Study Of China’s Image Based On Brazilian Mainstream Media

Image of a country serves as a business card in interaction with other countries.A good image is of great significance in improving international competency and facilitating international co-operation and development.Living in a highly globalized world,it is usually the case that those mainstream media with great influences worldwide speak most loudly,especially in regard to establishing the national image of a country.Sino-Brazil relation has become more strategically significant as mutual political trust and bilateral trade go deeper.Studying how and what Brazilian mainstream media cover contents related to China,on which China’s image is based,will not only serve as a guideline for policy making towards Brazil,but also enable a steady and long-lasting development of Sino-Brazilian relationship.This paper takes Folha de Sao Paulo,one of the most influential newspapers in Brazil,as the object of study.By analyzing all 5780 China-related reports from 2004 to 2016,this period of time is divided into three phases based on the number,tendentiousness,and length of reports within each phase.These phases are categorized as:highly-developing(2004-2007),depressing(2008-2012)and mature(2013-2016).This paper uses content analysis and framework analysis,along with quantitative research,to elaborate the meaning of the three phases,to further support the standpoint,and eventually,to reach a convincing conclusion of how China’s national image is.After going through these reports concerning one of 7 topics including politics,economy,and culture,etc.,it is safe to claim that Folha de Sao Paulo didn’t demonize China like other western media.Instead,China was quite fairly described as a country with international responsibility,steady economic growth,fast-growing sport basis,improving environment,strong military force,and leading technologies,which reflects a good relationship between China and Brazil.Meanwhile,we can also find a good number of negative reports owing to the limitations originated from the framework of contradiction,ideology,national interest,and cultural value,especially when it comes to China’s political system,social issues,trading conflicts,and so forth.Considering all the insights mentioned above,it is highly recommend that China put its focus on theoretical aspect,institutional aspect,economic aspect,and cultural aspect,on which outward communication mechanism and cultural exchange mechanism shall be established.That way a more realistic,objective,and positive image of our country can be presented.