Political discourse is a persuasive device used to gain public support, and official counterterrorism narratives are no exception. Drawing on theoretical convergence between Critical Terrorism Studies and Critical Discourse Analysis (CDA) in their understanding of discourse as a persuasive tool, this research aims to demonstrate the utility of discourse analysis in deciphering the political ideology sustaining official counterterrorism rhetoric. Through quantitative diachronic observation of key terms (terrorism, separatism, and extremism) and the systematic codification of Xinjiang White Papers (2003–2019), this research applies van Leeuwen’s (2008) model of social practice analysis, participant representation, and legitimation categories to reveal the specific rhetoric tools ultimately aimed at securing the Communist Party of China’s (CPC) political legitimacy. This article builds on CDA theory by linking discourse and political practice, reflecting on the pragmatic consequences of implicit power structures within official counterterrorism discourse, involving in this case the CPC and ethnoreligious groups in Xinjiang.