INTERNATIONAL MEDIA AND PERCEPTION CREATIONS: A STUDY ABOUT THE STRATEGIC NARRATIVES TO SPREAD CHINESE CULTURAL VALUES THROUGH CHINA RADIO INTERNATIONAL IN SRI LANKA

Abstract

The research has been conducted to indicate about the China’s main international media in Sri Lanka, “CRI Sinhala Service” The study was aimed to find largely the communication strategies used by CRI Sinhala service to spread China’s culture in Sri Lanka. This was a mix methodological research. The qualitative data collected through 25 interviewees from five major categories such as government officers, private company officers, University academics, journalists and businessmen. Further the data also collected through the CRI Facebook page and CRI website. The quantitative data collected through 300 questionnaires given through social media platforms to Sri Lankans. The research used thematic analysis, content analysis and statistical analysis through SPSS to identify the interesting findings. The research indicated that there are main themes reporting in CRI to spread the China’s culture. Therefore, the main themes indicated as Chinese language, Chinese aesthetics and beauty, Chinese food and Chinese festivals customs and rituals. Each theme has different sub themes as well. There are three main communication strategies indicated to spread Chinese culture. Integrating social media influencer, style repertoire and arrangement and live video reporting. The highest influenced strategy was social media influencer according to the findings.