Furry Ambassadors: A Critical Metaphor Analysis of Panda Diplomacy in Chinese Mainstream Media

Jie Zhang, Mohd Azidan Bin Abdul Jabar and Farhana Muslim Binti Mohd Jalis

Studies in Media and Communication, 2025, vol. 13, issue 4, 392-405

Abstract: This study adopts the theoretical framework of Critical Metaphor Analysis (Charteris-Black, 2004) to systematically examine the symbolic metaphors and their discursive functions constructed in Chinese mainstream English-language media’s coverage of “panda diplomacy†. Through corpus coding by NVivo14.0, the study identifies five categories of positive metaphors (national and ideological symbols, personified roles, functional symbols, cultural totems and connective structures) and three categories of negative metaphors (concealment, manipulative tools and threat narratives). The results show that Chinese media construct a national identity characterized by “peaceful development†, “win-win cooperation†and “non-threat†through positive metaphors such as “messenger of peace†, “cultural calling card†and “bridge of friendship†. Meanwhile, by quoting and rebutting negative metaphors such as “political tool†and “ideological weapon†, the media form a “quotation-rebuttal†discursive structure that indirectly reinforces the legitimacy and justifiability of China’s diplomacy. This study further points out that positive and negative metaphors are not equally weighted but together constitute a dual-track discursive pathway for national identity construction- on the one hand, actively constructing a national identity characterized by cultural affinity and global responsibility; on the other hand, responding to external doubts through strategic rebuttals, reflecting the media’s discursive capacity and agenda-setting awareness in the international public sphere. This research provides both theoretical and empirical reference for studies on national identity, critical metaphor analysis and diplomatic discourse.

Date: 2025
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