Decoding Identity: Semiotic Representations of the Li Ethnic Group in Hainan

Abstract

The Li ethnic group of Hainan, an indigenous community in China’s tropical island region, comprises five main dialect subgroups with distinct differences in language, attire, and visual patterns. However, traditional Li motifs have often been treated as a uniform whole, leading to the neglect of subgroup-specific cultural features. In modern design, Li brocade patterns are frequently used as surface decoration, lacking semantic depth and media adaptability, which limits their communicative power and recognizability.This study focuses on the visual patterns of the five dialect subgroups and proposes a "motif–semantics–syntax" visual language system to enhance their expressive potential and cultural communication in contemporary design. The research aims to: (1) investigate and analyze the visual differences among the five subgroups; (2) interpret the semantics and structure of traditional patterns using semiotic theory; and (3) build a visual language framework and apply it in fashion, cultural products, and digital characters.Through field research, pattern collection, visual coding, and user feedback, the study demonstrates that a systematic visual language approach improves the semantic clarity, structural recognition, and adaptability of Li patterns across various media, especially enhancing engagement and cultural identification among younger audiences.

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