Intro
Preface
Acknowledgements
Contents
List of Figures
Part I Cultural Politics of Media
1 Introduction: The Unwritten Rules of Cultural Production in China
1.1 Into the Politics of Culture
1.1.1 Why Communication Power Matters
1.1.2 The Shifting Power Dimensions in China's Cultural Sphere
1.2 On Chinese Media's 'Cultural Turn'
1.2.1 What We (Do Not) Talk About When We Talk About Chinese TV
1.2.2 China's Soft Power Initiative and Its 'Peaceful Rise' Strategy
1.2.3 Rethinking International Broadcasting as a Diplomatic Tool

1.3 The Scope and Structure of the Book
1.3.1 Engaging Ethnography in China's Broadcasting Industries
1.3.2 Structure of the Book
References
2 Conformity and Contestation in Cultural Production
2.1 The Discursive Power of Cultural Content
2.1.1 Documentaries and National Discourse
2.1.2 Media, Society and the State in the Digital Era
2.2 The Digital Regulatory Regime
2.2.1 'Tight' Versus 'Loose' Regulatory Regimes
2.2.2 The Changing Role of Media Regulation
2.3 The Politics of National Identity
2.3.1 National Cultural Identity: The Glue that Holds 'Us' Together

2.3.2 The Politics of Recognition
2.4 Nation Branding and Global Communication
2.4.1 The Cultural Approach to Nation Branding
2.4.2 Broadcasting Policy Beyond National Boundaries
2.5 Conclusion
References
3 Methodology: The Insider-Outsider in Production Research
3.1 Practising Ethnography During Convergence
3.1.1 Exploring the Power Dimensions
3.1.2 Constructing Diversity in Data Collection
3.2 The Insider-Outsider: Observing the Industry
3.2.1 Managing the Insider/Outsider's Position
3.2.2 Renegotiating the Researcher's Locus

3.3 Production Research in International Media Contexts
3.3.1 Interpreting the Silence
3.3.2 Multicultural/Multilingual Ethnography
3.4 Conclusion: Networks and Divisions
References
Part II China's Broadcasting Culture in Transition
4 The Digital Regulation System: Focusing on What You Can Control
4.1 The Digital Regulatory Regime
4.1.1 Regulating the Digital Platforms
4.1.2 Managing the Ideological Bottom-Line
4.2 Centralised Regulatory Power and Self-Censorship
4.2.1 Self-Censorship and Regulatory Uncertainty
4.2.2 A Tightened Regulatory Grip?

4.2.3 A Level Playing Field for Traditional and Digital Media
4.3 Conclusion
References
5 Renegotiating the 'Red Line' in the Regulatory Regime
5.1 Red Lines and Compromises
5.1.1 The Non-negotiable Political Correctness
5.1.2 Contestation Under a National Ideology
5.1.3 The Politics of Editorial Guidelines
5.2 Mediating Cultural Images
5.2.1 The Contemporary Cultural Cultivator
5.2.2 The Inclusion/Exclusion of Cultural Images
5.3 Conclusion: Digital Regulation and Cultural Values
References
6 The Digital Broadcasting Culture in Transition