Comparing discursive reproductions of national military image between China and the United States

National image building, a crucial element of Chinese soft power, has attracted growing scholarly attention. This study explores the discursive construction of one aspect of China’s national image—that of its military—and compares China’s self-projected images with those perceived by the United States. By employing a triangulated approach that integrates critical discourse analysis (CDA), a discourse-historical approach (DHA), three-dimensional typology, and corpus linguistics (CL), this paper examines the self-presentation and othering strategies employed by China and contrasts them with those used by the U.S. The findings highlight several key points: (1) While China presents a positive self-image, it often does so in a subtle and implicit manner; (2) Although negative depictions of other are commonly employed to construct a favourable self, China also elevates others as a superior group to be referenced, in an effort to legitimise its military actions; and (3) many military images promoted by China are countered by the U.S. The analysis identifies ideological systems, communicative purposes, and social psychology as key factors influencing the adoption of these discursive strategies.