The official Chinese "Xinhua News Agency" hosted the fifth edition of the World Media Summit in Guangzhou and Kunming from December 2 to 8, 2023. Representatives of media outlets, research centers, and international organizations from more than 100 countries and regions attended the event that the agency is hosting for the third time, following the previous two editions in 2009 and the fourth in 2021.
In March 2023, the Chinese government allocated a budget of 54.84 billion yuan (approximately USD 8 billion) for diplomatic spending in the current year, reflecting a 12.2% increase. This budget encompasses various fields, including foreign propaganda. This financial commitment prompts an exploration into China's interest in the role of media within the context of its foreign policy objectives. Questions arise regarding the methods and tools employed in Beijing's media strategy, the resultant outcomes of media utilization, and the potential challenges that China may encounter in this domain.
Chinese Motives
A robust relationship exists between the media and foreign policy in the contemporary international system. The media has evolved into a crucial tool for advancing foreign policy objectives, aligning with the national interests of diverse international actors. This is achieved by shaping public opinion both globally and within specific countries. Adhering to this trend, China is actively engaged in its globalization project. The aim is to transition from the earlier stage of isolation and passivity, characteristic of its foreign policy during the era of Deng Xiaoping, to a more dynamic and proactive approach under the current presidency of Xi Jinping.
Xi's endeavors manifest in initiatives to enhance China's soft power, propagate a positive Chinese narrative, and effectively communicate Beijing's messages to the global audience. This overarching goal serves as the focal point for the efforts of Chinese official media and diplomats abroad in implementing Beijing's foreign policy objectives. This primary objective is underpinned by several sub-motives, which can be analyzed as follows:
1. Defending China's core issues:
Chinese media and representatives of Chinese diplomacy abroad actively advocate for issues central to Beijing's domestic and foreign policies despite facing frequent criticism. These include sensitive topics such as the Taiwan issue, the situation of Muslims in the Xinjiang region, the Tibet issue, political and social stability, human rights, the anti-corruption campaign, as well as contentious matters like the South China Sea and Hong Kong issues.
2. Addressing Western media hegemony:
China is actively challenging what it perceives as the "imperialism" of Western media, a stance driven by the West's prolonged dominance in the global media and information landscape. This challenge unfolds within the broader context of political and ideological rivalry with the West, notably led by the United States. In response, Chinese state media is presenting an alternative perspective to the Western narrative, promoting a distinctive Chinese version and narrative on issues and events spanning China, Asia, and the world.
In this paradigm, China distinguishes itself by providing more extensive reports and news coverage on developing countries than Western media. Importantly, this effort is characterized by transparency, devoid of hidden agendas, and devoid of attempts to advocate for any specific political or social ideals on behalf of countries worldwide. Additionally, China maintains a neutral stance on global issues, further differentiating its media approach in the international arena.
3. Redrawing the global media and information landscape map:
China is actively influencing the international media and information discourse, especially in nations closely connected to the Chinese Belt and Road Initiative. Beijing is strategically aiming to enhance media collaboration with developing and emerging market countries, primarily within the Global South. This initiative involves a multilateral approach, aligning with China's objectives and advancing its official perspective.
In pursuit of these goals, the Xinhua News Agency, in partnership with major media outlets in Brazil, Russia, India, and South Africa, has inaugurated the "BRICS Media Forum." The forum is designed to counter attempts by some countries to monopolize global media discourse. Additionally, China has put forth a proposal to establish a high-level discussion and cooperation mechanism among the world's four major international news agencies, namely Xinhua, Reuters, the Associated Press, and Agence France-Presse.
4. Reinforcing collaboration with nations that share similar values:
The Chinese Communist Party actively seeks collaboration with like-minded nations, aiming to advance its "core national interests." These interests primarily include ensuring the Party's enduring power, safeguarding China's sovereignty and territorial integrity, and fostering a stable international environment. The overarching objective is to enhance the overall national strength of the state.
As an illustration, Chinese state media is directing attention towards Africa with the purpose of enhancing Beijing's image and that of its political system on the African continent. This effort extends to promoting Chinese-African solidarity, representing a stark departure from the approach taken towards the United States. In this context, the Chinese Communist Party strategically employs media outreach as a tool to strengthen relationships, shape perceptions, and further its core national objectives.
5. Promoting China's development and modernization model:
China has the world's second-largest economy, making its development and economic policies and measures of interest to all countries, which is what the Chinese state media attempts to promote on an international basis. During the 5th World Media Summit, the Xinhua News Agency released a study report titled "The Human Economy in the New Era” to understand Chinese modernization better.
6. Increasing the popularity of Chinese culture:
The Central China Propaganda Department announced in 2021 that it will broaden the popularity of Chinese "cultural products" to foreign audiences by utilizing new media platforms such as films, TV episodes, and video games. The aim is to implement cultural investment and cooperation abroad, build international marketing networks, and expand the global scope of high-quality cultural assets.
7. Refuting Washington's misperceptions towards Beijing:
In the context of the competition and conflict that characterizes Sino-American relations, Chinese official media actively challenges what it perceives as inaccurate portrayals of China by the United States. This includes countering the U.S.'s promotion of a "Chinese threat" narrative, its interference in Beijing's internal affairs, and its distortion of China's domestic and foreign policies. This proactive stance by Chinese media is a response to perceived efforts to contain Beijing through the dissemination of misleading perceptions and narratives.
Various Mechanisms
As part of its efforts to employ official media and diplomats abroad to achieve its foreign policy objectives, China is implementing a foreign media and propaganda strategy based on a variety of mechanisms and means, the most prominent of which can be examined in the points below:
1. Sharing content with international media:
Chinese state media collaborates with major international media outlets through agreements, enabling the dissemination of Chinese-produced news and media content in various countries. This strategic approach aims to reach a broad and diverse audience. Chinese official media produces content in 12 different languages, and as of the end of 2021, Xinhua Agency operates 181 offices in 142 countries and regions worldwide.
The Belt and Road News and Media Cooperation Network has expanded to encompass 217 media sources from 101 countries across Asia, Africa, Europe, South America, North America, and Oceania. China Global Television Network reaches audiences in 140 countries, while China Radio International broadcasts in 65 languages.
During the 5th World Media Summit, Xinhua News Agency signed media cooperation agreements with international media outlets and organizations from Argentina, the Philippines, Russia, Burundi, and Barbados. The objectives of these agreements include fostering collaboration in news interchange, facilitating exchange of individuals and visits, and promoting integrated media development.
2. Financial investments in local and international media:
While precise official figures on Chinese spending on both local and foreign media remain unavailable, various international media studies and reports have provided estimates of China's financial commitments to advance its foreign policy objectives. According to available sources, Beijing has allocated approximately USD 6.6 billion since 2009 to enhance its global media presence, with an additional USD 2.8 billion invested in the media sector between 2008 and 2018. Freedom House reports that Beijing annually allocates billions of dollars for international propaganda and monitoring activities.
In March 2019, Reporters Without Borders disclosed that the Chinese government invests around USD 1.3 billion annually to expand the global reach of its media. The report also highlighted Beijing's efforts to exert influence over foreign media outlets by acquiring shares in them. This assertion was corroborated by a late September 2023 report from the US State Department, confirming that the Chinese Investment Corporation owns 7% of the French satellite operator Eutelsat, enabling the broadcasting of state-run Chinese channels to promote Beijing's narrative in Africa.
3. Organizing major media meetings and forums:
China has emerged as a significant player in the global media landscape. As part of its official media strategies on the international stage and to advance its foreign policy objectives, Chinese media institutions actively host and organize various major multilateral media meetings and forums. Notably, Xinhua has taken the lead in organizing the World Media Summit, hosting the event three times in 2009, 2021, and 2023. The primary aim is to enhance media exchange and foster collaboration among journalists and media professionals from around the world.
4. Employing advanced technologies:
Despite the Chinese government's global ban on major Western social media platforms like "X" (formerly Twitter) and "Facebook," it is noteworthy that Chinese state-run official media and diplomats employ similar methods. This presents a clear contradiction on the part of the Chinese Communist Party, as it prohibits these approaches within China but utilizes them abroad to convey its ideas to the targeted foreign audience.
Moreover, according to American reports, Chinese hackers have targeted American infrastructure with the intention of disabling it in the event of a conflict between Beijing and Washington. Microsoft researchers have also highlighted China's use of artificial intelligence to advance its propaganda efforts in the United States and other countries, pointing out that "China has continued to expand its cyber capabilities in recent years and has shown more ambition in its information campaigns."
Mixed Results
The assessment of China's endeavors in leveraging official media and using these channels by its diplomatic representatives abroad to advance foreign policy objectives indicates a relative success in transforming media into a potent tool for achieving Beijing's goals in its external relations. However, this success is confronted by several challenges that may curtail the influence of Chinese official media in realizing the external objectives of the state and the Chinese Communist Party. This is illustrated by the following:
1. Notable success indicators:
Multiple indicators highlight the relative success of Chinese official media as a tool for achieving Beijing's foreign policy objectives. Media cooperation has expanded between China and a majority of countries globally, with "Xinhua Agency" entering into cooperation agreements with over 3,600 institutions worldwide as of December 2023, encompassing media outlets, government departments, and higher education institutions. In recent years, Chinese state media have effectively increased their international presence and influence, whether through producing Chinese news and media content or disseminating state-run television and radio programs.
However, this relative success has been accompanied by a noticeable decline in China's global standing and reputation. According to the September 2022 Freedom House report, public opinion in 23 of the 30 surveyed countries has become less favorable toward China or its leadership. Pew Research Center studies also reveal a growing hostility in public opinion in advanced economies toward China since 2017. The center attributes this deterioration in perceptions to concerns about Beijing's human rights record, military expansion in the South China Sea, and the handling of the COVID-19 pandemic.
2. Various challenges:
The Chinese media grapples with various challenges, notably adapting to new media technologies, especially artificial intelligence, and combating the spread of fake news. Furthermore, it is becoming a focal point of competition and conflict between China and the United States. The increasing reliance of some developing countries on Chinese news and media content poses a threat to Western media, leading Washington to accuse Beijing of engaging in a major propaganda campaign in what the U.S. portrays as an undeclared "global information war." In response, Beijing strongly denies these allegations, countering that Washington is the true "Empire of Lies."
As a major player in the international system, China strategically deploys media in all its forms as a primary tool to achieve foreign policy objectives. The overarching goal is to narrate Beijing's story positively to the global audience and enhance the influence of its soft power, making its political and developmental model more appealing than the Western model, particularly that of Washington. Despite achieving success in using media to serve foreign policy goals, China currently maintains diplomatic ties with 182 countries worldwide. However, this success is met with numerous challenges that may negatively impact China's global image. Therefore, Beijing needs to scrutinize these challenges, particularly those originating from within its borders, and propose effective solutions to address them. This approach is crucial for improving China's international image, boosting the influence of its soft power, and elevating its role and standing in the international system.
