Media Portrayal of Chinese Culture in Pakistan: A Multi-Platform Analysis of Narratives and Public Engagement

Abstract

This research paper presents a comprehensive multi-platform analysis of the media portrayal of Chinese culture in Pakistan, examining narratives and public engagement across social media and mainstream news outlets. In the context of the deepening China- Pakistan strategic partnership, understanding the dynamics of cultural representation has become increasingly critical for assessing the effectiveness of public diplomacy and identifying the socio-cultural implications of bilateral ties. This study addresses a significant gap in existing literature by conducting a large-scale, mixed-methods analysis of content from YouTube, TikTok, Twitter, and mainstream Pakistani news sources. The research methodology combines quantitative content analysis of 205 media items with qualitative framing analysis to identify dominant narratives, thematic patterns, and sentiment. Key findings indicate a predominantly positive and entertainment-oriented portrayal of Chinese culture on Pakistani social media, with cultural exchange, friendship, and travel comprising the most frequent themes. The sentiment is overwhelmingly neutral to positive, with only 4% of the analyzed content exhibiting a negative tone. The study also reveals a consistent output of content over time, suggesting a sustained interest in China- related topics within the Pakistani media landscape. The findings of this research have significant implications for understanding the role of media in shaping public perception, the dynamics of digital diplomacy, and the evolving nature of China-Pakistan relations. The paper concludes with a discussion of the theoretical contributions to media studies and cultural diplomacy, along with practical recommendations for policymakers and media practitioners.