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.