Author(s)

Yanjuan Li ¹

Affiliation(s)

¹ Shenzhen Polytechnic University, Shenzhen, Guangdong Province, China

Corresponding Author

Yanjuan Li

ABSTRACT

China has built the world's largest vocational education system and is dedicated to world vocational education through diversified foreign educational programs, among which the Luban Workshop is the best-known brand. This paper uses discourse analysis from the perspective of English media communication to examine the self-shaping and external shaping images of the Luban Workshop. By analyzing reports from Chinese official media, it is found that the Luban Workshop is portrayed as advanced, practical, efficient, mutually beneficial, respectful, and promoting employment and people's livelihood. Analysis of foreign media reports shows a more complicated image, including positive aspects such as technological empowerment, friendly cooperation as well as a negative "strategic tool" image shaped by Western media. In response to the challenges of image shaping, this paper proposes suggestions in terms of optimizing narratives, broadening sources, and responding accurately, aiming to enhance the international discourse power and image of Chinese vocational education.

KEYWORDS

The Luban Workshop, International Image, Discourse Analysis, International Discourse Power

CITE THIS PAPER

Yanjuan Li, Self-Shaping and External Shaping Image of the Luban Workshop: A Discourse Analysis of English Media. Advances in Vocational and Technical Education (2025) Vol. 7: 41-47. DOI: http://dx.doi.org/10.23977/avte.2025.070306.

REFERENCES

[1] Ministry of Education of the People's Republic of China. The Ministry of Education held a press conference to introduce information regarding the 2024 World Vocational and Technical Education Development Conference. Available from: http://www.moe.gov.cn/fbh/live/2024/56283/[Accessed 3rd November 2025]
[2] Ministry of Education of the People's Republic of China. Overview of the Achievements of China's Vocational Education Reform and Development in Recent Years. Available from:http://www.moe.gov.cn/jyb_xwfb/s5147/202411/ t20241121_1163917. html [Accessed 3rd November 2025]
[3] Audrey Alejandro, Longxuan Zhao. Multi-Method Qualitative Text and Discourse Analysis: A Methodological Framework. Qualitative Inquiry.2024;30(6):461-473.

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