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“In Other News”: China’s International Media Strategy on Xinjiang — CGTN and New China TV on YouTube
(2023)
In the Western world China stands accused of severe human rights violations regarding its treatment of the Uyghurs and other predominantly Muslim minorities in its northwestern Xinjiang Uyghur Autonomous Region. This is the first article to systematically analyze the response of China’s international state media to these allegations. By studying the YouTube channels of two leading Chinese state media, China Global Television Network (CGTN) and New China TV (operated by Xinhua News Agency), it presents an indepth understanding of how China’s foreign-facing propaganda works in a crucial case. The quantitative content analysis highlights how China reacted to increasing international (mostly United States) pressure regarding its Xinjiang policies by producing higher volumes of videos and putting out new counternarratives. The qualitative analysis that follows provides in-depth treatment of the most important discourses that Chinese media engage in to salvage the nation’s international image, namely those on development, culture, nature, and terrorism. It finds several ways of countering criticism, ranging from presenting a positive image of China, in line with traditional propaganda guidelines and President Xi Jinping’s assignment to state media to “tell the China story well,” to more innovative approaches. Thus the development narrative becomes more personalized, the discourse on culture supports the “heritagization process” to incorporate minority cultures into a harmonized “Chinese civilization,” representations of nature firmly tie Xinjiang into the discourse of “beautiful China,” the “terror narrative” strategically employs shocking footage in an attempt to gain international “discourse power,” etc. The article provides an up-to-date picture of China’s state media strategy on a highly contentious international issue.
In today’s social online world there is a variety of interaction and participatory possibilities which enable web users to actively produce content themselves.
This user-generated content is omnipresent in the web and there is growing evidence that it is used to select or evaluate professionally created online information.
The present study investigated how this surrounding content affects online advertising by drawing from social influence theory. Specifically, it was assumed that
web users sharing an interpersonal relationship (interpersonal influence) and/or a group membership (collective influence) with authors of user-generated content
which appears next to advertising on the web page are more strongly influenced in their response to the advertising than unrelated users. These assumptions were
tested in a 2 × 2 between-subject experiment with 118 students who were exposed to four different Facebook profiles that differed in terms of interpersonal
connection to the source (existent/non-existent) and collective connection to the source (existent/non-existent). The results show a significant impact in the case
of collective influence, but not in the case of interpersonal influence. The underlying mechanisms of this effect and implications of the results for online advertising
are discussed.