Metaphorical Constructions of the “Institutional Self”: A Local Grammar Analysis of Institutional Identity on Weibo

This study explores how institutional discourse on social media constructs the “institutional self” through metaphorical expressions, with a focus on Weibo. Adopting the Discourse Dynamics Approach and local grammar analysis, this study investigates metaphor usage across various types of institutions, including government, corporations, media, universities, and international organizations. The findings reveal that metaphor is frequently employed in institutional discourse. Significant differences in metaphor usage are observed across institutional types, such as corporations’ tendency to use [human] metaphors to enhance affinity with the audience, while government posts favor [war] metaphors to highlight urgency and decision-making importance. Additionally, the study identifies distinct local grammar patterns in metaphorical constructions of the “institutional self”, including variations in the positioning of metaphor topics and vehicles. By analyzing these patterns, the research demonstrates how metaphor not only functions as a stylistic tool but also serves as a strategic mechanism for institutions to construct their identities, engage with audiences, and manage communication in a dynamic digital environment. Ultimately, metaphors play a key role in shaping institutional self-presentation and public perception on social media platforms.