A Critical Discourse Analysis of Corporate Image Construction Based on a Corpus: A Case Study of Huawei’s Product Launch News
Wang Ya-xin, FU Zhu-heng · Journal of literature and art studies · 2025
Corporate image is the external manifestation of a company's cultural and spiritual essence, as well as the overall impression formed through its interactions with the public.Huawei, as a successful multinational enterprise, has established a robust corporate image in the international market through technological innovation and brand building.Moreover, Huawei's development is closely aligned with national policies and strategies, making it a representative enterprise for showcasing China's technological independence and national image.This study examines Huawei's English press releases on product launches published between 2022 and 2024 and conducts a comparative analysis with similar materials from Apple's official website.Based on Fairclough's three-dimensional discourse analysis model, this research explores the linguistic features of Huawei's corporate image construction from the perspectives of text, discourse practice, and social practice.The findings reveal that Huawei has successfully constructed a corporate image that emphasizes technological innovation, prioritizes user needs, and underscores its identity as a national enterprise.This study not only sheds light on Huawei's strategies for image construction in international competition but also provides a valuable reference for Chinese enterprises in their cultural communication and brand building during the globalization process.