Table Of ContentCHINA’S MEDIA GO GLOBAL
As part of China’s ‘going out’ strategy, China is using its media to promote its views
and vision to the wider world and to counter negative images in the US-dominated
international media. C hina’s Media Go Global , the first edited collection on this
subject, evaluates how the unprecedented expansion of Chinese media and com-
munications is changing the global media landscape and the role of China within it.
Each chapter examines a different dimension of Chinese media’s globalization,
from newspapers, radio, film and television, to social media and journalism cultures
and practices. Topics include the rise of Chinese news networks, China Daily as an
instrument of China’s public diplomacy and the discussion around the growth of
China’s state media in Africa. Other chapters discuss entertainment television, finan-
cial media and the advertising market in China.
Together, this collection of essays offers a comprehensive evaluation of complex
debates concerning the impact of China on the international media sphere, and
makes a distinctive addition to Chinese media studies, as well as to broader global
media discourses. Beyond its primary readership among academics and students,
China’s Media Go Global is aimed at the growing constituency of general readers, for
whom the role of the media in globalization is of wider interest.
Daya Kishan Thussu is Professor of International Communication at the
University of Westminster, UK.
Hugo de Burgh is Professor and Director of the China Media Centre, University
of Westminster, UK.
Anbin Shi is Professor and Director of the Israel Epstein Center for Global Media
and Communication at Tsinghua University, Beijing, China.
Internationalizing Media Studies
Series Editor: Daya Kishan Thussu
University of Westminster
For a full list of titles in this series, please visit www.routledge.com/Internationalizing-
Media-Studies/book-series/IMS
Internationalizing Media Studies
Edited by Daya Kishan Thussu
Popular Media, Democracy and Development in Africa
Edited by Herman Wasserman
The Korean Wave
Korean Media Go Global
Edited by Youna Kim
Mapping BRICS Media
Edited by Kaarle Nordenstreng and Daya Kishan Thussu
Contemporary BRICS Journalism
Edited by Svetlana Pasti and Jyotika Ramaprasad
China’s Media Go Global
Edited by Daya Kishan Thussu, Hugo de Burgh and Anbin Shi
CHINA’S MEDIA
GO GLOBAL
Edited by Daya Kishan Thussu,
Hugo de Burgh and Anbin Shi
First published 2018
by Routledge
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© 2018 selection and editorial matter, Daya Kishan Thussu, Hugo de Burgh
and Anbin Shi; individual chapters, the contributors
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CONTENTS
List of figures viii
List of tables ix
Notes on contributors x
Introduction 1
Daya Kishan Thussu, Hugo de Burgh and Anbin Shi
PART I
Conceptualizing the rise of China’s media 15
1 Globalization of Chinese media: the global context 17
Daya Kishan Thussu
2 China’s role in remapping global communication 34
Anbin Shi
3 Domestic context of Chinese media’s globalization 52
Hugo de Burgh
4 From the outside in: CCTV going global in a new world
communication order 67
Zhengrong Hu, Deqiang Ji and Yukun Gong
5 Soft power and the strategic context for China’s ‘media
going global’ policy 79
Suzanne Xiao Yang
vi Contents
PART II
Chinese media abroad 101
6 Tiangao or tianxia? The ambiguities of CCTV’s
English-language news for Africa 103
Vivien Marsh
7 China Daily – Beijing’s global voice? 122
Falk Hartig
8 The ‘going out’ of China Radio International 141
Kuo Huang
9 Internationalization of China’s new documentary 153
Guoqiang Yun and Jing Wu
10 China’s media going global: newspapers and
magazines 167
Miao Mi
PART III
Discourses of Sino-globalization 183
11 The effectiveness of Chinese cultural centres in China’s
public diplomacy 185
Xiaoling Zhang and Zhenzhi Guo
12 Foreign correspondents in China: partner or liability in
China’s public diplomacy? 199
Wanning Sun
13 China in Africa: refiguring centre–periphery media
dynamics 213
Yu Xiang
14 The rise of China’s financial media: globalizing economy
vs. globalizing economic discourse 230
Jingwei Piao
15 The three patterns of Chinese international
communication 247
Qing’an Zhou and Yanni Wu
Contents vii
PART IV
Media with Chinese characteristics 257
16 Advertising in China: global implications and impacts 259
Shanshan Lou and Hong Cheng
17 Social media and global conversation 274
David Feng
18 Transforming entertainment television through transnational
formats 293
Hong Li and Rong Zeng
19 Yunnan media rhetoric on the ‘gateway’ to Southeast Asia 305
Jiao Yang and Mei Wu
Index 313
FIGURES
4.1 The global provision of CCTV International channels 70
5.1 Xinhua news agency in numbers 93
5.2 Facebook fans of English-language news outlets, in millions 94
10.1 The transformation of Chinese newspapers’ business model 178
13.1 Revision of centre-periphery model 217
13.2 African students’ perception of the image of China on
CCTV News 220
13.3 African students’ impressions of CCTV-Africa 221
13.4 African students’ reception of CCTV-Africa 225
19.1 Articles with the word ‘gateway’ in the title 307
TABLES
6.1 Frames detected in news coverage of Ebola on CCTV
Africa’s YouTube channel between 1 July and 31 December 2015 110
7.1 Regional distribution of C hina Daily Asia Weekly 129
11.1 Establishment of China cultural centres around the world 187
11.2 Partnerships between CCCs and Chinese provinces 191
11.3 Favoured destinations for Chinese cultural institutions 192
13.1 Typology of audience’s reception of media content 222
14.1 Four-phase dual development of China’s financial
media and economics 231
14.2 China’s financial media groups and media
convergence 234
14.3 Veteran financial media professionals turning into
private media ventures 236
16.1 China media spend by category 2011, 2014, and
2015, $billion 261
17.1 Results based on case study on smog 283
17.2 Results based on case study on Chinese high-speed rail 287
