Abstract

As an intercultural modern art form, web-based ink and wash cartoons are significant tools to communicate cultural identities in the Chinese context because of their entertaining form, thought-provoking content, and profound cultural connotation. Against this background, the present study investigates the multimodal appraisal systems of 96 web-based ink and wash cartoons, focusing on attitudinal meanings and explicating how the attitudinal resources contribute to the communication of Chinese cultural identities. The analysis of 96 web-based ink and wash cartoons shows that the cultural identities of the Chinese dream, Confucianism, collectivism, and optimism are communicated through the interplay between visual and verbal semiotic resources. The analytical results reveal a series of generic features of the web-based ink and wash cartoons that contribute to the promotion of cultural identities, including the popular theme, minimalist style, positive attitude prosody, and the use of culture-specific metaphor and ideation. These features underpin the strategies for promoting Chinese cultural identities and the shift in national branding policy. The study hopes to provide clues for government, social institutions, and individuals to promote cultural identities effectively through social media.