The political and ideological guidelines messages on Macau postage stamps during the period of 1998-2002

Abstract

With efforts to promote communication value for postage stamp publications, Macau is a famous land for producing stamps with unique and creative forms and designs. This article focuses on studying the political and ideological guidelines discourses of the Macau government, conveyed through Macau postage stamps issued between 1998 and 2002. This article applies structural-functional theory, social semiotics, qualitative methods, and discourse analysis. The messages about the direction of social construction and develpment, and the culture of the land are specifically explored and analyzed through major topics (such as architecture, East - West cultural exchange, traditional cultural quintessence), along with the textures, images, and colors of stamps. To clarify the content and meaning of the messages, and the profound implications of the discourses, the article briefly discusses the history of the land's stamps as well as the special historical destiny of this area in the pre-modern period. From the analysis, value identification, and profound humanistic meaning of the political and ideological discourses conveyed, the article emphasizes improving the effectiveness and mission of stamp publications in the political leadership of the Macau government in the years 1998 to 2002.