Chinese Media in Central Asia: Soft Power Tools or Equal Cultural Spaces?

Jiayan Bai

doi:10.47297/wspciWSP2516-252746.20261002

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Chinese Media in Central Asia: Soft Power Tools or Equal Cultural Spaces?

Volume 10, Issue 2

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Chinese Media in Central Asia: Soft Power Tools or Equal Cultural Spaces?
Chinese Media in Central Asia: Soft Power Tools or Equal Cultural Spaces?
Patrice Lumumba Peoples' Friendship University of Russia, Moscow, 117198, Russia
Vol. 10, Issue 2, Pages: 221-224(2026)
Published：30 April 2026
DOI：10.47297/wspciWSP2516-252746.20261002
Accepted：

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Bai Jiayan.Chinese Media in Central Asia: Soft Power Tools or Equal Cultural Spaces?[J].Creativity and Innovation,2026,10(02):221-224.
DOI：

Bai Jiayan.Chinese Media in Central Asia: Soft Power Tools or Equal Cultural Spaces?[J].Creativity and Innovation,2026,10(02):221-224. DOI： 10.47297/wspciWSP2516-252746.20261002.

摘要

Abstract

This study investigates the dual role of Chinese media in Central Asia as instruments of soft power and facilitators of equal cultural spaces. It analyzes how media outlets like CCTV

People's Daily

and the Douyin platform promote China's cultural and geopolitical interests while addressing challenges such as linguistic barriers and regional perceptions. Key findings reveal that China's soft power leverages multilingual content

digital engagement (e.g.

Douyin channels amassing over 144 million subscribers)

and cultural events to shape public opinion. However

effectiveness is moderated by historical perceptions and local cultural policies. The study further identifies prerequisites for equitable cultural spaces

including academic exchanges and heritage preservation initiatives. Recommendations emphasize enhancing media localization

co-producing content with Central Asian partners

and prioritizing grassroots cultural dialogues. These strategies aim to strengthen Sino–Central Asian cooperation under frameworks like the Belt and Road Initiative

fostering mutual trust

cultural exchange

and regional stability. The research contributes actionable insights for policymakers designing media-driven soft power programs.

关键词

Keywords

references

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