China’s mediated public diplomacy towards Japan: a text-as-data approach

ABSTRACT As a rising power, China has realized that it is an urgent task to improve its national image among foreign publics. In the era of Xi Jinping, China has invested a substantial amount of resources in its foreign-language media to present a more favorable national image to an international audience. This study provides a novel approach to examine the content of China’s Japanese-language media and its dissemination. The study found that the Chinese state media promotes China’s soft power using two main strategies: (1) highlighting China’s culture and economic achievements, and (2) providing positive stories of China. A comparative content analysis of Chinese and Japanese media shows that Chinese media’s narratives are not well circulated in Japan’s public opinion field. This study has both substantive and methodological significance. Substantively, this investigation enhances our understanding of China’s strategic use of state-owned media for public diplomacy. Methodologically, this research contributes to the employment of quantitative text analysis methods on Japanese-language data.