Body Idiom in Platform Events: Media Representation and the Hegemony of the Vicarious Conversation

Abstract

Taking a comparative approach to critical semiotics, I describe reciprocal relations between media representation of body idiom in platform events and the interaction order of social relations among people in Hong Kong. I argue that two conflicting representations of body idiom vie for supremacy in the former colony, in broadcast television as well as in print media, business, government and education. These can be related to monofocal and polyfocal platform formats. The predominant semiotic representation of the postural presentation of self in international media, the monofocal platform format, grows out of what we call the Utilitarian Discourse System, and is in a problematic dialectical relationship with Hong Kong and other societies. This model of the monologue is articulated by Dale Carnegie in his 1937 book How to Win Friends and Influence People, which advocates establishing and maintaining eye contact and a friendly manner. On the part of the audience, it requires accepting the fiction of a dialogue that is in fact vicarious. I argue that this acceptance evolved in Europe during the Enlightenment in what Foucault described as the disciplines of panopticism, but did not evolve in Hong Kong or China. I sketch the historical development of Hong Kong media and society in an attempt to explain the disjunction between media representation and interaction order, and conclude that critical social semiotics can make a contribution in disentangling these disparate interaction orders and media representations of body idiom.