From growth obsession to ecological promotion: The discursive construction of party image in Chinese political discourse on ecological civilization

The traditional definition of party image as being distinct, fixed, and receiver-determined, has been replaced by the understanding that party image is invested with more dynamic and complex features and is dialectically constructed by discourse to influence public perceptions. By adopting Van Dijk's socio-cognitive model of critical discourse analysis, this study explores party images and how they are discursively constructed in CPC's political discourse on ecological civilization. The discourse analysis reveals that five images have prominently been constructed: the goal-setter of future blueprints, lesson-taker of past development pattern, the coordinator of ecology and economy, the determined fighter against environmental disruption, and the systematic governor of ecological path. They are constructed through varying linguistic devices such as recontextualization, high-frequency repetition, and conceptual metaphors. The images and their construction are born out of the social cognition, the outcome of political system, changes of historical conditions, economic status, and cultural model, among which the emerging Chinese ideology of 'moderate green', and the consistent ideologies man is an integral part of nature ((sic)(sic)(sic)(sic), tian ren he yi), Doctrine of the Mean ((sic)(sic)(sic)(sic), zhongyong zhidao), people-centeredness, and collectivism play a dominant role. This study helps find the fluidity of party images.