Managing Cross-Strait Relations: A Value Analysis of Taiwan's Leadership Messages, 2004-2011

The relationship between Taiwan and China has swung between periods of conflict escalation and de-escalation during the past two decades. In recent years, a notable trend of reconciliation has been observed amidst rising Taiwanese identity/attachment and public apprehension in dealing with China. This paper examines how the leadership in Taiwan frames public discourse and manages the tenor of cooperation and competition in public communication. Examining public speeches and interviews from 2004 to 2011 through the lens of value analysis reveals not only the substantive differences, but also the commonalities in rhetoric styles shown by Chen and Ma and their respective administrations. When facing different audiences, both administrations calibrate and adjust their messages. Sharp attacks against China are usually reserved for domestic audiences, while Taiwan's aspirations and accomplishments are showcased for foreign audiences. Furthermore, while their language toward China may be different in tenor of denunciation and accusation, the Chen and Ma administrations exhibit a similar tendency to appeal to the sense of Taiwan identity derived from in-group bias.