China’s global media in Latin America:exploring the impact and perception in Mexico and Argentina

This chapter explores the presence of China’s global media in Latin America and its perceptions by local populations. It first discusses the phenomenon as part of a comprehensive public diplomacy strategy that seeks to improve its international image, shape perceptions around the globe, and ultimately create positive public sentiment to its advantage (soft power). It then describes how this strategy has been deployed in Latin America, paying particular attention to Spanish-speaking countries. As the success of this strategy depends on the perceptions of local audiences, the core of the chapter is dedicated to exploring the perceptions of Mexicans and Argentinians. The analysis is based on a series of focus groups conducted in September-October 2016 and discusses how, beyond any association to the Chinese government, cultural distance and differences in journalistic style are also important factors that may be hindering acceptance by audiences. The chapter finishes by arguing that the impact is and will be minimal in Latin America unless broadcasters address cultural and journalistic differences. It will also briefly discuss some of the other avenues that China seems to be taking, such as encouraging collaborations with local broadcasters and production companies.