Conflict over maritime areas: China adapts its messaging to different audiences

China’s territorial disputes in the South and East China Seas often dominate international headlines.

But a new study shows that China’s state media strategically crafts two distinct narratives – one aimed at the domestic population and another designed for global audiences.

Mixed messages

According to researcher Esther Song, Chinese authorities face a communication dilemma.

“Internationally, China wants to promote an image of itself as a peaceful rising power. At the same time, the government must signal to its domestic audience that it will defend national sovereignty. This tension formed the gap we wanted to examine,” she says.

She explains that earlier studies have shown that the government closely monitors domestic public opinion. Public opinion refers to the population’s views on politics and other societal issues.

But not much research has examined whether China also caters to international public opinion.

Analysed 31,000 news articles

Song has analysed nearly 31,000 news articles published between 2002 and 2021 by major Chinese state‑run outlets such as People’s Daily and China Daily.

Using text analysis, she examined how maritime disputes have been presented over time, during a period of rising geopolitical tensions. 

The comparison of Chinese-language and English-language state media revealed a clear pattern.

Sovereignty above all

The Chinese‑language outlets consistently put strong emphasis on China’s historical and legal rights to disputed territories. 

These articles invoked international law to validate China’s ownership, combined with strong assertions of national rights.

“These narratives reinforce a confident, lawful stance, signaling to citizens that the government is unwavering in its commitment to territorial integrity,” explains Song.

Reassuring message to the world

English‑language outlets, however, told a noticeably different story. 

While they also referenced international law, their tone was calming rather than assertive, emphasising China’s desire to maintain peace. 

These articles aimed to counter criticisms from countries such as the United States and Japan. 

This messaging appears designed to reassure global audiences that China is not a threat – even as it continues to defend its territorial claims.

Fewer victim narratives than expected

One of the most unexpected findings was what the researchers didn’t see. 

Much of the research on Chinese political communication focuses on narratives of historical victimisation, especially regarding Japan and Western powers' occupation of Chinese territory in the 19th and early 20th centuries.

“We found little evidence of victim narratives in our dataset, even concerning Japan. Instead, we saw a more restrained, legally oriented line of argument. China appeals more to legitimacy than to claims of historical injustice, ” says Song.

Why it matters

The study sheds new light on how modern authoritarian states communicate strategically across different audiences.

It also challenges the notion that domestic opinion is the only one China cares about.

"As China's global presence grows, it becomes increasingly important to understand how the country communicates its intentions to different audiences," says Song.

Reference:

Song, E.E. & Kim, S.E. China’s dual signalling in maritime disputes, Australian Journal of International Affairs, 2024. DOI: 10.1080/10357718.2024.2394179

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