‘See the Difference’: What Difference? The New Missions of Chinese International Communication

Abstract

This paper discusses the strategies of China Global Television Network (CGTN), founded on 31 December 2016, with a focus on the analysis of its slogan ‘See the difference’. It is argued that as China enters a new era, CGTN is carrying out two new missions of Chinese international communication: (1) to present a true, multi-dimensional and panoramic view of China by adopting a more open and inclusive attitude, and (2) to promote the construction of a community with a shared future for mankind by providing a platform for a variety of voices and perspectives. The paper was written shortly before the announcement in March 2018 that China’s national and international TV and radio networks are to be combined to form a new organisation known internationally as ‘Voice of China’.