Chinese Media ‘Going Out’ in Spanish Speaking Countries: The Case of CGTN-Español
| Autor: | Peilei Ye, Luis Alfonso Albornoz |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2018 |
| Předmět: |
Cultural Studies
Spanish speaking countries 050801 communication & media studies Context (language use) Chinese culture lcsh:Communication. Mass media 0508 media and communications Soft power Beijing Political science China Media Studies International Communication Government CGTN-Español ‘media going-out’ policy soft power business.industry Communication 05 social sciences Media studies Alternative media lcsh:P87-96 050903 gender studies Publishing 0509 other social sciences business |
| Zdroj: | Westminster Papers in Communication and Culture; Vol 13, No 1: Re-Evaluating China’s Global Media Expansion; 81-97 Westminster Papers in Communication and Culture, Vol 13, Iss 1, Pp 81-97 (2018) |
| ISSN: | 1744-6716 1744-6708 |
| Popis: | In the context of an accelerated ‘media going-out’ policy (SARFT, 2001), China Central Television launched in 2007 its Spanish-language channel: China Global Television Network en Español (CGTN-Español, formerly known as CCTV-Español). Born as a top-down initiative to enhance the country’s soft power (Nye, 1990), CGTN-Español has been tasked with promoting Chinese culture, creating an alternative media discourse and making Beijing’s official voice heard and understood in Spanish speaking countries. This article aims to study the development of CGTN-Español, as a vehicle of China’s ‘multichannel, multiform and multilevel’ soft power strategy (CPC Central Committee, 2011), at international level. At methodological level, it mainly draws on the review and analysis of a wide range of materials: official documents of the Communist Party of China and the Chinese government, sectoral reports of the State Administration of Press, Publishing, Radio, Film and Television, publications on Chinese TV industry, CCTV’s yearbooks and unpublished internal documents. Firstly, it addresses the economic-political and cultural factors that led to the establishment of the Beijing-based Spanish language service. Secondly, it explores how the general agenda of the ‘media going-out’ policy has affected CGTN-Español in terms of staff, production, programming and audience strategy, while factors like cultural proximity, content distinctiveness and local audiences’ tastes have also been taken into consideration. Finally, the article discusses the reception and audience of CGTN-Español. It concludes that CGTN-Español, with its China-focused and cultural and linguistically adapted offering, contributes to the achievement of the goal of the ‘media going-out’ policy; however, this contribution is largely limited by its low visibility, which points to some inherent problems of the policy itself. |
| Databáze: | OpenAIRE |
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