Publication: La internacionalización de la Televisión Central de China (CCTV) en España: un aporte a la diversidad cultural
Loading...
Identifiers
Publication date
2017-10-11
Defense date
2017-09-12
Authors
Advisors
Tutors
Journal Title
Journal ISSN
Volume Title
Publisher
Impact
Export
Abstract
La Televisión Central de China (CCTV) es la cadena de televisión estatal más grande de
China. Durante sus seis décadas de historia, la CCTV, además de consolidar su posición
como uno de los medios de comunicación más poderosos del país, también ha estado
buscando constantemente una audiencia fuera del territorio nacional. En los albores del
siglo XXI, la cadena china ha acelerado sus pasos en la dirección de internacionalización
con la creación de una red de difusión multilingüe y transnacional compuesta por varias
señales internacionales. Entre estas señales se encuentra CCTV-Español, la señal en
lengua castellana lanzada en 2007, que tiene como mercado objetivo principal los países
hispanohablantes.
La emergencia reciente de la CCTV como un actor global ofrece un caso
interesante para analizar desde distintos enfoques. La presente investigación parte de las
reflexiones teóricas desarrolladas desde la perspectiva de la economía política de la
comunicación y pretende estudiar el impacto de dicho fenómeno en el sistema mediático
internacional en términos de diversidad cultural. En concreto, el trabajo aborda la
expansión internacional de la CCTV como un fenómeno político-económico arraigado en
el proceso general de la internacionalización de los medios de comunicación e impulsado
por las políticas culturales de dimensión internacional.
Así, en una primera fase, se realiza una investigación sobre el doble entorno en
que el fenómeno se ha producido: la evolución del mercado de señales de televisión
internacionales, por un lado, y el crecimiento de la industria televisiva china, por otro.
Los resultados obtenidos permiten conocer el papel fundamental que el Estado
desempeña en ambos procesos. En el caso chino, la profunda intervención del Estado-
Partido Comunista Chino (PCCh) ha resultado en la dualidad –la paradójica relación entre
el compromiso comercial y la función político-ideológica– que caracteriza su industria
televisiva.
En la segunda etapa de la investigación, se estudian las señales internacionales
de la CCTV, en particular CCTV-Español, en el contexto de la denominada política del
go out implementada por el Estado-PCCh con la finalidad de promover la cultura china y
los medios chinos en el ámbito internacional. Se identifica las características de estas
señales en términos de programación, estrategias de audiencia y recepción, y se constata
que su desarrollo y su impacto internacional está determinado en gran medida por las
necesidades política, ideológica y propagandística del Estado-PCCh. Finalmente,
mediante una revisión documental y un análisis de contenido, esta tesis examina si la
oferta de CCTV-Español contribuye de forma positiva a la diversidad de fuentes y
contenidos del sector televisivo español, y si la presencia de señal china da lugar también
a una mejora de diversidad consumida en dicho mercado.
China Central Television (CCTV) is China's largest state television network. During its six decades of history, CCTV, in addition to consolidating its position as one of the most powerful media of China, has also been constantly seeking an oversea audience. At the beginning of the 21st century, CCTV has speeded up the pace of internationalization and has created a multilingual and transnational network, which is composed of several international channels. Among these channels is CCTV-Español, a Spanish language channel that CCTV launched in 2007 targeting primarily the Spanish-speaking countries. The recent emergence of CCTV as a global player offers an interesting case for analysis from different approaches. This research is based on those theoretical reflections developed from the perspective of the political economy of communication; it aims to study the impact of the internationalization of CCTV on the international media system in terms of cultural diversity. Particularly, this work addresses the international expansion of CCTV as a political-economic phenomenon rooted in the general process of media internationalization and driven by cultural policies with an international dimension. In the first phase, vital preliminary research is performed into the double environment in which the network of CCTV has been internationalized: the evolution of the international television channels market on the one hand, and the growth of the Chinese television industry on the other. The obtained results allow us to identify the role that the State has been playing in both processes. In the Chinese case, the profound intervention of the “Party-State” has resulted in the duality –defined as the paradoxical relationship between the commercial commitment and the political-ideological function– that characterizes its television sector. In the second stage of the research, CCTV's international channels, specifically CCTV-Español, are studied in the context of the go-out policy that the “Party-State” has implemented in order to promote promoting Chinese culture and Chinese media in the international arena. The characteristics of these channels in terms of programming, audience strategies and reception are identified. It is noted that their development and international impact are largely determined by the political, ideological and propaganda needs of the “Party-State”. Finally, through documentation and a content analysis, this thesis examines whether CCTV-Español contributes to the source and content diversity of the Spanish television sector, and whether its presence leads to an improvement of consumed diversity as well.
China Central Television (CCTV) is China's largest state television network. During its six decades of history, CCTV, in addition to consolidating its position as one of the most powerful media of China, has also been constantly seeking an oversea audience. At the beginning of the 21st century, CCTV has speeded up the pace of internationalization and has created a multilingual and transnational network, which is composed of several international channels. Among these channels is CCTV-Español, a Spanish language channel that CCTV launched in 2007 targeting primarily the Spanish-speaking countries. The recent emergence of CCTV as a global player offers an interesting case for analysis from different approaches. This research is based on those theoretical reflections developed from the perspective of the political economy of communication; it aims to study the impact of the internationalization of CCTV on the international media system in terms of cultural diversity. Particularly, this work addresses the international expansion of CCTV as a political-economic phenomenon rooted in the general process of media internationalization and driven by cultural policies with an international dimension. In the first phase, vital preliminary research is performed into the double environment in which the network of CCTV has been internationalized: the evolution of the international television channels market on the one hand, and the growth of the Chinese television industry on the other. The obtained results allow us to identify the role that the State has been playing in both processes. In the Chinese case, the profound intervention of the “Party-State” has resulted in the duality –defined as the paradoxical relationship between the commercial commitment and the political-ideological function– that characterizes its television sector. In the second stage of the research, CCTV's international channels, specifically CCTV-Español, are studied in the context of the go-out policy that the “Party-State” has implemented in order to promote promoting Chinese culture and Chinese media in the international arena. The characteristics of these channels in terms of programming, audience strategies and reception are identified. It is noted that their development and international impact are largely determined by the political, ideological and propaganda needs of the “Party-State”. Finally, through documentation and a content analysis, this thesis examines whether CCTV-Español contributes to the source and content diversity of the Spanish television sector, and whether its presence leads to an improvement of consumed diversity as well.
Description
Mención Internacional en el título de doctor
Keywords
Televisión Central de China (CCTV), China Central Television (CCTV), CCTV-Español, Internacionalización, Industria televisiva, Diversidad cultural, Políticas culturales, Internationalization, Television industry, Cultural diversity, Cultural policy