Voice of America and China Radio International

We live in a global world. The media and Internet have made it easier than ever to learn about other cultures. But is what we see in the media really what these other cultures are like? How do governments in today’s society combat stereotypes that arise from the media? One way is through public broadcasting in countries around the globe. The United States has Voice of America (VOA). VAO broadcasts on radio, TV, and on the Internet in various countries outside the US in English and 53 other languages. VOA is used as a way for the US to distribute news and information to other countries in a fair and affective way. They now have Facebook and Twitter to stay connected in our digital world.

Other countries have similar initiatives as well. China has China Radio International (CRI), the only state-owned radio allowed to broadcast overseas. CRI is used to promote a favorable image of China; in the same way the VOA is used to frame the US. CRI is broadcast in 43 foreign languages, and has radio, TV, and Internet and satellite radio. China is a major player on the global stage and one of the strongest economies. How people perceive China can impact other countries’ willingness to do business with an in China. CRI is one-way China is trying to make sure people all over the world have a positive view of the country.

According to Chen, Colapinto, and Luo (2010), China has recently begun using its culture as a soft power to strengthen national pride, and gain the attention of others worldwide. One technique China has used to do this is by straying from pure propaganda and using state owned media, such as CRI, as a public relations tool. The Internet has given CRI the tools to use more two-way communication, and not solely sending messages out. On the CRI website visitors can send SMSs to the broadcasters on the radio to let them know of their opinion on topics. CRI has also adopted the use of podcasts mobile platforms for use on smartphones. They too use Facebook and Twitter. 

Another tactic used is to partner with local media. China partners with local media producers when broadcasting in other countries. This helps all aspects to run smoothly, but also gives CRI a foothold in that country. As the media influence what the audience believes, working with local media can help to shape messages in favor of China.

Many countries have state owned radio broadcasts to influence foreigners’ perceptions, but using them correctly is important. As technology changes, how the messages are sent out should change as well. Many people have smartphones and access to the Internet, yet not all. Understanding how to connect with your audience appropriately is a major key to success. Using local media to understand the lay of the land and gain a foothold in that culture can help your country in the long run.

What do you think would be the most effective way to get your message across in today’s digital world? Traditional radio? Internet? TV? Podcasts? Let me know your thoughts in the comments!