The Role of Narratives for Gaining Domestic Political Legitimacy: China’s Image Management during COVID-19

Abstract

Crises constitute ideal opportunities for authoritarian leaders to promote certain narratives, shaping reality in their favor and crafting their own preferred storylines about current events. In other words: they serve authoritarian leaders on a silver platter the opportunity to instrumentalize these unforeseen circumstances to gain domestic political legitimacy by promoting strategic narratives. The COVID-19 pandemic was no exception in this regard. Ever since its onset in early 2020, the Chinese Communist Party (CCP) was among the most active actors worldwide seeking to capitalize on the global crisis for legitimation purposes. Whether applying narratives of governance supremacy, portraying the People’s Republic of China as a “global savior,” or promoting emotionally appealing nationalistic narratives, the regime used the pandemic as a window of opportunity to rebrand its international role and enhance its domestic legitimacy. When observing the CCP’s communication style over the course of 24 pandemic months (2020–2022), however, major shifts become apparent regarding the main narratives crafted in communication with national audiences. Based on this, the paper focuses on the role of such narratives for legitimation claims. Using exemplary media articles collected between the outbreak of the pandemic in China in late 2019 until the harsh Shanghai lockdown in spring 2022, it thus traces the narratives employed by Chinese state elites and explores how they are intertwined with nationalism and broader power claims.