INTERNATIONAL ORDER AND GLOBAL PROPAGANDA: CASE STUDY OF CHINA GLOBAL TELEVISION NETWORK

References: 5th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2018, www.sgemvienna.org, SGEM2018 Vienna ART Conference Proceedings, ISBN 978-619-7408-30-0 / ISSN 2367-5659, 19 - 21 March, 2018, Vol. 5, Issue 1.1; 711-716 pp, DOI: 10.5593/sgemsocial2018H/11/S12.090

ABSTRACT

The issue of propaganda and its challenges goes hand in hand with development of new patterns for information consumption within society. Via digital media information cannot be filtrated, authorised or double-checked as in traditional media, but can be delivered directly to population, more than this, across the borders and even ignoring national legislation. In these circumstances propaganda has reshaped its outfit and widely used both for aggressive purposes (like hybrid-warfare tool - s.c.hard propaganda); and also more soft purposes - like up-building public identity of state. In difference from ethical marketing and communicative activities propaganda is characterised with its secret agenda - or - information delivered via propaganda contextually always will be with ambition of objective true, despite its arguable fact base. More than this propaganda hits on emotional attitudes - both with negative or positive content. Global propaganda is unique by scale - it goes across the borders and shifts not only state identities, re-interprets their relations, but also challenges the nature of international order itself.
Thus in the particular article author unveils principles, specifics and characteristics of global propaganda, and for this purpose uses case-study - messages delivered by the People’s Republic of China to other actors in the international system; with the particular focus on China Global Television Network. The novelty of article is in the fact that Chinas’ produced content for international consumption, both from political and media perspective, is rarely recognised as a propaganda tool, despite its subjective aspects. The purpose of author is to characterise particular content (and its creational and delivery patterns), according to standards of Western democracy and measures of objectivity. On the meta-theoretical level author uses principles of post-positivism, more precisely, constructivist approach; with qualitative research method - discourse analysis. For need of empirical analysis serves media content from China Global Television Network (31.12.2016-31.12.2017); and political messages to international society from PRC’s president Xi Jingping and his administration.

Keywords: propaganda, global propaganda, the PRC, CCTV, China Global Television Network,China