Policywashing: Recontextualizing the “Craftsmanship Spirit” policy in corporate Weibo discourse

Abstract

While existing research has extensively explored corporate communications on social media, limited attention has been paid to how Chinese corporations leverage government policies to manage corporate reputation and foster government-enterprise relationships. This study addresses this gap by introducing the concept of “policywashing”, defined as the strategic reconstruction and mediation of state policies in corporate discourse. Drawing on framing theory and recontextualization, we analyze 170 Weibo posts from Chinese corporations to examine how they recontextualize the government-promoted “craftsmanship spirit” policy. Findings reveal that corporations repurpose this policy through four interrelated frames: product excellence, policy endorsement, employee excellence and audience engagement. These frames highlight tensions between corporate consumerism and corporate commitment to government policies. More critically, such repurposing risks distorting policy intent, thereby giving rise to the phenomenon of policywashing. This study contributes to understanding how corporations strategically appropriate state discourse for brand management, with implications for policy implementation and corporate accountability.