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Week of January 2, 2017

Image is the message, soft-power shifts
“three-dimensional”

For nations and their leaders, engaging broad public diplomacy in this second decade of the 21st century is markedly more competitive. State-run international broadcasting services, replete with social media apps, are again attractive tools of statecraft. Justification for investment in new and improved content and technology is almost always the same; spinning a media narrative fit to purpose.

The international television service of China’s State broadcaster Central Chinese Television (CCTV) is undergoing an upgrade. New mobile apps were launched this past weekend, one for live video and one for text-based news reports, reported South China Morning Post (December 31). Along with a revamped visual appearance, the name has changed to CGTV - China Global Television Networks. All social media platforms have been rebranded as CGTV. Service will be available in Arabic, English, French, Russian and Spanish. (See more about international broadcasting here)

In 2009, the Chinese government allocated US$7 billion to “increase the presence” of its various media services, reported Asia Times (December 31). CCTV, China Radio International (CRI) and State news agency Xinhua have rapidly expanded bureaus, staff and service throughout the world. Also well-funded is training for journalists according to the Chinese model; “tailored to meet the needs of the State and not the people.” (See more about media in China here)

Wishing the CGTN staff well in their new endeavors, Chinese president Xi Jinping gave the marching orders: “Tell China’s story well, spread China’s voice well, let the world know a three-dimensional, colorful China, and showcase China’s role as a builder of world peace.” Officially, CGTN is a subsidiary of domestic service CCTV, which remains, predictably, the same. Indeed, all media outlets in China bow to political control.

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