The Role of Rhetorical Questions in English-Language Chinese News Headlines on Public Health

Abstract

Emotions and curiosity among readers can be used as tools to develop interest in public health issues, especially among international readers in contemporary times. This study examines how rhetorical questions in English-language headlines in Chinese online news persuaded readers during the COVID-19 pandemic. Using both framing and thematic analyses, the qualitative corpus of 20 interrogative headlines published in China Daily and Global Times between 2019 and 2024 was analysed. Drawing on Aristotle’s rhetorical appeals (ethos, pathos, and logos) and framing theory, this study identifies three persuasive themes: Risk and Uncertainty, Responsibility and Governance, and Solution and Science. Overall, the findings suggest that question-form headlines might enhance readers' judgment, emotional responses, and information-seeking behaviour regarding public health. However, the results should be interpreted with caution given the limited dataset; the study offers exploratory insights into rhetorical persuasion in transnational health communication.