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Developments and New Approaches of Internationalizing China's Media: A Case Study of China Global Television Network (CGTN) in Witness Perspective

Abstract

China Global Television Network (CGTN, launched on December 31, 2016) is a multi-language, multi-platform media group (previously known as a part of CCTV). This article will offer an inside-out perspective by illustrating its motivations, developments, new approaches and implications. Willing to improve the image of China in the world, CGTN aims to tell the story of China in its own way in the "going global" context. As for motivations of establishment, CGTN desires to be one of the world-famous news media in global communication rather than merely within the governmental sphere and to influence both television channels and social networks to attract users. In addition, CGTN adopts several strategies and new approaches in the process of internationalizing: globalization, localization, and socialization. Although accomplishments have been achieved, complicated barriers still exist in the long run.

Lu Sun

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