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

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.