slogans are key elements
in advertisements. Its the line you remember after seeing the ad. Many
of us remember Just do it, Nikes popular ad campaign. Others
may know Wheres the beef? Wendys ad campaign from
the early 1990s. In any case, most people know at least one ad slogan.
In an advertisement, life is repackaged and sold to us from a new angle. Everything
from the mundane to the conceptual can be sold to the public through an advertisement.
Household bleach gains a personality, perhaps even speaks. Fabric softener
has talking teddy bears telling us about its goodness but showing us the softness
and fluffiness of the bear as if to imply the product did it. The Army sells
us on the concept of being all that we can be, we buy into it
and enrollment increases.
News media and advertising offer particularly effective forms of propaganda. In America, we believe the news media offers us an objective view of situations and events. However, that is not the case. Being integral parts of McWorld, their goal is to create profits. All of the visual elements are used to catch and entertain us long enough for us to buy the magazine or watch the show in order to increase profits from advertising. Television news, newspapers and news magazine profit from advertisements. Advertisers expect consumers to stay tuned long enough to see or read about their product or service. If the news is not interesting enough, we dont watch it and consequently, we miss the ads. Therefore the news can never be truly unbiased or completely revealing. It is always linked to the need for advertising dollars.
TV stations that concentrate most on violent and sensational news get the highest ratings and, thus, the highest profits. Wars, too, always make a lot of money for the mass media. (Hiebert 12)
We receive news but we
only receive those pieces of information that the media deems acceptable for
our consumption. News is no longer the information that people need;
it is now the information that news executives believe that people want.
(Hiebert 12) This is especially true during war when public support is most
needed by the government. Immediately following the attack on America, Condoleeza
Rice, sent message to all stations asking them to submit images to her prior
to airing them. The Army and Marines use ads to boost recruiting. Dairy farmers
employ it to sell us on the idea of drinking milk and eating cheese. The government
currently uses Charlotte Beers, an advertising executive, to create propagandist
advertisements for the Middle East in an effort to convince them to like Americans.
Tom ODell, Strategic
Planner equates advertising with propaganda. He uses focus groups to gauge
feelings and opinions on products to help manufacturers choose the perfect
logo and the most effective advertisements to win consumers dollars.
In essence, he is the ear of McWorld. He hears our needs, communicates them
to companies and helps them sell us as much as our wallets can handle.
The American government
would benefit from using some of the PROs approach to propaganda. America,
land of consumers, requires a propaganda campaign more in line with its way
McWorld sells us products
through celebrity endorsements. War can be packaged similarly. Imagine, Britney
Spears in fatigues drinking a glass of milk. The caption reads: Got War? It
continues with a few catchy lines on the benefits of war and how we should
support our government. Did I mention that Britney is wearing a designer outfit
of fatigues with matching accessories? Also, the Britney fatigue dolls look
amazingly like her. All are on sale at a Kmart near you.
Not only does this tactic
grab the attention of a young reader, it brings a new, lighter element to
war. Which is necessary to continue propaganda over a long period of time
as in Communist China. The celebrity should change periodically to draw in
a new crowd of believers.
The second tactic would
be to pick one or even several particularly stunning, military personnel,
police or firefighters and use them in advertisements. Create a calendar of
the sexiest firemen or women. Use the chosen police persons in pro-war ads.
Picture a military person in fatigues holding a machine gun, the tag line
reads This is war. This is your country at war. Any questions?
Using the elements of
McWorld, celebrity endorsements, clothing and toy tie ins and advertisements
can create a more effective, innocuous campaign. This allows the citizen to
view war as a part of everyday life, not a tragic event to be feared. It anesthetizes
war for the public.
Also, it can bring revenue
for the government whose current tactics are creating a sense of panic
that [run] counter to efforts to get Americans to resume their normal lives.
(Mitchell, A14) The clothing and toy lines can generate profits for the store
selling them and the government. Why think about shooting when you can think
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