The discourse construction and contradictory framing of the China image in Central Asian media from the perspective of critical discourse analysis: a case study of Kazinform

Abstract

Against the backdrop of the deepening advancement of the Belt and Road Initiative and the evolving global communication landscape, understanding the long-term and stable cognitive patterns of neighboring countries toward China holds critical significance. This paper adopts critical discourse analysis as the overarching framework and employs Martin’s Appraisal Theory to examine English-language reports related to China published by Kazinform (Kazakhstan News Agency) from 2016 to 2017 as a key discourse sample of a critical period. The aim is to transcend mere descriptions of specific news facts and systematically analyze the underlying discursive frameworks and inherent contradictions used by Central Asian official media in constructing China's image. The study finds that Kazinform’s reporting presents a stable binary coexistence cognitive schema: on the one hand, through abundant positive appraisal resources, China is constructed as an indispensable comprehensive strategic partner” and engine of economic development; on the other hand, it embeds a threat narrative framework derived from Western discursive hegemony, projecting a negative image in areas such as economy, military, environment, and social behavior. The co-occurrence of partner and threat discourses profoundly reflects the complex cognitive psychology and discursive strategies of post colonial countries when facing a powerful neighbor. This study not only provides a classic linguistic analysis case for interpreting the stable structure of Central Asian public opinion toward China but also offers a diachronic reference and strategic insights for China’s precise external communication and the promotion of intercultural cognitive harmony in the current context.