Study on National Image Construction and International Communication in CHINA ON THE MOVE Amid Deconstructionism and Constructivism

National image documentary is a key part in shaping a country’s brand, fostering cultural exchange. However, China has faced challenges in presenting a dynamic and multidimensional national image on the global stage. In recent years, China has intensified its international communication efforts, leveraging various media formats to portray a more comprehensive image. The paper critically analyzes the contradictions inherent in the construction of national image and its overseas translation and communication, focusing on the biases of logocentrism and egocentrism. Taking China on the Move as a case study and examining its production, characterization, narrative, and translation strategies to summarize patterns and practices from a series of high-quality Sino-foreign co-produced documentaries. The analysis explores how the deconstructionist strategy of decentralization contributes to the joint-shaping of national image, and how an emphasis on marginalization reflects broader societal structures through the lens of ordinary lives. The deconstructionist translation strategy underscores the translator’s active role and the importance of “creative rebellion”. Conversely, the constructivist strategy elucidates the underlying logic of China’s image for international audiences, promoting empathetic communication by seeking common ground while acknowledging differences. The constructivist translation strategy also imposes necessary limitations on “creative rebellion” to ensure coherence in the translation process.