This article provides an empirically grounded assessment of China's increasing role in the African mediasphere. Taking those contested areas and the existing research gaps more seriously into consideration is imperative to understand China’s communicative practices which increasingly become a major component of China’s overall behavior on the global stage. By mapping out these areas, this article provides avenues for further research and argues in favor of interdisciplinary mixed-methods research in this field.
#CHINA RADIO INTERNATIONAL HOW TO#
These contestations concern (1) the question how to describe and conceptualize image management practices, (2) the question what instruments belong to image management practices, and (3) most importantly the question of audiences and how to measure the impact of these practices. This stagnation, I argue, is first due to a tendency to focus research on a few recurring themes and second due to three contested areas and related research gaps. This article, however, identifies a certain stagnation in knowledge production. Image Management is a crucial aspect of China’s engagement with the world, and the related scholarship has already produced high-quality learned analyses. International partnerships and cooperation with foreign media are another successful approach of CRI in winning China's influence abroad. This paper finds that the Chinese broadcaster, more than its Western counterparts such as BBC and the Voice of America, largely employs social site networks and new media, making interactivity its pivotal point of development. One tool of this strategy is the international expansion of its media in different modes in the framework of the "going out" policy, aiming to make the Chinese language, Chinese culture and the Chinese media more visible internationally.
China has moved away from pure propaganda toward a nuanced public relation strategy. This paper explores and discusses about the strategies of the Chinese government in strengthening its international influence and image - the so called soft power - in the digital culture by examining the case of China Radio International (CRI), the only Chinese state-owned radio allowed to broadcast to overseas audience. Historically, economic power has always been accompanied by increasing international cultural influence and its certain that China's economic stature will also be reflected in the diffusion of Chinese culture. The dramatic economic growth of China has meant a renewed international influence: it is widely recognized that China is, today, a central actor in the world economy and politics.
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