Come narrare la Cina all'Europa? : alcune riflessioni sull'internazionalizzazione dei media cinesi

The paper focuses on Xinhua News Agency's official discourse on strategies adopted for an effective dissemination of a positive representation of China in the global news as an attempt to further expand the “discursive power” of the country. In this context, on the one side journalists show a strong awareness of the obstacles preventing the rich flow of news produced by the agency to fully contribute to strengthen China’s soft power. On the other side the agency itself, in the long term, is committed to putting further efforts in the innovation of technical tools and professional practices in order to win the international public opinion trust and better serve national interest.