Construction of the Chinese Image Through Frame Theory

Abstract

"Divas Hit the Road: Silk Road" transcends the conventional framework of official media in constructing the Chinese image. It shifts from a communication approach primarily focused on "self-construction" to prioritize "other-construction," while still incorporating "self-construction" in a secondary role. This shift presents a more diverse perspective of the Chinese image. Additionally, the presences of well-known actors and celebrities with a huge fan base also play important roles in international communication and the construction of the Chinese image. The show has received unanimous praise from audiences and has a wide-ranging overseas influence. It is broadcast across various social media platforms worldwide, achieving remarkable reach and impact. Upon investigation, it is observed that frame theory is mainly utilized in analyzing news events rather than variety shows. Therefore, this study adopts a case study method along with a text analysis method, employing a three-level analysis that categorizes frames into high, medium, and low levels, to analyze the Chinese variety show "Divas Hit the Road: Silk Road." The research found that the program represents a successful transformation of travel variety shows, not only breaking the "homogenization" dilemma of variety shows but also broadening the international audience's understanding of China, playing a positive role in the construction of the Chinese image.