Communicating the authentic China: partnership agreements and the use of Chinese sources and voices by Brazilian media

Abstract

This paper explores China’s public diplomacy in Brazil by focusing on the use of media partnership agreements that allow Beijing to gain greater agency in shaping the country’s image in the region. We examine the partnership between China Central Television and Brazil’s BandNews TV and the co-production of Mundo China, a short news segment solely focused on stories about China. By conducting quantitative content analyses, we assess the ways in which Chinese sources and voices are used on BandNews TV to communicate the authentic China to Brazilian audiences, and we seek to identify any possible correlation with the tone with which China is presented. The results show that Chinese sources and voices are a prominent feature on BandNews TV, and their use is accompanied by a more positive tone than in the way China is depicted on other channels. Additionally, the use of Chinese correspondents signals a partnership that exceeds the co-production of Mundo China. Finally, the data reveal that Chinese media engagement with other broadcasters is also bearing fruit.