Media Coverage of Chinese International Campuses in Europe: A Comparative Analysis

This study examines the portrayal of Chinese international campuses in Europe as covered by European and Chinese media. By conducting a comparative analysis of 104 news reports, the research seeks to understand the role of media in shaping Europe-China higher education cooperation. The findings reveal that the Fudan University in Budapest Hungary was primarily portrayed as a political endeavor, characterized by a conflict frame; the Peking University HSBC Business School UK Campus was predominantly depicted as a business effort, encapsulated by an economic frame; and the Tongji University in Florence Italy was largely delineated as an educational and cultural endeavor, featured by a human-interest frame. The study highlights the diverse ways in which Chinese international campuses are portrayed in media, offering insights for researchers and practitioners to better understand cross-cultural issues, public opinions, and the role of media in international program and provider mobility.