As China’s global presence expands, its use of digital diplomacy—particularly through platforms like Twitter (now X)—has become increasingly influential in shaping international perceptions. This study investigates how Chinese diplomats strategically employ two contrasting narratives: the assertive “Wolf Warrior” style and softer, culturally engaging messages. Rather than seeing these approaches as contradictory, the paper argues they reflect a deliberate effort to reach diverse global audiences and manage reputational risks in a fragmented media environment. Using qualitative content analysis, this research examines tweets from official accounts of Chinese foreign ministry spokespeople and ambassadors. It focuses on how language, tone, and symbolism are adapted across contexts, and how users in different regions respond to each narrative type. Special attention is given to emotional framing, strategic ambiguity, and the interplay between message and audience. The analysis draws on strategic narrative theory, image theory, and literature on digital diplomacy. It suggests that China’s blended communication style allows it to perform multiple international identities simultaneously—projecting strength while also appealing to cooperation. This duality offers flexibility in responding to geopolitical tensions, media scrutiny, and shifts in public sentiment. By exploring China’s Twitter diplomacy, the paper contributes to broader discussions on global communication, public diplomacy, and the evolution of digital statecraft. It also proposes a framework for understanding how rising powers use social media not only to defend their image but to craft influence through carefully managed narrative contrasts.

Authors:
Xinyue Ma, National University of Taiwan, Taiwan

About the Presenter(s)
Xinyue Ma is a Ph.D. candidate at National Taiwan University. Her research explores China’s national image, public diplomacy, and soft power as well as East Asia studies, with a focus on strategic communication and cultural diplomacy.

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