Role of Mass Media in Promoting Pak-China Economic Corridor: Media Content Analysis

Rubina Masum and Mariam Israr

rubinamasum@gmail.com¹; mariamisrar484@hotmail.com²

Abstract

The paper investigates the potential role played by the media in the implementation of the „China

Pakistan Economic Corridor‟ project. The paper employs content analysis to obtain information

related to the role of media in forming public opinion. Two talk shows on Pakistani television

channels and five online articles were selected for examining the connotations of message

conveyed to the public. The data obtained by the talk-shows and evidence from the online

articles was coded. The findings present reservations about the entire pact in view of the political

scenario in the country; thus media apart from being optimistic is also conveying negative

message to the viewership and readership of the talk-shows and online users respectively. The

paper recommends using a more strategically sound monitoring of the media to involve the

public in the implementation of the plan at a wider scale.

Introduction

China and Pakistan have maintained strong economic ties since 1960s, In view of this

relationship, the mutual feelings of trust and brotherhood between Pakistan and China have been

translated into economic ties over the past one and a half decade. The Economic Survey of

Pakistan (2013-2014) refers to the 122 percent increase of revenue between the two countries

that amounts to US$ 9.2 billion. The positive connotation of the messages by Chen Xulong, are

furthered interpreted by the Chinese scholars who “have used terms and phrases like “common
interest”, “shared responsibility”, “common affection”, and “shared intellect” for the community

of shared destiny between Pakistan and China” (cited in Sial, 2016).

The Federal Minister Ashan Iqbal (2016) asserts that “China-Pakistan Economic Corridor

(CPEC) is a national project and it would benefit all the provinces as well as three billion people

of region. No province or region of the country would be discriminated in CPEC” (The Ministry

of Planning, Development & Reform, p. 1).

The Ministry of Finance in Pakistan states (2014):

China and Pakistan have developed strong bilateral trade and economic ties and

cooperation over the years. China has gradually emerged as Pakistan‟s major trading

partner both in terms of exports and imports. Bilateral trade and commercial links

between the two countries were established in January 1963 when both signed the first

bilateral long-term trade agreement (p. 126).

Pakistan has defied the „gravity model of trade‟ and has concentrated on the distant United

States, as well as Japan and Western Europe, as its principle trading partners for decade.

Although globalization has influenced every country and economic ties have been established far

and wide. China is also looking to explore new markets to move and multiply its capital. In

Pakistan, these circumstances are seen by some as a unique convergence of interests and ideas.

However there is a need for fragmentation and the current scenario will change by implementing

the pact between China and Pakistan. Overall, it will change the structure of Pakistan‟s economy.

The China-Pakistan Economic Corridor (CPEC) is likely to enhance trade and economic

cooperation between the two countries on more concrete grounds.

This is the era of economic independence and self-reliance which decides the dominance nations

in terms of being economically independent, sovereign and self-reliant. The hegemony of the

superpowers, which have large arsenals and extensive colonies, has lost its credibility. An

overview of the factors which led to the progress of the Western powers like China, Japan, South

Korea, Singapore and other fast progressing countries represents the same situation which

resulted in their economic independence and self-reliance (For example, Tiezzi, 2014).

Similarly, “a country‟s economic growth depends exceedingly on its effective infrastructure”

(Zafar 2014). In view of the generic importance of infrastructure, the 3000 kilometer long China-

Pak Economic Corridor (CPEC) ensures an infrastructural developmental megaproject which is

designed to promote economic wellbeing of Pakistan and a transit route for Chinese exports and

imports, Central Asian and Middle Eastern oil and gas. On its completion, CPEC is designed to

link Central Asia including China to Europe as well. In the current era where economy is treated

as a religion, this pact is perceived to serve as a major breakthrough.

China‟s plan to start spending on infrastructure projects, such as highways, airports and other

city-based development is designed to improve the overall infrastructure. The megaproject is

likely to generate a hub of economic activity in the region thus involving local workforce in

development projects and ensure transfer of technology so that employment could be created and

people could literally take ownership of the mega project.

The current project of CPEC is expected to be completed by 2030; however, due to the conflict

of interest, present within and outside the country, the whole matter requires careful monitoring

throughout the tenure. In view of the current scenario, media is expected to play a pivotal role in

harmonizing domestic and international communities to advocate the cause of CPEC. In the
wake of serious issues related to law and order confronting Pakistan may jeopardize this novel

opportunity. The security issues faced by Pakistan can be to a great extent resolved engaging the

locals by acquainting them with the prospective benefits of the project. The anticipation about

growing militancy apparently seems to threaten the commencement of projects designed for the

corridor

However, Pakistan‟s history presents a far intense challenge in terms of dealing with economic

progress; the political rhetoric and economic reality are two facets of the same situation which

need to be carefully analyzed. Singapore and Japan have built up their economies by capitalizing

on their exports although China-Pak Economic Corridor (CPEC) currently has no special plan to

boast up Pakistani exports. The project may pave a rippling effect of economic progress by

improving the frequency and volume of Pakistani exports to the Middle East but it depends on

maneuvering the situation to bring about desirable goals. In order to accomplish these aims

Pakistani security forces need to be guarding the route to protect the Chinese exports and cargos

at its own costs while taking into account the causalities which have resulted due to war on

terror. In order to fully implement the rational policies are desired that could yield maximum

benefit.

To counteract the issues of unemployment, and labor the China-Pak Economic Corridor can be

effectively employed for maximum benefit. A similar strategy had been developed by Franklin

D. Roosevelt after Great Depression of 1929 in USA. Industries should be built up all around the

route to give rise to both the exports and the employment. The project should primarily be a

networked economic corridor instead of a strategic facility. The project should not merely aim at

facilitating Chinese exports to the rest of the world and transit route for Chinese goods but there
must have a plan to exploit it for Pakistan‟s interests as well. The project should practically

believe in the mass movement of people, goods, supplies and services from both sides.

The project requires timely execution, implementation and completion of the projects to reap the

fruit of the stated pact. Apart from improving its legal, institutional, financial and logistical

systems in Pakistan and the general opinion of the public needs to be molded in favor of the

project. Transparency and accountability of the project can engage the public in supporting the

project. In this regard media plays the role of the key agent with regards to generating good-will.

However, the depiction of the vested interest of national and international community requires a

careful analysis of the situation and reservations over CPEC. Both the countries may complete

the corridor at earliest keeping in view and realizing each other‟s‟ interests and benefits on equal

terms. However, the growing conflict among provinces of Pakistan is threatening for the overall

success of the project and needs to be addresses with sagacity. According to the Express Tribune

(2016) the active involvement of the prime Minister of Pakistan Mr. Nawaz Sharif, to resolve the

issues pertaining to the inherent political and economic issues, is crucial: „All parties, the

statement claimed, affirmed their support to the CPEC, agreeing that the new institutional

framework will be able to better accommodate the regional concerns in future‟.

Background of the Paper

The latest operation „Zarab-Azam‟ (an operation to curtail terrorism in Pakistan) launched by the

Armed forces of Pakistan has not only counteracted terrorism but has managed to restore the

trust of people of a failing nation. Pakistan has confronted terrorism in all its forms and shapes

and this has become a reality with the support of the people of Pakistan. The Army has earned

unending backing of a common man in the streets due to which a difficult situation has been
managed effectively. Similarly, the support of CPEC requires an ending backing by the public.

Moreover, it has been hypothesized that media can manure this task with more dexterity if the

public is made aware of the potential benefits of the project. Due to the advancement in digital

technology this project can become a household word that may ultimately win the trust of the

public. An analysis of the current message being conveyed by the anchor persons on the

television shows, and the guest speakers who facilitate in forming public opinion may play a

major role. Moreover, newspaper articles and editorials also exert a wider influence on the public

so both of these mediums serve as a viable source for investigating the gist of the message

conveyed to the public.

Research Questions

1 To what extent talk shows have generating public awareness in relation to Pak-China

Economic Corridor?

2 How far the online articles are helpful in establishing the bonds between Pakistan and

China?

3 Do media highlight the limitations of Pak-China Economic Corridor?

Methodology

The procedure of secondary data collection was designed to assess involvement of people in the

project in future. Secondary data, comprised of two live shows on Pakistan Television Channels

and five online articles, was used for content analysis. Neuendorf (2002) regards content analysis

as “the primary message centred methodology” (p. 9). The flowchart offered by Neuendorf,

(2002) was adapted and the rationale of assessing the role of media in generating a positive/

negative image of PCEC in the general public was considered. Operationalization of measures
employed five articles and two talk shows, and the coding of the message was done manually by

the researchers. Sampling of the data was contingent upon choosing the same guest speaker on

two shows to avoid anchor persons‟ bias. Similarly, five independent authors‟ work was selected.

For acquiring final reliability percentage scores were used.

Lasswell, Lerner and Pool (1952) describe content analysis as “a technique which aims at

describing, with optimum objectivity, precision, and generality, what is said on a given subject in

a given place at a given time (p. 34).

According to Macnamara (2005) Media analysis is instrumental in the evaluating the

“effectiveness of an organization‟s communication (PR) to and through the media including

audience reach, messages communicated, „share of voice‟ and benchmarking its profile against

competitors or in its sector” (p. 21); and “Strategic insights and intelligence through issues

tracking (environmental scanning), competitor analysis and trend identification” (Ibid).

Since the general public in Pakistan is deprived of the basic amenities of life and in the wake of

such a scenario PCEC offers a ray of hope- the same message of hope or absence of it was

retrieved from the spoken and written texts. For spoken text was obtained from two talk shows

(Live with Dr. Shahid Masood and 10 pm with Nadia Mirza) whereas written texts consisted of

five online articles.

Statistical Analysis and Interpretation of the Findings

1 The first question “To what extent talk shows have generating public awareness in

relation to Pak-China Economic Corridor?” was interpreted in the light of the two talk shows

which hosted the same guest speaker Mr Faisal Raza Abidi who along with a list of facts

establishing the concept of well-being for Pakistani related to PCEC. The talk shows lasted for

approximately 40 minutes each and provided information about the benefits involved. The
recorded shows were watched several times to obtain the percentages of positive and negative

messages.

Figure 1: Showing the Percentages of the positive and Negative Messages

80

60

40 Positive Message
Negative Message
20

0
Dr Shahid Nadia Mirza

Both the shows laid more emphasis on creating positive vibes among the public. However, the

negative message was mainly concerned with the unstable political situation.

2 In order to statistically interpret the findings of question 2 “How far the online articles are

helpful in establishing the bonds between Pakistan and China?” five online articles were

analyzed. For example in the first article Sial (2014) assessed the potential threats and risks that

could affect the implementation of the CPEC project in terms of insecurity and violence that

pervade Pakistan, internal political and economic constraints, and also global and regional

geostrategic impediments. Another example from Pakistan Today sates a positive message that

„an Energy Planning Working Group of the CPEC has been established that will undertake fast-

track implementation of power projects related to the CPEC. Those projects of 21,690 MW

power productions will be undertaken with the assistance of China under the CPEC plan;

(Pakistan Today, 2014).

Thus the connotation of the message offers a ray of hope to the public. In the same vein another

article Mezzera, investigates the relationship between the two countries that mainly hinges on

four shared areas of interest that include „economic cooperation, energy security concerns of
both countries, shared internal security concerns, and largely converging geostrategic interests‟

(2011). In a negative message Hadier argues that “Economic Corridor (CPEC) has no special

place to boast up Pakistani exports. This plan my further give a huge set back to already

declining Pakistani exports to the Middle East and other regional countries”. The message is

reiterated by emphasizing on “The issue of changing routes and alleging the project as Ittefaq

Foundry corridor can‟t be ruled out” (Ibid).

In the fifth article reference to the Chinese President Xi Jinping has been made who emphasized

reviving the ancient trade routes connecting China, Central Asia and Europe through developing

three main corridors through southern, central and northern Xinjiang, which connect China with

Russia, Europe and Pakistan (Jia, 2014). Thus all of these articles have been significantly

molding public opinion either in favor of the project by highlighting the potential benefits of the

project. However, the concern of these articles has been raised anticipation as well. Figure 2

mentions the overall significance of these articles in three conditions: positive message, negative

message and the neutrality of the message.

Figure 2 Showing Percentages of the nature of Messages

80

60
Positive Message
40
Negative Message
20 Neutral

0
Article 1 Article 2 Article 3 Article 4 Article 5

3 Comparison of the talk shows and online articles yielded the data for question 3 “Do

media highlight the limitations of Pak-China Economic Corridor?” It was further analyzed by
using bar-charts to assess the role played by each one of these modalities. Figure 3 highlights

that articles played a crucial role in conveying the limitations of the project to the readership by

dealing with issues of terrorism, instability of political office and lack of consistency of policies.

The talk shows highlighted the success of the programs more precisely than the articles. Figure 3

highlights the difference between the two mediums with regards to limitation and success.

Figure 3: Showing Comparisons between the Talk Shows and Online Articles

60
50
40 Limitations
30
Success
20
10 Neutral
0
Talk Shows Online Articles

Discussion

The questions are directly addressed relevant to the part played by the media in engaging the

public which eventually leads to the the pluralistic view according to which the main power

behind any measure lies with the public. The media‟s role is crucial in that regard; talk shows

and online articles any kind of bias it can also become evident by analyzing the 3rd question. The

limitations of the paper with regards to bias can be further investigated by comparing more

material obtained through other sources.

The use of secondary data offers a much broader platform to obtain information about public

perceptions as well. The latest concerns of the Chinese government have been raised not only

about the security but also about the massive corruption cases with regards to the major political

parties further jeopardize the situation. Pakistan has history of not providing security to NATO

supplies and in the wake of such a situation such concern is valid. The results of the current
study support media‟s positive role in generating positive attitudes among the public, however

the part needs more specific treatment in winning the trust of the public especially when

concerns have already been put forward by the Chinese in confronting terrorism especially in the

latter half of 2015. However the limitations of the study can be gauged by evaluating only one

guest speaker‟s message in the talk shows. Recommendations are made to examine a variety of

guest speakers‟ views to effectively measure the success of the entire project.

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