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A comparative study of discourse interaction strategies in brand narratives between Chinese and American time‑honored enterprises

ORCiD logo with link | University of Chinese Academy of Sciences
Published online: 25 June 2026
DOI logo with link
https://doi.org/10.1075/ni.25146.wu
Abstract
This study conducts a comparative discourse analysis of narrative interaction strategies employed by Chinese and American time-honored brands, based on data drawn from their official websites. Grounded in discursive interaction theory and brand narrative theory, the research develops a three-dimensional analytical framework to examine cross-cultural narrative construction across three phases: (1) the text-generation mechanism in narrative production, (2) the management strategies in narrative distribution, and (3) the audience construction process in narrative consumption. Through this framework, the study reveals how narrative discourses are dynamically shaped by, and in turn shape, distinct cultural and institutional logics. Finally, the paper proposes a set of optimized narrative interaction strategies, offering a theoretical pathway toward the development of a “culturally commensurable” narrative framework for Chinese brands seeking to navigate global discourse environments.
Article outline
  • Introduction
  • An overview of previous research on brand narratives
  • Theoretical framework
  • Research design and methodology
    • Research design
    • Methodology
  • Results and discussion
    • Vertical discursive interaction
    • Horizontal discursive interaction
    • Diachronic discursive interaction
      • Comparison of narrative management strategies at the distribution stage
    • Narrative interaction management
    • Narrative theme selection
      • Comparison of audience construction at the consumption stage
      • Recommendations for narrative practice in Chinese time-honored brands
    • At the production stage
    • At the distribution stage
    • At the consumption stage
  • Conclusion
  • Note
  • References
References (46)
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