Communications in Humanities Research ISSN: 2753-7072
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Research Article

Critical Discourse Analysis of Public Opinion Reversal-Taking the Public Opinion of Mixue During the 315 as an Example

Huaiqian HuangGuangdong University of Technology*

* Corresponding author: [email protected]

Abstract

During CCTV's 315 Gala, Hubei Economic TV exposed Mixue’s Yichang store for using overnight-lemon, sparking heated online debates and revealing an obvious contrast between media narratives and public opinion. This paper analyzes the public opinion reversal phenomenon in the "Mixue 315 incident" from the three dimensions of text, discourse practice and social practice, aiming to explore how the official media, KOLs and netizens use discourse strategies to compete for discourse power, and the power relations it reflected. The study finds that the three parties have different discourse strategies. In the process of public opinion reversal, the bottom-up mass discourse carries out anti-discipline against the media through the identity of emotional community and the intertextuality of life experience, and is effectively activated and amplified through the spread of social media platforms, forming a strong grassroots public opinion force. The study ultimately reveals that this public opinion reversal profoundly reflects the structural transformation of discourse power in the digital era, where power relations are shifting from centralized, unidirectional control to decentralized, multi-faceted dynamic competition.

Keywords: public opinion reversal; critical discourse analysis; emotional labor; consumer narrative
Published: January 26, 2026
DOI: 10.54254/2753-7064/2026.HT31511
Volume: CHR Vol.102
pp. 69-81
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