CONSTRUCTING CHINA'S IMAGE IN WESTERN AND UKRAINIAN MEDIA: A LINGUISTIC ANALYSIS OF METAPHORICAL EXPRESSIONS

Abstract

The formation of China’s national identity in the global context is a crucial aspect of modern media discourse, significantly influencing the country’s perception on the international stage. The critical analysis of linguistic manipulations and discursive strategies used in the media is particularly relevant because, in the era of globalization, media has become a powerful tool in shaping public opinion. Therefore, it is important to investigate how linguistic manipulations affect China’s image, especially in the context of intercultural communication.

The study employs methods of cognitive linguistics and discourse analysis, which involve both quantitative and qualitative analysis of media texts. The quantitative analysis reveals the frequency of specific lexical units and rhetorical figures that impact the construction of China’s image, while the qualitative analysis provides deeper insight into the conceptual metaphors and communicative strategies used to create narratives that reflect social and cultural contexts.

It was found that linguistic manipulations in the media significantly influence the perception of China as a country on the international stage, shaping both positive and negative narratives. Specific rhetorical techniques employed in the media can either emphasize or diminish the country’s image. The quantitative analysis demonstrated the presence of manipulative aspects in media discourse, while the qualitative analysis revealed the intentionality of communicative strategies that shape the audience’s perception of China.

The findings confirm that a critical analysis of media content, with a focus on linguistic and discursive strategies, is essential for understanding contemporary sociocultural processes and international relations. Linguistic manipulations in the media are a significant aspect that requires further study within the context of globalization. The research on China’s image in the media not only uncovers the mechanisms of national identity construction but also highlights the importance of considering cultural and social contexts that affect the perception of the country.

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