International Media and Perception Creations: A Study About the Strategic Narratives to Spread Chinese Cultural Values Through China Radio International in Sri Lanka
Dasuni Naynthara Jayarathne
Dasuni Naynthara Jayarathne, Department of Communication and Languages, Eastern University, Trincomalee, Eastern Province, Sri Lanka.
Manuscript received on 01 September 2023 | Revised Manuscript received on 12 September 2023 | Manuscript Accepted on 15 September 2023 | Manuscript published on 30 September 2023 | PP: 36-43 | Volume-3 Issue-1, September 2023 | Retrieval Number: 100.1/ijmcj.B1061123223 | DOI:10.54105/ijmcj.B1061.03010923
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© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The research was conducted to examine China’s leading international media outlet in Sri Lanka, the “CRI Sinhala Service.” The study aimed to identify the primary communication strategies used by the CRI Sinhala Service to promote China’s culture in Sri Lanka. This was mixed-methodological research. The qualitative data were collected from 25 interviewees across five major categories: government officers, private company officers, University academics, journalists, and businessmen. Furthermore, data was also collected through the CRI Facebook page and the CRI website. The quantitative data were collected through 300 questionnaires distributed via social media platforms to Sri Lankans. The research employed thematic analysis, content analysis, and statistical analysis using SPSS to identify the key findings. The study indicated that the main themes are reporting in CRI to spread China’s culture. Therefore, the main themes highlighted are the Chinese language, Chinese aesthetics and beauty, Chinese cuisine, and Chinese festivals, customs, and traditions. Each theme has different sub themes as well. There are three primary communication strategies recommended to promote the spread of Chinese culture. Integrating social media influencer, style repertoire and arrangement and live video reporting. The most influential strategy was a social media influencer, according to the findings.
Keywords: Communication Strategies, CRI, Chinese Culture, International Communication
Scope of the Article: Political Communication