China’s Efforts at Influence in Europe, Targeting the Media and Public Opinion

Abstract Since 2008, a negative image of China has prevailed in Europe, leading to the country’s image crisis in the region. The state has implemented several policies to improve such a perception. This paper aims to examine the major tools of China’s attempts at influence in Europe, targeting the media and public opinion. Applying the concept of soft power and public diplomacy, we analyse the tools China uses to modify and shape public opinion about itself in Europe. The research framework comprises secondary resources on China’s foreign policy, soft power, public diplomacy and media strategy in Europe. We distinguish four primary influence tools: China buys European media outlets to prevent negative information about itself; it pays for inserts in leading European newspapers; it signs cooperation agreements with media organisations and holds media forums; and it limits access to its market to affect media, film and academic content.