MASS MEDIA AS A TOOL OF THE PRC'S "SOFT POWER" POLICY:

Abstract

The article reflects the peculiarities of the application of the theory of "soft power" of the People's Republic of China through the mass media in state policy. In addition, the origin of this theory, the definition of the concept of "soft power" by Chinese researchers, adapted to Chinese society and culture, is given. This theory has gained particular popularity in the country, because it has found harmony with the worldview of the Chinese nation. Modern Chinese media, which, relying on new technologies, are the main tool for implementing this policy, successfully solve their main tasks. In particular, many major Chinese media content is published in English, their presence on the global Internet is increasing, and the scale of distribution is expanding. It is known that in order to spread Chinese culture on a global scale, deepen its acceptance, express a positive attitude to socio-economic modernization and political decisions of the People's Republic of China, the state uses innovative communication methods and actively spreads the Chinese "tone" in the international arena. The Chinese media come to the conclusion that they are effectively pursuing a policy of "soft power", spreading the values and culture of China around the world and thereby forming a positive image of the country. However, it is impossible to come to an unambiguous conclusion that China's soft power is being successfully implemented. After all, within the framework of the US-Chinese confrontation and the "belt and road", the activities of the Chinese media are severely criticized.