Aesthetics, Technology, and Social Harmony: Constructing a “Green China” Image Through Eco-documentaries

As China's environmental problems have been thrust into the limelight of both domestic and international media, the Chinese government is eager to present a positive country image in terms of environmental planning and protection. Against this backdrop, this study aims to investigate how a "Green China" image is constructed through state-sanctioned eco-documentaries. Drawing on the Attitude System in Appraisal theory and multimodal discourse analysis, the study develops an analytical framework to investigate country image as semantic categories, as well as how it is constructed through multimodal resources. The analysis shows that these documentaries create an eco-friendly country image through: (1) highlighting the significance and desirability of the Chinese landscape (appreciation), (2) constructing a positive image of Chinese social actors in terms of environmental protection (judgment), and (3) depicting non-human characters' happiness and security of living in China (affect). These positive attitudes reflect and constitute China's green image branding practices shaped by the entangled forces of the Party-state's rejuvenation of traditional culture, its development of globally competitive green technologies, and its promotion of participatory environmental governance.