Together, 飞扬 (fēiyáng) creates the image of someone flying high and showing off, while 跋扈 (báhù) depicts them trampling on everything without restraint. The combination is a powerful metaphor for someone whose ego is completely out of control.
In traditional and modern Chinese culture, values like humility (谦虚 qiānxū), modesty, and social harmony (和谐 héxié) are highly prized. Acting `飞扬跋扈` is the direct antithesis of these ideals. It's considered a serious character flaw, indicating a lack of self-awareness, respect for others, and social grace. A useful Western comparison is the difference between “assertiveness” and `飞扬跋扈`. In Western business culture, being assertive is often seen as a positive leadership trait—it means confidently expressing your opinions and needs. However, `飞扬跋扈` is far beyond assertiveness. It is pure, unrestrained dominance that seeks to intimidate and belittle. It's the behavior of a tyrant or a bully, not a leader. Someone who is `飞扬跋扈` makes others “lose face” (丢面子 diū miànzi) by publicly disregarding their status and dignity, a major social taboo.
`飞扬跋扈` is a strong term used to criticize someone's behavior. It's formal enough for written news but common enough to be used in conversations when you want to express serious disapproval.
The connotation is always negative. There is no context in which being described as `飞扬跋扈` is a compliment.