China Daily, an English-language media outlet, targets foreigners living in China through its caricatures. The goal is to portray a positive image of the country, highlighting a benevolent China and critiquing Western powers to enhance Beijing’s soft power.
Established in 1981, China Daily has the highest circulation of any English-language newspaper in China, with 900,000 copies, including 600,000 abroad. It is controlled by the Central Committee’s Propaganda Department of the Chinese Communist Party, which dictates the topics to cover. The media outlet serves as a significant tool for Chinese public diplomacy, targeting diplomats, expats, tourists, and anyone interested in China worldwide.
The content of the articles is generally consensual and non-controversial, except for the daily published caricatures. These cartoons often depict a positive image of China and a negative portrayal of the United States, focusing on topics like environmental protection, international trade, and ethical values.
China Daily aims to promote China as a welcoming and appreciated country, showcasing cultural successes and championing international trade balance. It also emphasizes China’s role in environmental protection and ethical values. The caricatures often contrast China’s positive image with a negative depiction of the United States and its allies, portraying them in a harsh light.
In conclusion, China Daily’s cartoons contribute to shaping a new global order where China takes a central role. This communication strategy is seen as proactive and possibly aggressive, aimed at improving the country’s international image and countering negative narratives from Western media.
