Hybrid semiotics in Chinese character posters: a cross-cultural analysis of design evolution and digital innovation

This study bridges Eastern and Western semiotics through the analysis of 2,859 Chinese/English publications (1985–2024) on Chinese character posters design. Using co-occurrence knowledge graphs and semiotic modeling, it identifies two theoretical gaps: limited empirical validation in Chinese character posters studies and low adoption of cross-cultural semiotic models. Case studies reveal three evolutionary phases: glyph deconstruction (2015–2018), cultural symbolism (2019–2021), and dynamic interactivity (2022–present). These demonstrate a shift from static form to living semiotic ecosystems. We hypothesize that: (1) Xu Shen’s Six Script Principles address empirical validation gaps; (2) A Peircean-Xu Shen synthesis enables cross-cultural frameworks. Methodologically, it integrates Xu Shen’s principles with Peircean semiotics via digital humanities, achieving isomorphic mapping between indexical signs and Chinese characters’ phonetic-semantic structures; AR-enhanced traditional semiotics; and operationalization of Yin-Yang dynamics as parametric semiotic regulation. These mediate Eastern-Western semiotic traditions while addressing digital cultural communication needs. The study established a replicable, cross-cultural design model that provides a methodological framework for the semiotic transformation of traditional knowledge within the field of digital humanities.