The Presented Image Of Spain Presented In The Chinese Share Video Websites

As video sharing websites become more popular, and as China’s economy and international influence continue to grow, other countries are increasingly concerned about their image in China. This investigation focuses on the image of Spain presented in Chinese online video sharing media.In 2007, the Spanish Royal Institute Elcano produced a study analyzing the image of Spain in Chinese newspapers. It also documented the attitudes of Chinese citizens toward Spain through interviews and focus groups. As an extension of that research, this study analyzes the image of Spain represented by the most viewed videos found on popular websites such as Youku, Tudou, etc.The image of Spain is defined by conducting a content analysis. Other theoretical work on agenda setting, priming, and framing theory expands on this analysis.As a result, this investigation describes the more common content of the videos related to Spain on video sharing websites in China; common positive and negative elements that appear in these videos; and the origins of these videos, whether the original content was from broadcast television, other professional institutions, or produced by amateurs.Among other results, this investigation concludes that almost 90% of the videos were originated by professionals, and around 50% of all the videos were previously broadcast on TV. It also supports some of the findings of the Elcano study, based on similarities in the average content of Chinese online videos. Both studies confirm that sports, and especially football, feature predominantly in Chinese perceptions of Spain, both in newspapers and in online videos. They also confirm that the image of Spain is generally positive.