国家形象的塑造是涉及不同信息来源的一个复杂的传播过程，香港媒体对于中国大陆形象的呈现与建构也有着自己的视角与特点。本文通过对三份香港地区的商业报纸《明报》、《星岛日报》和《苹果日报》在2005年、2008年和2010年关于中国大陆的报道进行内容分析，来了解香港报纸对于中国形象报道的整体表现和差异性特点，从而检视由媒介呈现的中国形象及其话语策略。研究发现，在社会大系统的影响下，香港媒体在报道中运用了强调、弱化、非政治意识形态的话语置换及策略性仪式等话语策略，来应对权力场的转换并与权力中心进行互动，从而影响到中国报道的主题取舍、立场选择以及情感倾向，也使得由香港媒体所建构的中国大陆形象多元而复杂。

National image is a complex communication process involving different information sources. Hong Kong media has its own perspective and characteristics in observing and reporting mainland China. In order to understand the overall performance and characteristics of Hong Kong newspapers, and to examine the media representation and discourse strategy of China image, a quantitative content analysis of the reports about mainland China on Ming Pao, Sing Tao Daily and Apple Daily in 2005, 2008 and 2010 was conducted. Findings show that under the influence of social system, a series of discourse strategies was used, such as emphasis, weakening, non-political ideological discourse replacement and strategic ritual, in order to cope with the changing field of power and interact with the main social power. The discourse strategies affect the topic, standpoint and tone of the reports, and make the representation and construction of China image diverse and complex.