The Great Narrative Game: Chinaʼs Multi-Channel Approachto Shaping Global Perceptions

This study aims to contribute to the research of Chinaʼs discourse power by constructing a comprehensive outline of the communication channels that the PRC relies on to disseminate its messages globally. In terms of theoretical background, we rely on the concept of strategic narratives, which singles out the process of ideasʼ projection and stresses the importance of communication infrastructure used to transmit messages. In the empirical part, we discuss four types of communication channels used by the PRC, which include mass media, social media, international forums and organizations, and think tanks. We examine and compare these channels by looking at the breadth and type of target audience, type of content they produce, and their connection to CCP. We show that China invests significant resources and applies a multi–pronged approach using both existing platforms and creating its own ones to overcome constraints and be able to play by its own rules. Such a multi-channel approach also reflects Chinaʼs attempts to reach different groups within a very fragmented audience. We also make a conclusion about the function each channel fulfills in Chinaʼs communication strategy and demonstrate that using various types of channels serves different purposes. For example, in the case of international organizations and forums, the strategic aim is to influence political elites that would support China both at the global and domestic level, while narratives spread through mass and social media are directed at the general public and are aimed at creating a favorable environment for pro-China policies and challenging hegemonic discourse about “China threat”. Overall, the existing global media and institutional environments have influenced Chinaʼs attempts to project its narratives.