Spirited revival

Use of propaganda dates back to some of the earliest periods of Chinese history, however perhaps best rose to prominence following the foundation of the People's Republic of China in 1949. Mass campaigns using colorful, eye-catching posters and catchy slogans were used to convey the government's message to the people.

In November last year, the words patriotism, spirit, inclusion and virtue were nominated by the public as the four best words that sum up Beijing's spirit. People were given the chance to select from clusters of words provided by a panel of more than 30 experts by voting on popular news websites including Sina and Sohu. Nearly three million people voted in the survey and now the slogan, predominantly depicted on a plain red background, can been seen in a variety of public places, including bus stops, construction sites, street corners and inside subway stations.

Sign of the times

Amid celebrations for "Learn from Lei Feng Day" on March 5, slogans accompanying Lei Feng's iconic portrait appeared on electronic billboards and imposing red banners on streets to encourage the public to follow the cultural icon's selfless example. Xia Xueluan, professor of sociology at Peking University, said slogans such as "learn from comrade Lei Feng" might appear dated, but their timeless message still resonates with people.

"They remind the public that we need friendliness and hospitality in our society more than ever these days, just as Lei Feng provided during his time," he said.

"Posting slogans in public places let people know which direction the government wants them to go, and help guide them in adapting to changes."

Zhou Xiaozheng, professor of sociology at Renmin University, said slogans are "a reflection of the age they belong," pointing out many slogans from the past would appear out of place these days.

Slogans are often the brainchild of authorities, Professor Zhou said, and can sometimes struggle to resonate with the people they are meant to connect with.

"As the political center of the country, Beijing's political overtones are certainly stronger than elsewhere in the country," he said. "But when people see the slogans, few are touched because they view it as empty, bureaucratic jargon."

Wang Wenguo, a 60-year-old Beijing native and retired steel mill worker from Shijingshan district, noted that Chinese factory workers from the 1960s and 1970s were unlikely to forget the giant slogans that greeted them when they went to work each day.

"The [slogans] declared that we must 'dare to see achievements,' and 'the light of hope lifts our courage during dark times,'" Wang recalled. "We felt passionate back then for the great responsibility we had in developing the country. The slogans were a kind of reflection of our strong emotions."

Changing times bring changing slogans, Wang noted, adding that Beijing has a "more formal, official tone" in its slogans than other cities in China.

"In the old days, slogans were about inspiring people to work hard and respect leaders' visions for the country. However, nowadays they appear slightly less emotive. We [older people] rarely pay much attention to any of the modern-day slogans, since they come across as numb."

Pride and prejudice

Slogans hit their peak in China during the Great Leap Forward (1958-61) and Cultural Revolution (1966-76), when posters were common in streets, public buildings and even people's homes. Popular slogans included "one day [in China] equates to 20 years' progress in the West."

"Back then, people were starving and had their own personal troubles. Few focused on the slogans and the message they carried," Professor Zhou said, describing government slogans as often being "mere token sayings."

So, how has Beijing's latest slogan - patriotism, innovation, inclusion, virtue - been received by its residents? Is it merely a "token saying," or does it capture the capital's spirit in four words?

Wang Yangyang, a 28-year-old office employee and Beijing native, believes the slogan complements the spirit of the city and its inhabitants. "Even if it's over idealistic, we need to pursue the ideals in the slogan," she said.

"Many slogans come across as condescending or even a bit threatening, which I find unacceptable. Old slogans such as, 'the earlier you move home, the better your situation' are obviously a mixture of friendly persuasion and heavier threats. Most slogans, like the current one for Beijing, are more gentle and friendly, so I find it easier to accept them."

Distilling Beijing's spirit

In terms of Beijing's spirit, Professor Zhou believes it's impossible to sum it up in a cluster of catchy buzzwords. "It's meaningless to me," he said of the current campaign. "The real Beijing spirit can be found in traffic congestion, air pollution and high living costs."

Wang Yongfei, a 29-year-old Beijinger, said sometimes slogans can have an undesired effect, adding that people of his generation "aren't inspired or motivated as easily by abrupt words on big red posters as previous generations."

"One of the most common Beijing slogans that people see on the streets is 'Civilized Chaoyang,' featuring a cute cartoon of kids riding a rainbow. This might give people the wrong idea that other Beijing districts are not as civilized as Chaoyang," Wang noted.

"To be honest, I don't see much of a difference between slogans from cities in rural and urban China. They are almost all the same to me in terms of the words and tone they use."