Abstract
ABSTRACT This article investigates the dissemination of Chinese culture and entertainment within Malaysia’s news media coverage. Using topic modelling and qualitative coding, the findings reveal how media outlets like The Star play a crucial role in shaping China’s image by strategically employing reciprocity and negotiation to seek common ground while reserving differences. This research deepens our understanding of China’s image in neighbouring countries and explores effective ways to facilitate transnational cultural interaction. It is important to note that this study focused solely on in newspaper content, limiting conclusive inferences regarding audience attitudes. Nevertheless, the findings contribute to the media influence literature and provide valuable references towards enhancing cultural exchange and cooperation between China and Malaysia. Thus, it serves as a foundation for discerning the implications of bilateral cultural interactions amid evolving regional dynamics, particularly within the context of globalisation.
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