Framing the political conflict discourse in Chinese media

Abstract Individuals perceive the real world via interpretive schema, and actively classify and interpret their life experiences into what are defined as frames, to make sense of the world around them. Why certain frames are chosen can be explored from the cognitive and communicative perspective. In this light, this study explores how the Chinese news media frame the coverage on Sino-US trade dispute, discursively legitimizing their ideological stance and action. The case study demonstrates that Chinese media exploit multifarious frames to construct the Chinese national identity, which correspondingly and strategically highlight such frames (Cooperation, Health, Journey) as conform to culture value or render the audience empathy. It is suggested to construct political conflict discourse via strategic choices of appropriate social, moral or cultural frames to reframe the dispute. Chinese media can also deploy agenda-setting to enhance political communication.