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In the Philippines, China’s media ‘charm offensive’ seeks to shift perceptions

Despite extensive media partnerships, scepticism among Filipinos hampers China’s influence efforts, a report by US-based AidData finds

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Filipino journalists on board a Philippine coastguard ship report on a Chinese vessel blocking their path in the South China Sea earlier this year. Photo: AP
China is actively leveraging media strategies such as partnering with local outlets and influencers to reshape its image as a reliable infrastructure partner for the Philippines, while playing down concerns about debt and maritime disputes, according to a new study.
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“Such actions are part of a broader strategy to reshape regional perceptions and advance China’s geopolitical interests by influencing how it is perceived in critical markets like the Philippines,” Dindo Manhit, president of the Stratbase ADR Institute think tank, told This Week in Asia.

The report – published this month by AidData, a lab at William & Mary’s Global Research Institute in the United States, and Asia Society Philippines – highlights that while China’s efforts have been significant, deep-rooted scepticism among Filipinos has limited their effectiveness, particularly in light of national security and sovereignty concerns.
Samantha Custer, the lab’s policy analysis director, said her team noticed that China had intensified its narrative-shaping efforts during the Covid-19 pandemic and amid rising tensions over territorial claims in the South China Sea.

“One could say that China has a marked uptick in interest in shaping narratives in the Philippines because of the Marcos administration’s willingness to start shopping around for other [economic] partners,” she said, adding the study built upon decades-long research concerning China’s rise and its development investments.

Philippine President Ferdinand Marcos Jnr has sought to recalibrate ties with China since taking office. Photo: Reuters
Philippine President Ferdinand Marcos Jnr has sought to recalibrate ties with China since taking office. Photo: Reuters
While former president Rodrigo Duterte favoured closer ties with China, Ferdinand Marcos Jnr has sought to recalibrate those relationships since taking office in 2022.
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