The strategies of China's storytelling in the New Era: How has the Chinese propaganda department propagated stories in and outside of China through its new-type mainstream media since the 18th Party Congress in 2012?

This thesis focusses on the question: How has the Chinese propaganda department propagated stories in and outside of China through its new-type mainstream media since the 18th CCP Congress in 2012? The CPD endeavours to send a coherent message to different audiences in order to enhance China’s international image by applying a new media-management strategy that aims at telling better stories to the world about China. This thesis endeavours to identify the rationales of the CPD through an analysis of its structure and the aims of the new media-management strategy. As a case study, eight video clips will be analysed, interpreted and discussed alongside the academic research in order to draw conclusions. On the basis of the video clip analyses, the conclusion is that the CPD tells four different narratives at this moment: the Chinese Dream and rejuvenation discourse; the Belt and Road Initiative; China’s desire to pursue diversity and inclusivity for all in the international system;...Show moreThis thesis focusses on the question: How has the Chinese propaganda department propagated stories in and outside of China through its new-type mainstream media since the 18th CCP Congress in 2012? The CPD endeavours to send a coherent message to different audiences in order to enhance China’s international image by applying a new media-management strategy that aims at telling better stories to the world about China. This thesis endeavours to identify the rationales of the CPD through an analysis of its structure and the aims of the new media-management strategy. As a case study, eight video clips will be analysed, interpreted and discussed alongside the academic research in order to draw conclusions. On the basis of the video clip analyses, the conclusion is that the CPD tells four different narratives at this moment: the Chinese Dream and rejuvenation discourse; the Belt and Road Initiative; China’s desire to pursue diversity and inclusivity for all in the international system; and using Xi Jinping as a popular idol. Moreover, this thesis shows that the clips fit in the longer tradition of Chinese political communication in the form of visual tifa.Show less

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The strategies of China's storytelling in the New Era: How has the Chinese propaganda department propagated stories in and outside of China through its new-type mainstream media since the 18th Party Congress in 2012?