As part of its ‘going out’ strategy, China is using the media to promote its views and vision to the wider world and to counter negative images in the US-dominated international media. China’s Media Go Global, the first edited collection on this subject, evaluates how the unprecedented expansion of Chinese media and communications 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. 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, financial 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 landscape, 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.
Introduction by Daya Kishan Thussu, Hugo de Burgh and Shi Anbin
PART I CONCEPTUALISING THE RISE OF CHINA’S MEDIA 1. The globalization of Chinese media: the global context by Daya Kishan Thussu 2. China’s role in remapping global communication by Anbin Shi 3. Domestic context of Chinese media’s globalization by Hugo de Burgh 4. From the outside in: CCTV going global in a new world communication order by Zhengrong Hu, Deqiang Ji and Yukun Gong 5. Soft Power and the strategic context for China’s ‘media going global’ policy by Suzanne Xiao Yang
PART II CHINESE MEDIA ABROAD 6. Tiangao or tianxia - the ambiguities of CCTV’s English-language news for Africa by Vivien Marsh 7. China Daily – Beijing’s global voice? by Falk Hartig 8. The ‘going out’ of China Radio International by Kuo Huang 9. Internationalization of China’s new documentary by Guoqiang Yun and Jing Wu 10. China’s media going global: newspapers and magazines by Miao Mi
PART III DISCOURSES OF SINO-GLOBALIZATION 11. The effectiveness of Chinese Cultural Centres in China’s public diplomacy by Xiaoling Zhang and Zhenzhi Guo 12. Foreign correspondents in China: Partner or liability in China’s public diplomacy by Wanning Sun 13. China in Africa: Refiguring centre-periphery media dynamics by Yu Xiang 14. The rise of China’s financial media: Globalizing economy vs. globalizing economic discourse by Jingwei Piao 15. The three patterns of Chinese International Communication by Qing’an Zhou and Yanni Wu
PART IV MEDIA WITH CHINESE CHARACTERISTICS 16. Advertising in China: Global implications and impacts by Shanshan Lou and Hong Cheng 17. Social media and global conversation by David Feng 18.Transforming entertainment television through transnational formats by Hong Li and Rong Zeng 19. Yunnan media rhetoric on the ‘Gateway’ to Southeast Asia by Jiao Yang and Mei Wu
"Alongside China’s recent ever greater efforts to become a more and more influential player in the global arena, this collection certainly serves as an enlightening and thoughtful study on why and how China’s media go global. Consisting of contributions from many established communication scholars and well-known media practitioners in China, this book is no doubt a an excellent, very comprehensive and up to date, and truly resourceful tool for readers to better understand the complexity of the interplay of China’s media and politics/ideology and its unique media system and practice."
Professor Junhao Hong, State University of New York at Buffalo
"This collection of articles on Chinese media in the global context will be invaluable to anyone researching or teaching about contemporary China, international communication, and international relations more generally. The editors have gathered a wide range of material from leading experts in China and elsewhere that is both empirically rich and intellectually stimulating."
Colin Sparks, Hong Kong Baptist University, Hong Kong
"I am thrilled to witness that three leading scholars from India, China and Britain joined hands in accomplishing this ground-breaking volume. The day when all voices from communities of different value systems, political beliefs and knowledge can be heard through various media platforms which are free from Western agenda-setters, is the day when people around the world attain their freedom of expression and truthful news."
Li Xiguang, Director of UNESCO Global Chair of Media Literacy, Information and Intercultural Dialogue, Tsinghua University