A multimodal analysis of deliberate metaphorical scenarios in western political cartoons: Constructing Huawei’s corporate image

LI Shuqing, CAO Zhihong & YANG Ning

Foreign Language Learning Theory and Practice ›› 2026, Vol. 202 ›› Issue (4) : 26.

Foreign Language Learning Theory and Practice ›› 2026, Vol. 202 ›› Issue (4) : 26.

A multimodal analysis of deliberate metaphorical scenarios in western political cartoons: Constructing Huawei’s corporate image

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Abstract

This study applies multimodal metaphor theory and Critical Metaphor Analysis to explore the cognitive mechanisms and discursive stance behind Huawei’s corporate image construction in Western political cartoons. The findings reveal that Western cartoons combine metaphor and metonymy to strongly associate Huawei’s corporate image with China’s national image. Four types of metaphorical scenarios are identified, namely war/ conflict, daily life, competitive gaming, and information surveillance, among which conflict and daily life scenarios predominate. Western discourse frames Huawei as a state affiliated political agent, a victim in international confrontations, a targeted opponent in technological contests, and a data intruder. These biased representations embody the stigmatization and marginalization of Chinese tech firms in global geopolitical competition. This study provides implications for the empirical application of multimodal metaphor theory and corporate image research.

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multimodal metaphor / critical metaphor analysis / corporate image / Huawei / Western political cartoons

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LI Shuqing, CAO Zhihong & YANG Ning. A multimodal analysis of deliberate metaphorical scenarios in western political cartoons: Constructing Huawei’s corporate image[J]. Foreign Language Learning Theory and Practice. 2026, 202(4): 26

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