This article sets out to show that language in translation plays a performative role, because the terms it uses effectively retranslate social norms and institutional positions that were built up in a different culture and in different historical circumstances. In the case of the emerging communication sciences in China, American concepts on communication, which arrived in translation, came to encounter Chinese norms and positions on journalism and propaganda, and this caused a mutual reconfiguration of the actants, both social and linguistic. We look here at how the Chinese socio-cultural system re-created its own local order in the form of a discipline which is specific to the country, “xinwen chuanboxue” (sciences of journalistic communication).