国际英语媒体中的中国汽车品牌形象——以比亚迪为例

The Image of Chinese Automotive Brands in International English-Language Media—A Case Study of BYD

摘要: 全球汽车行业处于转型期，中国新能源汽车制造商比亚迪的商业成功引起国际英语媒体重视。本文在费尔克拉夫三维框架理论指导下，分析国际英语媒体对比亚迪的报道和评论。分析表明，在以美国为主导的北美媒体环境中，比亚迪被普遍视为强有力的竞争对手。在以巴西为代表的南美媒体报道中，比亚迪被看作至关重要的贸易投资伙伴。欧洲媒体的报道既包括比亚迪与欧洲制造商合作的动态，又有对比亚迪的警惕态度。上述三个地区英语媒体所持的迥异态度，映射了当前国际汽车市场对中国新能源汽车崛起的态度。本文对中国先进制造业品牌出海具有一定启示意义。

Abstract: The global automotive industry is undergoing a transformative phase, with the commercial success of Chinese new energy vehicle (NEV) manufacturer BYD garnering significant attention from international English-language media. Guided by Fairclough’s Three-Dimensional Framework, this study analyzes international English-language media coverage and commentary on BYD. The findings reveal distinct regional perspectives: within the U.S.-dominated North American media landscape, BYD is predominantly framed as a formidable competitor. In contrast, media in South America, particularly Brazil, positions BYD as a pivotal trade and investment partner. European media narratives exhibit duality, highlighting both collaborative dynamics between BYD and European automakers and apprehensions about BYD’s market expansion. These divergent attitudes across the three regions reflect broader global responses to the rise of Chinese NEVs in the international automotive market. This research offers insights into the global expansion strategies of China’s advanced manufacturing brands.