Media and the Promotion of Soft Power in the International System: A Comparative Approach to the Experience of China and India

Document Type : Original Article

Authors

fariborz arghavani ¹

Mohammad Hasan Gholami ²

¹ Associate Professor of International Relations, Department of Political Science, Faculty of Law and Political Science, Shiraz University, Shiraz, Iran. (Corresponding author)

² M.A. in Regional Studies, Department of Political Science, Faculty of Law and Political Science, Shiraz University, Shiraz, Iran.

https://doi.org/10.22067/irlip.2026.92201.1633

Abstract

In the last two decades, parallel to the globalization of communication, the influence of the media in increasing the soft power of countries has increased. China and India are among the countries that have taken effective steps towards paying attention to their soft power by revising their foreign policy since the 1990s. These two countries have tried to use social networks and media in increasing soft power. Considering the importance of investigating the influence of the media on the soft power of China and India, the main question of the research is, what effect did the media have on the increase of the soft power of China and India in the international system? The findings of this research, relying on the comparative study method and using the conceptual framework of soft power under the components of inducing a positive international image, public diplomacy, and economic and cultural capabilities, show that China has highly controlled and heavily censored media; However, media such as Xinhua have been much more effective and successful in showing economic and cultural capabilities as well as public diplomacy focusing on China's mediation role in the region and China's Belt and Road Initiative. On the other hand, in India, the domestic media has less global influence and impact. Still, it has a more diverse media landscape with a mix of public and private media, which is in the index of inducing a positive international image of India and Indian public diplomacy with a focus on gaining trust and credibility. India's international and cultural capabilities have been more influential than China's.

Keywords

soft power

media

public diplomacy

China

India

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