Politics and Visual Communication in China: A Visual Analysis of Xi Jinping’s New Year Addresses

Abstract

This study examines the visual communication in Xi Jinping’s televised New Year addresses between 2013 and 2023, uncovering the visual repertoire of political image-building and personality cult construction. It analyzes the symbolic meanings of both fixed and changing background elements—the national flag, the depiction of the Great Wall, red telephones, bookshelves, and photographs. The findings reveal that these carefully orchestrated elements simultaneously construct historical continuity, reinforce political legitimacy, and project a humanized yet hierarchical image of leadership. The research contributes to the international discourse on the distinctive features of political visual communication in the Chinese context.