STAR POWER IN VISUAL REPRESENTATION: A STUDY OF CHINESE FILM STARS IN CHINESE FILM POSTERS FROM 2002 TO 2022 Chen Xianxian(a*), A.S. Hardy Shafii (b*)
a) School of Arts, Universiti Sains Malaysia
11800,USM Penang, Malaysia
*chenxianxian[at]student.usm.my
b) School of Arts, Universiti Sains Malaysia
11800,USM Penang, Malaysia
*hardy[at]usm.my
Abstract
This paper aims to investigate the phenomenon of star power in visual representation by analyzing the depiction of Chinese film stars in contemporary Chinese film posters from 2002 to 2022. To achieve the objectives of the study, this paper is structured around the following research questions: Does the star power of Chinese film stars matter for film marketing within Chinese film industry? If yes, how has such star power been represented visually in Chinese film posters from 2002 to 2022? What is the connection between such visual representation and the Chinese film star system within Chinese film industry? To address the research questions above, this paper employs qualitative research methods, such as text analysis and thematic analysis, to analyze 50 representative Chinese film posters from 2002 to 2022. The chosen time nodes are determined by the distinct phases of the emergence, rapid development, challenges, and stable recovery of Chinese film industry. The selection of film posters for this paper comprises those that belong to films with notable box office success and a favorable reputation during the aforementioned phases. Based on the theory of star studies, the findings of this paper indicate that the star power of Chinese film stars plays an important role in film marketing within Chinese film industry by emphasizing the image and brand (name) of the stars in design to attract attention and promote the films. Although lacking of primary data, this paper contributes to filling a gap in the limited studies that have systematically examined the star power in Chinese film posters.
Keywords: Star Power- Visual Representation- Chinese Film Posters- Chinese Film Industry- Chinese Film Star System
