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Brazil has long been an important partner in China’s international strategies and numbers of researchers have carried out profound study on Brazil-China relations. In the era of globalization, as the construction of national image becomes an important part of a country’s soft power, studying how China is perceived by Brazil is of great significance in developing a comprehensive bileteral relationship between two countries.
Noticing that the study of how cross-cultural factors influence Brazil’s view towards China is still lacking, this dissertation tries to study China’s image construction in Brazilian media including both media production and audience, from a cross-cultural perspective. Brazil’s mainstream online newspaper, G1, is chosen as a case study. China-related reports in 2017 are selected from G1-China representing voices from media production and then categorized by content into different sections. Top comments from fourteen most discussed reports are also selected to represent the audience’s opinions. Data is analyzed and discussion is given to present and interpret China’s image in Brazilian media.
Results of the research show that to a great extent, China has a positive image in Brazilian media. Although slight asymmetry in perception is shown between media production and audience, China is mainly acknowledged as a responsible country in the international society as well as a large economy with great potential, while it is suspected in some issues like human rights or the environment.
According to the study, cultural factors have a remarkable influence on Brazil’s perceptions of China, implicating the importance of promoting a deeper cultural communication between the two countries.
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