This book takes an ethnographic approach to discuss the policy practices within China’s broadcasting industry. Exploring the gap between the contemporary policy regime and its implementation in national broadcasters and streaming services, taking into account the interplay between broadcasters, political bodies, producers and audiences, Zhu explains the contemporary role of Chinese national broadcasters in mediating the public discourse, the collective reimagining of China’s national identity, and the newly-found policy initiative of using state media as a means of nation branding. Cases investigated include China Central Television (CCTV) Documentary, China Global Television Network (CGTN), and the Shanghai Media Group (SMG), as well as co-productions made by CCTV and international media firms, including the BBC, Discovery and the Japan Broadcasting Corporation (NHK), in a book that will interest scholars of Chinese politics, media studies, and sociology.

Dr. Yanling Zhu is an assistant research professor at the Institute of Public Policy (IPP), South China University of Technology (SCUT). She completed her PhD in Media and Cultural Policy, at the Centre for Cultural Policy Research (CCPR), University of Glasgow. She received her BA degree in Broadcasting and Television from East China Normal University (ECNU) and her MSc degree (with distinction) from the University of Glasgow. She is currently looking into China’s soft power and cultural diplomacy, focusing on the digital regulatory regime, national identity and global communication.