Centre for Research in Communication and Culture


17 May 2017

China’s State Media Going Global: China, Soft Power and the International Arena

Presented By Joy Jie Shao
  • 1-2pm (part of the CRCC seminar series)
  • Brockington U1.22

About this event

China’s State Media Going Global: China, Soft Power and the International Arena

On 1 January 2017, the international arm of China Central Television Station (CCTV News) has rebranded as China Global Television Network (CGTN). The change of name is an indicator of the complexity of China’s ‘Go global’ media strategy, which indicates the continued importance of ‘Go global’ strategy for the Chinese state and the problems it has faced in pursuing this strategy. Launched with great fanfare in 2009, with billions RMB invested into the ‘Big Four’ Chinese state media: Xinhua News Agency, CCTV, China Daily and China Radio International, ‘Go global’ can be seen as a distinctive effort to strengthen and extend China’s soft power, which was designed by Chinese government to convey China’s perspective, increase its global visibility and influence and consequently favour China.

The paper examined the implementation of the strategy in the different world regions in different periods. And it seeks to map the strategy and establish the progress, scale and scope of the strategy. Based on official documents and interviews with those involved in the ‘go global’ strategy, this paper argues, although it is certain that Chinese state media has taken advantage of the strategy to transform from the biggest propaganda machine into multifaceted global news providers, the answers to the bigger questions about China’s soft power – How possible that China’s state media could be successfully rebranded as an alternative to the dominant Western voice presenting Chinese definitions and interpretations of issues and events, given the prevailing global perception of them as CPC’s mouthpiece lack of credibility? Will ‘Go global’ strategy boost China’s national image? – are uncertain.

This event is part of the CRCC seminar series.