| The objective of this study is to investigate the news coverage over China issues in overseas Chinese media, hence to reveal the establishment of the "China-national-image" in these media founded on their reporting features. Sinchew Daily of Malaysia was chosen as a representative sample in our study. Analysis was conducted over the reporting features of Sinchew Daily when covering news about mainland China,Hong Kong,Macao,and Taiwan. Apart from revealing the reporting features of this medium, we tried to analyse the reason behind its unique pattern of new coverage over China-related news through different aspects, by applying the views of communication, political science and sociology.By applying the framing theory and content analysis, we underwent a detail qualitative and quantitative analysis. Macroscopically, we defined and classified the main content frames of China-related news reoprts occurred in Sinchew Daily. We then further our study microscopically by exploring the framework and structure in the reports concerning the "Paris auction of the bronze fountainheads stolen from Yuanmingyuan".From our study, it is shown that Sinchew Daily has established a relatively objective and unbias point of view on China-related news report. Also, Sinchew Daily's China-related coverage is driven by th preference of "Interesting event and humane customs" significantly. When coming across political and foreign affairs, Sinchew Daily is more preference towards China's official perspective.Finally, it is suggested that in order to improve the international image of China, its international communication strategy should emphasize more in promoting national economic prosperity and civil development, instead of over-empazising on promoting ideology, which has limited effect in foreign mass media. |
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