Metaphorical Representation Research Articles

Exploring homophobia in 21st-century Taiwanese vampire light novels

Vampire literature employs the portrayal of an immortal demon as a literary device to provoke social fears and anxieties among readers. The characteristics of the Taiwanese vampires have evolved from being horrific figures of the undead to vampires in fiction that are artistically crafted and reveal multifaceted perspectives regarding non-normative gender and sexuality. Due to their liminality, vampires are frequently employed to unveil complex issues regarding homosexuality and bisexuality. Although images of vampires in Taiwanese literature have been widely discussed, relatively few studies have examined “homophobic” perspectives. This paper therefore explores the relationship between vampire figures and homophobia in 21st-century Taiwanese vampire novels, with a focus on two Taiwanese light novels that address discrimination against homosexual and bisexual polyamorous relationships: Heitao’s Gen wo qi yue ba! Xixie guigongzi and Muji’s Li Taibei waisong. Through the lens of Julia Kristeva’s theory of abjection (1982) and David Halperin’s queer theory (1995), the vampire is regarded as “the abject” that problematises binary opposition. They are the queer outsiders, who dwell at the periphery of society and provide a metaphorical representation of the “other” that embodies homosexuality and bisexuality. Because they are abject, vampires are not cast off but rather controlled through a monogamous relationship, thus unveiling the implicit manifestations of homophobia linked to homosexual/bisexual polyamorous relationships in contemporary Taiwanese society.

Seeking Justice through Metaphors: A Semantic Analysis of Ahmet Altan's Trial Defense in 2018

This article examines the metaphorical representations of justice and despotism in the novels of Ahmet Altan, with a focus on the conceptual frameworks that shape legal and political discourse. Drawing on the theory of conceptual metaphor by Lakoff and Johnson, the study analyzes how metaphors serve not only as literary devices but also as tools for political critique, especially in the context of authoritarian regimes. Through a close reading of Kılıç Yarası Gibi, İsyan Günlerinde Aşk, and Ölmek Kolaydır Sevmekten, the article reveals how Altan employs figurative language to reconstruct the perception of justice and challenge the legitimacy of state power. This interdisciplinary analysis situates literature as a site where law, power, and resistance converge symbolically and ideologically.

The Conceptual Metaphor of the Wolf in Arabic and English: A Comparative Analysis

This study examines the metaphorical representation of the wolf in Arabic and English, focusing on its depiction in religious texts, proverbs, idiomatic expressions, and literary works. The analysis uncovers shared and culturally specific meanings of the wolf metaphor by drawing on examples from the Quran, the Bible, and various literary and cultural sources. Using Conceptual Metaphor Theory (CMT) and the Great Chain of Being (GCB) framework, this study explores universal themes—such as the wolf’s association with cunning, danger, and deceit—and highlights cultural divergences, including the emphasis on communal vigilance in Arabic traditions versus individuality and resilience in English narratives. This comparative analysis reveals how metaphors reflect cognitive universality while encoding distinct societal values, offering valuable insights into the interplay between language, culture, and cognition.

Nominative Potential of Artifact Metaphor in Terms of Animal Anatomy

Aim. To identify onomasiological models of anatomical nominations in veterinary and animal husbandry, motivated by artifact metaphorical transfer. Methodology. The onomasiological structure of professional nominations, including the basis, feature and predicate is analyzed. The linguistic implementation of onomasiological models in veterinary and zootechnical terms, motivated by the conceptual sphere of artifacts, is studied. Results. Three groups of anatomical names are distinguished based on the features of the interaction of the onomasiological basis, feature and predicate: explicit and implicit comparison of the shape of a particular body part with a thing; metaphorical representation of the animal’s body as a result of the master’s work; identification of a part of the animal’s body with an artifact. The linguistic means of implementing the components of onomasiological models in each of the distinguished groups is characterized. A conclusion is made about the reflection in the studied nominations, on the one hand, of the traditional for medicine in general transfers “organism – mechanism, instrument, container”, and on the other hand – of the specific for animal anatomy ideas: anthropomorphism, likening the animal’s body to an object of manual labor. Research implications. The results of the study can be used in compiling terminological glossaries for various sections of professional veterinary and zootechnical disciplines.

From Ancient Myth to Digital Fires: The Promethean Journey of “Shanghuo” — a TCM Metaphor in Short Video

This study, with a focused analysis of “Shanghuo”—a core TCM concept embodying heat pathologies, critically explores the efficacy of digital semiotic systems in illustrating TCM metaphorical concepts. Through a framework integrating principles for effective multimodal metaphor application from Conceptual Metaphor Theory, Multimodal Metaphor Theory, Visual Grammar Theory, and Multimodal Interaction Analysis Theory, this study examines the pattern of multimodal representation of metaphors and performance of four modes—written signs, pictorial signs, sounds, and gestures in translating this metaphorical concept across 20 relevant Douyin videos. The findings reveal that among the current cases of multimodal representation of metaphor of “Shanghuo”, strategies combining three or more target modes are more prevalent compared to simple 1–2 modes combinations. However, an examination of their limitations exposes challenges in balancing richness and coherence across different modes. While multimodal integration significantly stimulates viewers’ interest, issues like incomplete and contradictory mapping to the target domain—particularly mismatched color schemes in written signs, lack of dynamic design in pictorial signs, and irrelevant audio-gestural cues—not only hinder accurate demonstration of “Shanghuo” but also induce cognitive fatigue in viewers. These findings collectively emphasize the need for optimizing cross-modal consistency and coordination in the multimodal representation of the metaphor of “Shanghuo”. Specific recommendations for optimization can be made in two key areas: 1) strengthen the visual, auditory, gestural mapping of fire-associated features to “Shanghuo” in corresponding Zang-organs; 2) enhance cross-modal coordination and complementarity in mirroring the pathological progression of “heat” evolving from the five Zang-organs to the body’s surface.

Psychoanalytical Study of Novella “The Vegetarian”; Exploring the Transformation of Yeonge-hye’s from Neurosis to Psychosis

This paper aims to examine the dream sequence of yeonge-hye in the novella “The Vegetarian” under the framework of psychoanalytical approach based on the “dream interpretation” work of Sigmund Freud. Language and human psyche are the significant medium of expression of human unconsciousness and dream interpretation. This study emphasises on elements within dream representation in form of past, unconscious imageries and personal past experience of the protagonist in the novella. The identity crisis of protagonist has been represented as transformation of her neurosis to psychosis as author’s childhood trauma representation. Dream is the effective key to uncover the human unconsciousness in psychoanalysis. By applying the Dream theory of Freud as analysis of manifested dream, latent content and dream work of the dream as well as identifies the stages of dream condensation, displacement, symbolization and secondary revision. This study will unfold that how dreams are used to reveal the unconscious mechanism of human being in which meanings are hidden in the imageries, symbols and metaphorical representation of the dream. This study will represent the inner world of the protagonist as an escape from reality and her transformation from neurosis to psychosis in form of dream sequences.

Knocking at the House with Closed Doors: Metaphorical representation of European integration in Ukrainian media discourse before 2014

The idea of European integration played an important role in Ukrainian political discourse, but was attributed different meaning in the course of its political development. This idea was crucial for a definition of Ukrainian foreign policy preferences and for the construction of Ukrainian national identity. In the Ukrainian context, this idea was found to be primarily constructed in regard to the question of the historical and geopolitical place of Ukraine. Public opinion in general largely reflects the instability in Ukraine-EU relations, as well as the inconsistent European integration policy of the Ukrainian government and the lack of a coherent policy from the side of the European Union. This article focuses on a study of how the European integration was conceptualized and metaphorically presented in the Ukrainian press in the period of 2005 – 2010. By examining the metaphors used to describe this process in the Ukrainian media between 2005 and 2010, we gain valuable insights into the historical and discursive nuances that have shaped contemporary perceptions of European integration in Ukraine. Based on the Critical Metaphor Analysis and Conceptual Metaphors approach, we investigate the main frames and metaphorical representations of Europe and the European integration in the Ukrainian media. It can be noticed that the European integration was described in Ukraine before 2014 with a tension between the two discourses – the discourses of closeness and of openness. The European Neighborhood Policy was created for an opening of the door for Ukraine to Europe and as a ‘road map’ for the Ukrainian way towards the EU. Despite that, for the majority of Ukrainians the EU before 2014 was still an unrealistic ‘dream’ where doors were ‘rather closed’ then opened.

Exploring Sinophobic discourses during the COVID-19 pandemic: A corpus-assisted study of metaphor scenarios in editorials and reader comments

This study investigates the role of metaphors in COVID-19-related Sinophobic discourses, focusing on their functions in editorials and reader comments. While previous studies have highlighted the recurrence of specific frames (e.g. WAR, CRIME, etc.) when representing China (see Kim et al., 2022), little attention has been paid in the literature to the functions that metaphors perform in COVID-19-related Sinophobic discourses. This study addresses this gap by analysing the metaphorical representations of China in editorials and reader comments in one of Australia's most-read newspapers, the Daily Telegraph. Metaphors are analysed referring to Musolff's (2006) concept of scenarios. The results highlight that China is portrayed in both editorials and reader comments as an aggressive predator threatening Australia, as well as morally questionable and allegedly violating laws. Additionally, it is associated with ideological influence through communism, metaphorically compared to a contagious disease. Metaphors, especially in reader comments, seem to reflect perceptions of cultural superiority in Western societies by evaluating the out-group's behaviour as inappropriate (see Li & Nicholson, 2021). While metaphorical frames are shared between the corpora, reader comments exhibit greater diversity in their linguistic realisations. The findings suggest that metaphors play a crucial role in reinforcing Sinophobic narratives.

The Sting of Emotion: A Study on Facial Responses to Emotional and Physical Pain

This paper explores the embodiment of cognitive and emotional processes through the perspective of metaphor theory and embodied cognition. According to embodied cognition, cognitive processes are shaped by bodily interactions with the physical world. A key challenge within this framework is understanding how abstract concepts are represented beyond direct sensory or motor experience. In this work, we investigate whether metaphorical representations of fear involve embodied simulations by analyzing facial expressions under physical and emotional stimuli using the Facial Action Coding System (FACS). Specifically, the study examines the parallels in facial motor responses to physical pain and emotional distress. Our research focuses on identifying shared facial grimacing patterns, such as brow lowering and lip tightening, that signal a sting sensation in both contexts. Findings from this research aim to illuminate the embodied nature of emotional experiences, bridging the gap between abstract cognitive representations and their physical manifestations. This research contributes to the broader discussion of how abstract emotional experiences are deeply rooted in physical sensations, with potential implications for therapeutic approaches to emotional pain.

Metaphors of the European Football Championship (Illustrated by Materials about the German National Team)

The article analyzes metaphoric space of football narrative of European Football Championship 2024 using materials about one of the participants – the German national team – as illustration. Representativeness and validity of the results is provided by a wide range of authentic resources – from live match tickers to fans’ chat communication. The research determines the role of metaphor in the narrative, distinguishes metaphoric patterns reflecting realia connected with UEFA Euro-2024. Reciprocal projection of metaphoric transformations is considered, which, as stated, consists in using sports events to describe events, facts, phenomena that refer to other than sport conceptual zones. The article emphasizes potential of sports discourse for creating metaphoric images for UEFA Euro-2024 at the expense of its own resources with the help of conceptual integration of two spheres relating to sport (for example, football and cycling, football and track-and-field athletics). Prospects for further research are specified, one of them being comparing metaphoric representations of a concept in different languages. Contrastive studies can help reveal zones of similarity and difference in metaphoric conceptualization by speakers of the languages being analyzed, expose peculiarities of developing football communication in national views of the world.

Pain, Warfare, and Commodity: Metaphorical Renderings of Dysmenorrhea and the Female Body in Young Women’s Narratives

ABSTRACT In China, nearly half of women have experienced dysmenorrhea. However, the articulation and management of this female-specific pain remain constrained. By conducting a critical metaphor analysis of interviews with 33 young Chinese women experiencing dysmenorrhea, this study seeks to uncover the nuanced layers of meaning enmeshed within their discourse regarding dysmenorrhea and their bodies. Our examination unveils four metaphors entwined with dysmenorrhea: the curse upon women, the sentinel of the female body, the codewords of emotional bonding among women, and the exclusive dividend of womanhood. Simultaneously, four metaphorical representations of the female body enduring dysmenorrhea emerge: the machine experiencing component breakdowns, the hidden jail, the vessel of sexuality and reproduction, and the product under male gaze. Notably, despite advocating for gender equality, many women strategically appropriate stereotypical gender roles to secure short-term gains. The female body assumes a dual role as both a battleground for power struggles and a commodified entity, where health issues intertwine with gender hierarchies, parent–child relationships, and workplace dynamics, collectively shaping women’s self-awareness and paradoxical responses to dysmenorrhea.

Exploring the Rich Metaphorical Representations of Basic Science Concept Among Gifted Student

This study explores the metaphorical perceptions of gifted students towards basic science concepts. A total of 210 gifted students participated in the study, which utilized a phenomenology design to reveal the metaphors used by students to describe the concepts of 'universe, living thing, matter, light, sound, electricity and environment'. A metaphor data collection form was used as the data collection tool. The results of the descriptive analysis showed that the most frequent metaphors used by gifted students included 'infinity' for the concept of 'Universe', 'pen' for the concept of 'Living things', 'human' for the concept of 'Matter', 'sun' for the concept of 'Light', 'wave' for the concept of 'Sound', 'water' for the concept of 'Electricity', and 'home' for the concept of 'Environment'. Overall, the study highlights the broad level of thought among gifted students when it comes to conceptualizing basic science concepts through metaphorical thinking. The findings of this study have important implications for science education and instruction, particularly in terms of promoting more creative and imaginative approaches to teaching and learning science.

Power Dynamics in EFL, ESL, ELF A Metaphorical Adaptation of the Newtonian System

Understanding the power dynamics among English as a Foreign Language (EFL), English as a Second Language (ESL), and English as a Lingua Franca (ELF) is critical to navigate balanced English language education framework and policies which in turns would equalize global communication needs and local cultures preservation. This paper explains how the metaphorical perspective works in the context of EFL, ESL and ELF power dynamics and how these powers relate to one another, creating a power dynamics equilibrium and influencing greatly the global Englishes. Using a conceptual paper design in nature, the paper employs a metaphorical perspective of Newtonian System as opposing forces balancing each other to analyze the power dynamics of EFL, ESL and ELF. The Newtonian System metaphor provides an appropriate framework to describe the power equilibrium in the dynamics. On one side, factors like socioeconomic influences, demographic shifts, language policy, act metaphorically as forces pushing the spread of English across diverse contexts. Countries with strong economic ties to English-speaking nations tend to adopt ESL or EFL, driven by necessity (metaphorical representation of Newton’s first law of inertia). Simultaneously, the standard English paradigm acts as a force of conformity, reinforcing global norms and expectations around English usage, much like a gravitational pull, shaping the trajectories of EFL and ESL toward a fixed center of linguistic authority (metaphorical representation of Newton’s second law). On the opposite side, resistance arises from localized cultures, native languages, and distinct educational policies that push back, creating a dynamic balance similar to Newton’s third law of action and reaction. Future research can study extended contexts such as digital communication or postcolonial settings, to explore how local resistance adapts to globalization. Another possible further research are empirical investigations to recommend policy-making and teaching strategies that respect linguistic diversity while fostering global connectivity

Языковая репрезентация типажного заимствования «мажор» в русской лингвокультуре в диахроническом аспекте

The aim of this research is to describe the evolution of the stereotypical borrowing "мажор" (mazhor, often translated as "spoiled rich kid" or "golden youth") in Russian linguoculture, based on data from the Russian National Corpus. The article examines the prerequisites for the entry of this borrowing into Russian linguoculture and its English-language prototypes, the image-value characteristics of the stereotypical borrowing "мажор", models of its metaphorical representation, and the peculiarities of its perception in the context of concepts of Russian and English-language culture. The scientific novelty of the research is defined by the fact that, based on a developed model for analyzing stereotypical borrowings, the borrowing "мажор" was described for the first time from the perspective of linguoculturology and linguoaxiology. The study identifies the features of its adaptation and transformation in the Russian conceptual sphere, and interprets it in the context of the values of Western society and the influence of these values on the Russian linguistic worldview in the context of globalization. The results of the research show that the stereotypical borrowing "мажор," which appeared in the 1990s, transmitted the values of consumer society to Russian culture, and its prototype was the American stereotype of the "yuppie." The stereotypical borrowing "мажор" acquired image characteristics related to its gender, age, social status, lifestyle, and behavioral patterns. The stereotypical borrowing acquired a negative evaluative connotation in Russian culture, based on a negative attitude towards a socially useless element of society, which is expressed in various metaphorical models of representation. In the process of evolution, the evaluative component of the stereotypical borrowing began to dominate over the figurative and conceptual and relate to the description of destructive behavior of people.

A didactic approach to the adjustments involved in physical and sports education. Comparison of examples on the use of forms-representations in the teaching of throws in athletics

ABSTRACT Purpose This study explores didactic interactions between a teacher and students during physical and sports education (PSE) lessons, focusing on real-time adjustments within joint action. Anchored in the Joint Action Theory in Didactics (JATD), it examines how forms-representations mediate the teacher's pedagogical intentions and students’ actions in the teaching of shot put and discus. Using a comparative analysis, the research investigates how teachers and students dynamically co-construct knowledge by adapting to the specific contingencies of the situations. Methods The research adopts a case-study approach, analyzing teacher-student interactions and the evolution of students’ throwing motion. Data collection includes classroom observations, video recordings of teaching sequences, and interviews with the teacher and students. The analysis focuses on didactic and technical adjustments, examining the forms-representations employed and the transactional dynamics that emerge in the teaching-learning process. Findings The study reveals critical insights into joint action dynamics. A central finding is the teacher's ability to direct students’ attention and bodily engagement through real-time adjustments. These adjustments often involve adapting speech and gestures to connect abstract principles, such as body alignment or acceleration transfer, to the specific demands of the tasks. Immediate feedback from students enables the teacher to refine his approach, ensuring alignment with students’ comprehension capacities and motor engagement. Another significant finding is the evolution of forms-representations. Iterative cycles of instruction, practice, and feedback refine these metaphorical representations, which play a key role in aligning students’ actions with the teacher's pedagogical goals. This alignment enhances skill acquisition and shapes students’ learning practices. The type of athletic activity (here shot put or discus), also significantly influences teacher-student interactions. Each activity's unique physical and cognitive demands compel the teacher to adopt flexible strategies, tailoring interventions to the specific challenges posed by each context. This adaptability underscores the importance of context-sensitive teaching approaches to foster effective learning outcomes. Discussion This research emphasizes the effectiveness of collaborative learning, adaptive teaching, and didactic metaphors in teaching throwing techniques in PSE. Interactions foster knowledge and skill acquisition, aligning with Bakhtin's (1984) perspective on learning as a dialogical process. Digital tools, like video analysis, provide immediate feedback, promoting learner autonomy and deeper movement understanding (Jastrow et al. 2022). Adaptive teaching, rooted in differentiated instruction (Tomlinson 2014), addresses diverse student needs, creating supportive learning environments. Didactic metaphors help students internalize complex concepts by linking technical actions to familiar imagery (Lakoff and Johnson 1980). Together, these strategies enhance cognitive and practical learning, highlighting the value of co-constructed knowledge. This study reinforces the importance of personalized pedagogy and didactic interaction in improving teaching-learning processes, suggesting further exploration of these methods in diverse PSE contexts. Conclusion This research advances understanding of joint action in PSE, highlighting the critical role of real-time didactic adjustments and forms-representations in co-regulating learning. By illustrating the interplay between the teacher's strategies and students’ responses, it refines the application of the JATD framework and offers practical insights to improve teaching practices in PSE. The findings underscore the importance of flexible, context-sensitive teaching approaches that support both conceptual understanding and skills development.

An Ambivalent Mother is an Abusive Mother: A Study of Toni Morrison’s God Help the Child

This research article carries out a thematic analysis of the selected work of contemporary fiction using Sarah LaChance Adams’ theory of Maternal Ambivalence. The research engages with Toni Morrison’s God Help The Child, which depicts an abusive relationship between mother and child, analyzing how narratives like this negotiate the construction of cultural perceptions of motherhood, as well as the reigning societal expectations of mothers. By examining fictional accounts, the paper explores the symbolic and metaphorical representations of abuse between mother and child in literature, uncovering the deeper psychological and socio-cultural implications embedded within the text. Drawing on theories from motherhood studies using Brown and Clarke’s model of textual analysis, the paper investigates the interplay of power in the patriarchy as well as the existence of maternal identity in the status quo, thus illustrating how literary representations of abuse contribute to broader discourses on women's roles and societal norms.

Vietnamese EFL Teachers’ Perspectives on ChatGPT: A Conceptual Metaphor Analysis

This study investigates Vietnamese university teachers’ perceptions and experiences of integrating ChatGPT, a prominent AI language model, into EFL instruction. The study aims to understand the practical challenges teachers face in their teaching settings, which will subsequently guide decisions related to their professional development and overall well-being. Four EFL teachers who used ChatGPT as part of their teaching process were invited to participate in the study. Adopting the interpretative qualitative research design and utilizing Conceptual Metaphor Theory, the study obtained teachers’ narratives that reflect their individual points of view and experiences with ChatGPT through recorded semi-structured interviews. The findings indicated both convergences and divergences in their perspectives. While the four participants acknowledged ChatGPT’s efficiency in streamlining tasks and providing quick access to information, their metaphorical representations highlighted nuanced differences in their approaches and concerns. These findings contribute to the growing body of research on AI in language education and offer implications for pedagogical strategies, curriculum development, and educational policies aimed at fostering the effective and ethical integration of AI tools in EFL classrooms.

Ecological Metaphors of Resistance: Mahmoud Darwish’s Poetic Response to Palestinian Occupation

This article explores Mahmoud Darwish’s use of themes of resistance and nature in his poetry, written during his exile, as a response to the occupation of Palestine. Focusing on specific poems from this period, including “A Diary of a Palestinian Wound,” “A Song to the Northern Wind,” “A Soft Rain in a Distant Autumn,” and “I Love You or I Do Not Love You,” the paper examines how Darwish intertwines the enduring spirit of Palestinian resistance with the natural world. Despite his physical separation from Palestine, Darwish’s poetry consistently reflects a potent sense of resistance and defiance. This study analyzes how Darwish utilizes metaphorical representations of Palestinian landscapes to craft a distinctive narrative of righteous resistance against the colonial oppressors of his homeland, as seen in his selected exile poems. The theoretical framework of this research is anchored in postcolonial and ecocritical literary theories, collectively referred to here as an Eco-resistance approach. Through this lens, the study critically investigates Darwish’s exilic poems, uncovering complex notions of Eco-resistance and offering fresh perspectives on the interrelationship between humans and their land as a form of opposition to colonial aggression. The methodologies applied involve close textual analysis and thematic exploration, contextualized within the historical and cultural backdrop of Darwish’s exile. This research provides broader implications for contemporary understandings of social hierarchies, illustrating how literature can redefine resistance and challenge narratives of colonization by emphasizing the integral connection between people and their environment.

Visual Metaphors and Discursive Strategies in AI Editorial Cartoons: A Cognitive Linguistic Approach

Metaphors significantly shape our understanding of societal issues, influencing how we perceive and react to them. With AI technology becoming increasingly prevalent, it has become a popular subject for cartoonists who use their art to convey diverse opinions about its impact. This study examines how AI is portrayed in editorial cartoons, focusing on visual metaphors, inferred metaphors (i.e., metaphors inferred from the image and/or text), and discursive practices cartoonists employ to communicate their messages. Applying Lakoff and Johnson’s metaphor model, the study finds that AI is often depicted with a skeptical or cautionary tone, emphasizing its potential effects on human cognition and creativity. The study identified a variety of visual metaphors in which AI technology is represented as a reflective entity confronted with existential inquiries, a reflective thinker, a liberator/controller of human cognition, an explorer within the labyrinth of human knowledge, the next stage in evolutionary progress, a naïve mind confronted by the weight of human wisdom, an explorer of novel frontiers, akin to the romantic figures of the historical past, and an agent of destruction concerning human knowledge. Cartoonists use discursive strategies such as anthropomorphism, metaphorical representation, intertextuality, symbolism, irony, and humor to express their perspectives and ideological viewpoints on AI technology. The findings highlight the need for ongoing ethical and philosophical reflection as AI becomes more integrated into daily life.

The “Journalistic I” in Multiplatform: A Comparative Study of Chinese Journalists’ Branding Practices

ABSTRACT Taking Goffman’s theater metaphor as a theoretical perspective, this study explores how Chinese journalists engage in branding practices in a multiplatform environment through content analysis of profiles (N = 34) and posts (N = 506) from Weibo and Douyin. The results show that journalists tend to employ Weibo as a relationship-oriented platform, offering back stage insights, humor, and support for personal, organizational, and institutional brands. Conversely, Douyin is more understood by journalists as a content-oriented platform, favored for publishing matters related to public affairs and expressing personal perspectives on news topics. The results also reveal the platform preferences of Chinese journalists’ branding practices across media types. Journalists from party-oriented official media and market-oriented commercial media have balanced professionalism and individuality by flexibly applying platform logic, while market-oriented commercial media journalists have maintained a relatively consistent presentation of their identity on Weibo and Douyin. This study provides insights into the dynamics of journalistic branding and the concept of the “journalistic I.”