Revealing China’s Soft Power Narratives in State-Owned Media: A Content Analysis

Abstract

Existing analyses of China’s soft power coverage by the media largely focus on individual soft power activities, and rarely study media coverage of comprehensive soft power projection as a whole. This study shines new light on soft power narratives through a content analysis of its components, actors, information sources, and themes from 2010 to 2019. This study has provided a deeper and more holistic understanding of China’s soft power narratives in its attempts to address negative perceptions and build a positive image. The major findings reveal that Chinese media focus on achievements, weaknesses, and potentials as themes, and their attention has shifted from culture and domestic information sources to economy and non-Chinese information sources in the two periods: 2010–2016 and 2017–2019. The analysis of this paper indicates a trend toward a more balanced portrayal of China’s soft power initiatives. It also presents China’s growing confidence and self-assurance in soft power coverage. However, given the role of the state-run media outlets as instruments of the state’s public diplomacy strategy, the media coverage might reflect a selective representation of soft power to engage with international audiences more effectively.