China’s international media presence plays a pivotal role in amplifying its reach and reinforcing its soft power propaganda network globally. State-run media outlets like China Global Television Network (CGTN) and Xinhua News Agency broadcast in multiple languages, targeting diverse audiences worldwide. For instance, CGTN offers channels in English, Spanish, French, Arabic, and Russian, ensuring China’s narratives reach a broad spectrum of viewers. Additionally, CGTN’s specialized channels, such as CGTN Turk and CGTN Hausa, operate on popular social media platforms like Facebook and X, further expanding their influence.
Xinhua News Agency, dubbed “The World’s Biggest Propaganda Machine” by Reporters Without Borders, is a cornerstone of this strategy. It operates globally, providing content in multiple languages while subsidizing coverage costs to ensure widespread dissemination of Chinese viewpoints. Xinhua’s CNC World, a 24-hour English-language news channel, is designed to offer a favorable view of China, countering foreign media narratives.
Moreover, China’s media outlets are available across numerous cable and satellite providers worldwide, making channels like CCTV-4 and CGTN accessible in various regions. This global media network allows China to strategically influence international perceptions, particularly in countries with significant Chinese-speaking populations and in regions where China’s economic interests are strong.
For instance, the Global Times, another Chinese state-run outlet, receives significant traffic (average 104.6K monthly organic visits) from countries like India (30%), the United States (27%), and Australia (7%), illustrating the global reach of China’s media apparatus.
China Daily, another key player in China’s international media strategy, further amplifies the country’s global soft power. With an organic traffic of 44.8K monthly visits, it reaches a significant audience, particularly in Western and Asian countries. The majority of its readership comes from the United States, accounting for 43% of the traffic, followed by India (9%), Australia (7%), Singapore (6%), and Malaysia (5%). China Daily publishes content in English, making it accessible to a global audience and allowing China to shape international perspectives on various issues. Through these extensive media channels, China effectively promotes its political and cultural narratives, aligning global content with its ideological goals and enhancing its soft power influence on the world stage.
Propaganda by Xinhua: Key Examples
Xinhua News Agency, as China’s largest and most influential state-run news organization, has been at the forefront of disseminating propaganda that aligns with the Chinese government’s narratives on various contentious issues.
During the 2017 Doklam standoff, Xinhua released a satirical video titled “Seven Sins of India,” which portrayed India in a derogatory manner, sparking accusations of racism and anti-Indian sentiment.
In 2019, during the Hong Kong protests, Xinhua’s biased portrayal of the protests as violent and illegitimate led to Twitter banning state-sponsored media from ad purchases.
Xinhua’s role in spreading propaganda became even more evident during the COVID-19 pandemic, where it downplayed the virus’s threat and emphasized China’s response while ignoring early cover-ups and public discontent.
Additionally, Xinhua has been involved in promoting disinformation during the Russian -Ukraine war by supporting pro-Kremlin narratives through digital ads on Facebook. These examples underscore Xinhua’s role in advancing the Chinese government’s propaganda efforts on a global scale.
CGTN and Its Role in Chinese Propaganda
China Global Television Network (CGTN) is a key player in the Chinese government’s global media strategy, acting as the international arm of China Central Television (CCTV). Controlled by the Central Propaganda Department of the Chinese Communist Party, CGTN broadcasts in multiple languages and aims to promote China’s narratives to a global audience. Over the years, CGTN has been embroiled in various controversies, including the detention of Australian journalist Cheng Lei on national security grounds and its dissemination of disinformation regarding COVID-19. The network has also faced criticism for its biased coverage of significant geopolitical events, such as the 2019 Hong Kong protests, the Russian -Ukraine war, and the Fukushima Daiichi Nuclear Power Plant discharge. These incidents highlight CGTN’s role in spreading Chinese state propaganda, often facing pushback from international regulators. For instance, the United States designated CGTN as a foreign mission, and the UK revoked its broadcasting license in 2021 due to concerns over editorial independence and political control.
CGTN’s YouTube Network and Its Global Reach
CGTN’s YouTube network is a significant component of its international media presence, leveraging the platform to reach diverse audiences across the globe. The main CGTN channel boasts 3.14 million subscribers, making it the flagship of the network. Other regional and language-specific channels, such as CGTN Africa with 884K subscribers and CGTN Español with 530K subscribers, highlight CGTN’s tailored approach to different markets. The network also includes specialized channels like CGTN Sports Scene (175K subscribers) and CGTN Documentary (9.5K subscribers), further expanding its reach and influence. With content available in multiple languages, including Arabic (588K subscribers) and French (457K subscribers), CGTN’s YouTube channels play a crucial role in disseminating content that aligns with China’s global narratives, making it a vital part of the country’s soft power strategy.
| Channel Name | Subscriber Count |
|---|---|
| CGTN | 3.14M |
| CGTN Europe | 448K |
| CGTN America | 707K |
| CGTN Africa | 884K |
| CGTN Documentary | 9.5K |
| CGTN Arabic | 588K |
| CGTN Global Watch | 6.04K |
| CGTN BIZ | 2.58K |
| CGTN Sports Scene | 175K |
| CGTN Podcasts | 3.23K |
| CGTN Global Business | 8.14K |
| CGTN Français | 457K |
| CGTN UN | 193 |
| CGTN Español | 530K |
| CGTN на русском | 289K |
Here is a case study of two of its prominent YouTube Channels:
YouTube Channel: CGTN Arabic
- Subscribers: 587K
- Total Videos: 33,292
- Total Views: 251,280,527
- Joined: December 12, 2016
- Country: Hong Kong
CGTN Arabic, formerly CCTV-Arabic, is an Arabic-language television channel under the China Global Television Network, a subsidiary of China Central Television. The channel serves as a propaganda arm of the Chinese government, disseminating content that aligns with the Chinese Communist Party’s (CCP) agenda. It aims to shape perceptions of China in the Arabic-speaking world, often countering Western narratives and promoting a sanitized image of China, including controversial areas like Xinjiang.
Key Propaganda Themes
1. Propaganda to Whitewash Xinjiang’s Image:
- Example: Xinjiang’s Tex: Gold Melts with Sunset and Twilight Clouds: This video showcases the scenic beauty of Xinjiang, a region often criticized for human rights abuses. The content appears designed to distract from these issues and promote a positive image of the area, aligning with CCP efforts to whitewash the region’s reputation.
- Example: Altai, Xinjiang: Summer River Valley is Spectacular: Similarly, this video emphasizes Xinjiang’s natural landscapes, avoiding any mention of the political and human rights concerns that have garnered international attention.
2. Promoting China’s Global Influence:
- Example: Gazans welcome Beijing Declaration, hope Palestine achieves unity, ends war: This video portrays China as a peacebroker in the Middle East, attempting to position it as a more constructive player than Western nations.
- Example: Various Palestinian circles praise China’s role in reaching the Beijing Declaration between Palestinian factions: Again, the content highlights China’s diplomatic efforts, pushing the narrative that China offers peaceful solutions, unlike the often criticized approaches of the West.
3. Bashing Western Media and Policies:
- Example: World-renowned economist Jeffrey Sachs talks about China’s victory in the fight against poverty: This video not only praises China’s economic achievements but also implicitly critiques West for not recognizing or covering these successes adequately.
- Example: American consumers are very willing to buy what China produces: By highlighting the appeal of Chinese products, this content seeks to counter negative Western media portrayals of Chinese goods and economic practices.
4. Promoting Chinese Culture and Economic Achievements:
- Example: China Business: Purple Clay Pitchers Making Process: This video focuses on Chinese cultural craftsmanship, projecting an image of China as a nation rich in tradition and skill, in line with the CCP’s cultural diplomacy efforts.
- Example: Prospects for investment cooperation between the UAE and China in high-tech industries and the digital economy: This video highlights economic collaboration between China and the UAE, showcasing China’s technological advancements and painting a picture of a prosperous and innovative nation.
5. Positive Spin on Controversial Issues:
- Example: Why do Chinese electric cars amaze our foreign friends so much? (Part 1): This video promotes China’s technological advancements in electric vehicles, indirectly countering criticisms from the West regarding China’s environmental policies and technological ethics.
Community Engagement
In recent years, CGTN Arabic’s community posts have frequently bashed nations like Japan and the Philippines, questioning Japan’s involvement in US-led security mechanisms and suggesting that it undermines peace and stability in the Asia-Pacific region. Posts have also criticized Japan’s increased defense spending and its perceived drift away from its pacifist constitution. Furthermore, the channel has raised concerns about the Japan-Philippines ‘Reciprocal Access Agreement’ (RAA), implying that Japan’s actions in the South China Sea exacerbate regional tensions.
YouTube Channel: CGTN French
- Subscribers: 456K
- Total Videos: 65,020
- Total Views: 156,756,675
- Joined: August 9, 2013
- Country: France
Key Propaganda Themes:
1. Geopolitical Narratives Favoring China and Russia:
- Example: Putin: Russia has withstood unprecedented economic pressure (302K views): This video praises Russia’s resilience in the face of economic sanctions, aligning with the CCP’s narrative that the West’s pressure tactics are ineffective.
- Example: Russia-Ukraine conflict: China accuses the United States of taking advantage of the crisis (247K views): This video echoes China’s narrative that the U.S. is exploiting global conflicts, reinforcing CCP’s stance against Western interference.
2. Criticism of Western Media and the USA:
- Example: Former US Ambassador to Moscow: Washington Lied to Kyiv About NATO Membership (245K views): The video supports the claim that the U.S. misled Ukraine, a narrative commonly pushed by both Russian and Chinese state media.
- Example: Ding Yifan: US set trap by inciting Russia-Ukraine conflict (224K views, 2 years ago): This video suggests that the U.S. instigated the Russia-Ukraine conflict, promoting a perspective that aligns with CCP and Russian narratives.
3. Positive Portrayal of China:
- Example: Chinese Minister of National Defense: China will defend its national interests and dignity (259K views): This video underscores China’s commitment to its sovereignty, aligning with CCP’s emphasis on national dignity.
- Example: China builds social housing in Guinea Conakry (266K views): The video showcases China’s contributions to infrastructure in developing countries, reflecting China’s global influence and benevolence.
Community Engagement:
In community posts, CGTN French conducts polls that align with their geopolitical goals, often promoting narratives favorable to China. Some examples include:
- Example: Poll on Trade Frictions: China and Europe should resolve trade frictions over electric vehicles through dialogue and consultation, and reach a cooperative rather than protectionist solution. Do you agree with this? (537 votes)
- Example: Poll on Global Cooperation: In the era of globalization, countries have different comparative advantages and strengthening cooperation is the key to solving problems. Do you agree with this? (303 votes)
- Example: Poll on China’s Contributions: In recent years, China’s new energy industry, represented by electric vehicles, has developed rapidly and made important contributions to the world economy and overall green development. Do you agree with this? (606 votes)
- Example: Poll on Climate Governance: Currently, global climate governance is facing a serious and complex situation. The widespread adoption of electric vehicles is imperative, and the demand and potential are enormous. Do you agree with this? (1K votes)
- Example: Poll on Protectionism: Resorting to protectionism will hinder the development of the electric vehicle industry and weaken countries’ efforts to jointly combat climate change. Do you agree with this statement? (285 votes)
- Example: Poll on Tariffs: Imposing high tariffs on Chinese electric vehicles will harm the competitiveness of European industries and China-Europe cooperation in the automobile industry chain. Do you agree with this? (406 votes)
- Example: Poll on Doping Double Standards: Do you think that USADA’s ‘double standard’ in doping control seriously undermines the fairness and justice of the Olympic movement? (213 votes)
These polls are strategically crafted to shape public opinion on global issues, often reflecting the channel’s broader narrative aligned with China’s geopolitical interests.
- Read the entire report to unmask the Chinese Soft Power Propaganda Network : Link
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