Funding was provided by Hebei Provincial Sports Science and Technology Research Project: Research on the Translation of Excellent Sports Culture in Hebei Province in the Context of the “Sports Powerhouse” Strategy in the New Era (2025WJ02), Tangshan Normal University’s University-Level Research Project: A Multimodal Study on Pragmatic Identity Construction in Japanese Internet Slang (Project No.: 20251123088), Scientific research projects of the A Study on the Discourse Construction of Hebei Image in Western New Media Reports Based on Corpus (Grant No. QN2025882).
Abstract
In the AI-driven era of rapid cross-border information flow, international publicity is crucial for national image-building. The 2024 Paris Olympics served as a significant global platform, with China as a focal point for international media. This study employs a mixed-methods approach, integrating corpus analysis and Critical Discourse Analysis (CDA), to examine how Japanese media, specifically Yahoo! JAPAN, constructed China’s image during the Games. Analyzing a corpus of 240 articles, the research reveals a multifaceted portrayal. Japanese media objectively acknowledged China’s athletic prowess and cultural presence, often employing a rhetoric of amplification for Chinese athletes’ achievements. Coverage extended to human-interest stories and gestures of sportsmanship, framing sports as a potential cultural bridge. However, a strand of skepticism persisted, evident in the framing of controversies. This skepticism was frequently contextualized within historical narratives and geopolitical rivalry, demonstrating how media discourse is shaped by historical legacy, cultural filters, and contemporary power dynamics. The findings indicate that China’s mediated image is a complex construct, where sports reporting transcends mere event coverage to become a site for negotiating national perceptions and international relations.
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