Media's Agenda Setting and China's National Image
Author
Liu, Fengyuan
Term
4. term
Publication year
2013
Abstract
This thesis examines how mass media agenda-setting shapes perceptions of China’s national image in the West and why those perceptions diverge from the ideal image promoted by the Chinese government. Adopting a communication perspective, it applies agenda-setting theory to discuss how news and other coverage influence public salience and attitudes toward China. The analysis is situated within a historical overview of state-led image building from Mao to Hu Jintao and reviews key foreign policy narratives. It compares Chinese and Western media systems and cultural logics, including the role of Confucian Zhongyong, state control, and ideologically colored language in Chinese media versus Western, private, and critically oriented media. International opinion indicators are referenced to illustrate the gap between China’s self-image and external perceptions. The thesis argues that cultural and systemic differences, together with insufficient localization in overseas communication, foster misunderstandings and limit the effectiveness of a predominantly top-down, official public diplomacy approach. It therefore points to the need for more nuanced, locally adapted, and pluralistic communication to enhance China’s international image.
Dette speciale undersøger, hvordan massemediers dagsordensættelse påvirker opfattelsen af Kinas nationale image i Vesten, og hvorfor denne opfattelse afviger fra det idealbillede, som den kinesiske regering forsøger at fremme. Med et kommunikationsperspektiv anvendes agenda-setting-teori til at diskutere, hvordan nyheder og anden dækning former publikums opmærksomhed og holdninger til Kina. Specialet sætter analysen ind i en historisk ramme for statsligt ledet imageopbygning fra Mao til Hu Jintao og gennemgår centrale udenrigspolitiske narrativer. Det sammenligner kinesiske og vestlige mediesystemer og kulturelle logikker, herunder betydningen af Confuciansk Zhongyong, statslig kontrol og ideologisk præget sprogbrug i kinesiske medier over for vestlige, private og kritisk orienterede medier. Internationale meningsmålinger nævnes for at illustrere kløften mellem Kinas selvbillede og udlandets opfattelser. Specialet argumenterer for, at kulturelle og systemiske forskelle samt manglende lokalisering i udenlandsk kommunikation bidrager til misforståelser og begrænser effekten af en overvejende topstyret, officiel public diplomacy. Det peger derfor på behovet for mere nuanceret, lokalt forankret og pluralistisk kommunikation for at styrke Kinas internationale image.
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