This article investigates the domestic impact of China's digital diplomacy by analyzing the interplay between official diplomatic discourse and Chinese nationalist sentiments. The study examines diplomatic statements by Chinese foreign affairs spokespersons and related online comments from the domestic audience on Bilibili. Findings suggest that positive diplomatic tones foster positive nationalist sentiments through increased national identification, while negative tones lead to negative sentiments via intensified social comparison and derogation, especially when salient foreign 'others' are involved. The study bridges digital diplomacy, social identity theories, and nationalism construction, offering insights into China's communication strategies.

Xiaowen Zhang, Yuxin Tang