国际事务研究院-“一带一声”：中国媒体在意大利（英）-2021.10-25页_958kb

Summary: One Belt One Voice: Chinese Media in Italy

Core Content

This document explores the role of Chinese media in shaping international narratives, with a specific focus on their increasing collaboration with Italian media outlets. It argues that these collaborations are part of a broader Chinese strategy to enhance its global image and promote the Belt and Road Initiative (BRI) through media partnerships. Despite the expansion of such agreements, the impact on Italian public opinion has been limited, suggesting that Chinese media efforts have not yet significantly altered the perception of China in Italy.

Main Viewpoints

• Chinese Media as a Tool of the CCP: Chinese media serve as an extension of the Chinese Communist Party (CCP) in both domestic and international contexts. They are used to spread positive narratives about China and counter negative perceptions, particularly from Western countries.

• Strategic Communication under Xi Jinping: Since 2013, under Xi Jinping, China has actively pursued a strategy to "tell China's story well," emphasizing new expressions, categories, and concepts that align with the CCP's vision of China's global role. This includes promoting the idea of a "community of common destiny for mankind" and challenging Western dominance in global narratives.

• Media Partnerships as a Form of Soft Power: The Chinese government has employed various tactics to influence foreign media, including training programs, content sharing agreements, and the acquisition of foreign media outlets. These efforts are aimed at embedding Chinese media in international news ecosystems and shaping public opinion in favor of China.

• Limited Impact on Italian Public Opinion: Despite numerous collaborations between Chinese and Italian media, the Italian public remains largely uninformed about China and its policies. Surveys indicate that the perception of China in Italy has not improved significantly, suggesting that the penetration of Chinese media has not yet had a substantial effect on public sentiment.

Key Information

1. Beijing's Strategy to Control Narratives

• New Expressions, Categories, and Concepts: The CCP has promoted new ways of presenting China's image abroad, including the use of terms like "community of common destiny" and "Chinese characteristics" in interpreting universal concepts.
• Economic and Political Motivations: China's strategy is driven by both political goals (legitimizing the CCP's rule) and economic interests (promoting BRI and AIIB).
• Controversial Tactics: Chinese media have been accused of spreading propaganda, misleading content, and exporting censorship techniques through international partnerships.

2. Italian Media Landscape

• Predominantly Inward-Looking: Italian media focus on domestic and European issues, with limited coverage of China.
• Public Opinion Trends: A significant portion of Italians remain uninformed about China's foreign policy and its global role, with only a small percentage perceiving an improvement in their view of China since 2017.
• Growth of China-Related Journalism: While the overall media landscape is inward-looking, there has been a noticeable increase in China-related news and journalists with expertise on the subject.

3. Collaborations Between Chinese and Italian Media

• Partnerships with State Media: Italian media outlets such as Rai and Ansa have signed bilateral agreements with Chinese state media, including China Media Group (CMG) and Xinhua.
• Content Sharing and Influence: These agreements often involve the sharing of pre-translated articles and videos without significant editorial oversight, allowing Chinese narratives to be disseminated with minimal scrutiny.
• Examples of Collaborations:
  • AGI (owned by Eni) has partnered with Chinese media since 2008.
  • Class Editori has extensive ties with Chinese media, including the joint publication of Cinitalia and the launch of Classxhsilkroad.it.
  • Il Sole 24 Ore and Il Giornale have also engaged in collaborations with Chinese media, often featuring content that is favorable to China.
  • Mediaset Group has a long-standing partnership with China Media Group, including a joint venture in 2007.

4. The 2019 MoU and Its Implications

• Rai and Ansa's Inclusion: Only Rai and Ansa were included in the 2019 MoU signed during Xi Jinping's state visit to Italy, due to their prominence in the Italian media landscape.
• Lack of Transparency: The agreements are not publicly available, and much of the information is derived from secondary sources and interviews.
• No Significant Shift in Public Opinion: Despite the formalisation of these collaborations, the Italian public's perception of China has not changed significantly, indicating the limited effectiveness of Chinese media outreach in this context.

Conclusion

The document highlights the CCP's efforts to expand its global narrative influence through media partnerships, particularly with Italian outlets. While these collaborations have increased the reach of Chinese media in Italy, they have not yet led to a significant shift in public opinion. The Italian media landscape, characterised by its inward focus and lack of critical engagement with Chinese content, suggests that the penetration of Chinese state media remains limited in terms of its impact on shaping perceptions of China in Italy.