Exploring and Explicating the Myths of a Multifaceted China: Comparing China’s National Image Through the Lens of Self-Presentation and Mainstream Western Magazine Covers

• In Event: ICA Plenary Interactive Paper/Poster Session II
  In Interactive Paper Session: Global Communication and Social Change Interactive Paper Session

Abstract

This study applied semiotic analysis to examining the national image of China on the magazine covers of Time, The Economist, Der Spiegel, and China Today. This study sought to find out and explicate the myths of different, even conflicting portrayals of the image of China. By comparing the signs on these magazine covers, five themes were identified. They were the constitution of a threatening China vs. a friendly China, a collectivistic China vs. an individualistic China, a paradoxical China vs. a progressing China, a capitalist China vs. a communist China, and a dark China vs. a promising China. These themes contributed to readers’ perception of China’s national image. In addition, the similarities and differences in presenting China’s image between western magazine covers and Chinese magazine covers were also discussed.

Authors

• kun xu, Temple University

• Yingyan Sheng, Shanghai International Studies U