Networked frame contestation from authoritarian to Western democracy – A case of China's (failed) Twiplomacy in contesting coronavirus narrative in the UK

Transnational political communication today is being reconfigured by digital technologies and global power transition. Authoritarian state actors such as China are increasingly active on global social media platforms such as Twitter to directly advance their preferred frames with foreign publics in Western democracies, most notably in what could be called Chinese Twiplomacy contesting narrative globally over contentious issues. This paper problematises such Twiplomacy from authoritarians to Western democracies as ‘networked transnational frame contestation’, arguing that the political and cultural distance between the sending and target countries, the networked affordance of social media, and the national prism of the target countries, all contribute importantly to the complexity of such frame contestation. Through a case study on China's Twiplomacy in contesting coronavirus narrative in the UK, this paper further provides empirical evidence on how ‘networked transnational frame contestation’ works between politically and culturally distant countries. Using a mixed-method approach combining social network analysis and discourse analysis, this study finds that China's emotion-evoking discursive strategy draws traction but the authoritarian nature of the highly centralised networkedness and that of its discursive strategy, together with the strong cultural discordance with British publics, lead to networked recontextualisation of its intended frames in Britain. British publics, heavily relying on British political elites and press for foreign affairs, invoke shared cultural reference to recontextualise Chinese frames into culturally resonant counterframes. This study proposes a paradigm of ‘networkedness within cascades’ to understand frame contestation between politically and culturally distant countries.