Impact of Chinese Media Initiatives on China’s Nation Branding in Pakistan: A Soft Power Perspective

Abstract

This research analyzes the effect of Chinese media efforts on China's nation branding in Pakistan from the perspective of soft power theory. It attempts to explore how media efforts influence Pakistani attitudes towards China's economic and cultural policies. China has been actively using its state-owned media, such as China Global Television Network (CGTN), Xinhua News, and China Daily, to shape Pakistani public opinion. This study delves into the ways these media present China-Pakistan relations, specifically in light of the China-Pakistan Economic Corridor (CPEC). The research took a mixed-method design with the incorporation of qualitative content analysis on Chinese media representation and a quantitative survey of 500 Pakistani samples. Media stories, reception among the audience, and the performance of soft power campaigns were subjects of study. Findings reveal that Chinese media have had a positive impact on Pakistani attitudes towards China, especially in economic collaboration and cultural diplomacy. However, there is skepticism towards China's political motives and economic power. Survey findings reveal that 75% of the respondents have a positive view of Chinese investment, but 35% are skeptical about media images.