Beyond Propaganda: An Institutional Analysis of China’s International Communication in Southeast Asia and the Global South

Abstract

Against an imbalanced global communication order and persistent misperceptions of China, this study systematically examines China’s international communication from an institutional perspective. It argues that such communication is not mere propaganda, but a layered systemic practice rooted in China’s media system, integrating national governance, digital platforms, cultural industries and diplomatic goals. As a key contra-flow in global communication, it advances the vision of a community with a shared future for mankind and diversifies dominant global narratives. Focusing on Southeast Asia, the study identifies four core practices: national image building, public engagement, agenda setting, and win-win development and cultural dialogue. Findings show that institutional coordination enables outreach, while effectiveness depends on regional adaptation to local contexts. This communication strengthens China’s neighborhood diplomacy, fosters regional trust, and offers implications for the Global South to build a fairer global communication order and enhance discursive power.