The Construction of National Image through Multimodal Narratives by Official Media and Civilian Internet Celebrities: A Case Study of CGTN and Li Ziqi's Videos on YouTube Platform

National image constitutes a core subject in international communication, with the development of video social media platforms providing diversified, real-time, and interactive channels for its construction. In this process, official media and civilian internet celebrities have increasingly demonstrated their pivotal roles in shaping national image. This study examines 19 Spring Festival-themed videos from CGTN and Li Ziqi on YouTube, employing multimodal discourse analysis and textual analysis to investigate their visual strategies for national image construction. Additionally, 80 user comments were extracted to evaluate their communication effects. Findings reveal distinct multimodal approaches: Official media CGTN emphasizes modern Chinese achievements through political authority, technological innovation, cultural inclusiveness, and people-centered governance, fostering rational cognition. In contrast, civilian influencer Li Ziqi portrays traditional rural China through idyllic landscapes and emotional resonance, highlighting hardworking, simple, and traditional characteristics. Audience feedback demonstrates predominantly positive sentiment for both, yet with differentiated receptivity. Their complementary narratives collectively contribute to a comprehensive national image construction. Future international communication strategies should leverage the synergy between official and civilian narratives to enhance effectiveness in national image shaping.