Global Chinese media and a decade of change

Introduction The year 2012 stands as a significant milestone in China’s government-led external communication activities. It was in early 2012 that Beijing launched television broadcasting and production centres in Washington, DC, USA (CCTV America, now CGTN America) and Nairobi, Kenya (CGTN Africa). Later in the year, it began publishing an African weekly edition of the English-language newspaper China Daily; European and Asian weekly editions had launched in 2010 (Zhang, 2013). Set in motion under the leadership of President Hu Jintao, China’s global media expansion, part of a larger ‘going out’ policy for the economy in general, sought to improve the country’s image overseas, and to give Beijing a larger say in global information flows (Thussu et al., 2018). Ten years on, Chinese media’s global engagement has not only grown, but diversified. Today, Chinese media companies, both State-owned and privately owned, are engaged