Image restoration strategies in pandemic crisis communication: a comparative analysis of Chinese and American COVID-19 political speeches

This study explores the effectiveness of image restoration strategies in pandemic crisis communication at the highest levels of administration. By integrating corpus-assisted discourse analysis with Image Repair Theory, it aims to uncover the prevailing strategies adopted by Chinese and American leaders to restore or enhance a positive national image in the post-COVID era. Lancsbox 6.0 was utilized to extract excerpts and analyze linguistic devices from a self-built corpus of 144 political speeches delivered by top leaders in China and the United States. The results reveal that Chinese leaders, through the use of shared image restoration strategies such as bolstering and transcendence, shape a positive national image of a responsible country. In contrast, American leaders construct a confident and ambitious national image, projecting a leading geopolitical role in the world. These strategies have distinct features that contribute to the image restoration process. Apart from contributing significantly to the comparative research on Chinese and American pandemic-related political speeches, the research findings carry implications for the practice and promotion of national ideologies. The study also highlights the diverse ways in which credible and accurate crisis messages are employed, providing valuable insights for handling pandemics or other crises in the foreseeable or distant future.