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<p>Based on theoretical frameworks of international agenda building and framing theory, this study examined China’s national image constructed by foreign content creators featured on Chinese state media’s YouTube channels. An exploratory mixed-methods study involving a combination of descriptive statistics and reflexive thematic analysis was conducted to examine the videos featuring foreign content creators from 2021 to 2023. A purposive sample of 140 videos revealed that most of the featured creators are White, male, and from the United Kingdom and the United States. China was framed as a country that blended tradition with modernity, actively engaged in global cooperation, excelled in pandemic management, exemplified effective governance, and was often portrayed as a victim of Western media disinformation. Theoretical and practical implications are discussed.</p>

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Borrowing a mouth to speak? Foreign content creators in China’s national image building

  • 期刊论文

  • 发表日期：

    2025年5月16日

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  • Qiuyue Cho-Li,
  • Yuxuan Jin,
  • Spiro Kiousis

摘要

Based on theoretical frameworks of international agenda building and framing theory, this study examined China’s national image constructed by foreign content creators featured on Chinese state media’s YouTube channels. An exploratory mixed-methods study involving a combination of descriptive statistics and reflexive thematic analysis was conducted to examine the videos featuring foreign content creators from 2021 to 2023. A purposive sample of 140 videos revealed that most of the featured creators are White, male, and from the United Kingdom and the United States. China was framed as a country that blended tradition with modernity, actively engaged in global cooperation, excelled in pandemic management, exemplified effective governance, and was often portrayed as a victim of Western media disinformation. Theoretical and practical implications are discussed.