China's 'new cultural diplomacy' in international broadcasting: branding the nation through CGTN Documentary

In the past decade, the cultural projection of China has become increasingly important to the Chinese Communist Party (CCP) and to the state in terms of enhancing its soft power amid global competition. This article examines how China's international broadcasting institutions respond to the policy initiative toward cultural diplomacy, through a case study of the China Global Television Network (CGTN) Documentary. It uses document analysis, in-depth interviews and participant observation, to explore the gap between the contemporary policy regime and its implementation in the international broadcasting sector, taking into account the interplay between broadcasters, political bodies, producers and international audiences. Situated in the interconnected global marketplace, this article examines the current condition of tensions not only between political control and commercial imperative, but also between the national regulatory regime and the need for global engagement. It argues that although the newly found political priority of promoting China's contemporary national values globally entails an increasingly assertive agenda toward nation branding, market disadvantages and the uncertainty of audience reception challenge the policy pursuit for using its state media as a means for public diplomacy.