Slow boat from China: public discourses behind the ‘going global’ media policy

What mission and objectives does China want to achieve through its project of globalizing Chinese media? What are its moral and intellectual justifications? What key recommendations are being made in its policy deliberations so far, and to what extent do they represent continuity with or departure from China’s past? I pursue these questions in this paper through an analysis of a range of policy statements and scholarly research published in China. First, I examine the extent to which China’s public diplomacy policy has shifted, paying particular attention to both continuity and change over time. I then outline the major policy recommendations that have been proposed as part of China’s efforts to improve its global image through media expansion. Finally, I consider the ways in which various moral and intellectual resources have been marshalled to justify and propel such initiatives.