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China researchers say Beijing lacks a long-term India communications plan

A June paper in International Communications argued that reliance on official Chinese channels has not resonated with the broader Indian public.

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Despite a government-to-government thaw between China and India, Beijing has not won over the Indian public, Chinese researchers say, citing a lack of long-term strategy and communication channels.

In a June paper published in International Communications, Zhou Qingan, dean of Tsinghua University’s school of journalism, and Li Yiming, a research assistant there, said improved propaganda efforts in India would support Beijing’s strategic interests in the Global South.

The researchers argued that China’s current approach, which leans heavily on official channels, remains weak and lacks long-term planning, and that efforts to cultivate non-governmental opinion leaders are severely inadequate.

They also said China’s media content, which is mostly centered on policy promotion, has failed to resonate with the broader Indian public, according to SCMP Economy.

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