Archived
l Guardiano del Patrimonio, “The Guardian of Heritage,” was the grandiose title of a television series promoting President Xi Jinping’s cultural philosophy as it was broadcast last month across more than 30 Italian media outlets — one of the more ambitious and expansive examples of how China enlists apparent cultural cooperation to advance its political narratives and foreign policy objectives.
The grand launch ceremony in Rome [in June 2025] was attended by key Chinese officials including Shen Haixiong (慎海雄), deputy head of China’s Propaganda Department and president of CMG, and Chinese Ambassador to Italy Jia Guide (贾桂德). Top Italian attendees included Giuseppe Valditara, the minister of education and merit in Giorgia Meloni’s current administration, former Deputy Prime Minister and Culture Minister Francesco Rutelli, and Italian Football Federation President Gabriele Gravina.
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Produced entirely by China Media Group (中国中央广播电视总台), the state media conglomerate formed in 2018 through the merger of key media groups including China Central Television, the program showcases what it calls Xi’s “profound thinking” on cultural development and his “deep affection” for preserving cultural heritage. The series visits locations where Xi has worked or inspected [...]
While the program, originally produced by CCTV in 2023, ostensibly focusses on China’s cultural legacies, it clearly promotes Xi Jinping as an inspirational political figure leading an inspirational political party into an era of greatness. In line with China’s most recent remodeling of political discourse since the last CCP congress in October 2022, the country’s ancient civilization is portrayed as the root of the ruling party’s power and legitimacy. Shen Haixiong (慎海雄), deputy head of China’s Propaganda Department and president of China Media Group, said at the launch in Rome that Xi’s “broad-minded embrace” stems from his “confidence and cherishing of cultural roots.”
Apparently swallowing the hook, Valditara responded — awkwardly, it must be said, for an EU education minister touting a production overseen by the CCP’s Central Propaganda Department — that Italian audiences were “eagerly anticipating opportunities to understand more deeply the profound foundation of Chinese culture and contemporary China’s vigorous development.” He described Chinese and Italian civilizations, according to coverage in China’s state media, as “brilliant galaxies that complement each other” (意中文明如璀璨星河，交相辉映).
The festivities in Rome, and the program airing across Italian television, are not really about culture at all. They are efforts to push state-led narratives of political legitimacy and civilizational grandeur through geopolitical posturing dressed up as cultural exchange. Officials in Europe and elsewhere should engage with China — but they should know the difference between culture and state-sponsored theater.
ADDITION:
Stop Saying Bad Things
In a Q&A session with the China Media Project, Italian journalist Giulia Pompili discusses how China has exploited Italy’s financially struggling media landscape to spread Beijing’s preferred narratives despite the country’s recent exit from Xi Jinping’s signature Belt and Road Initiative.
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Despite having nearly 285,000 Chinese residents, Italy has few Chinese-language media outlets. Meanwhile, collaborations between Chinese state media and Italian news agencies have facilitated the spread of Beijing’s narratives into mainstream discourse.
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Giulia Pompili: The main challenge for Italian media is financial. Print media do not have the income or budgets they once had when they had large paid-for circulations. Television [...] has increasingly shifted toward “infotainment” — a blend of information and entertainment [...] Fwer programs are focused on delivering substantive information, and more segments are designed primarily to entertain viewers rather than inform them.
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Younger generations often can’t differentiate between a TikTok influencer discussing Uyghurs in China’s Xinjiang region and a professional journalist who has thoroughly investigated the topic.
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The COVID-19 pandemic was a turning point for Italy, revealing China’s information manipulation tactics more sharply. A key example was when the Chinese Red Cross sent masks to Italy. Our former Foreign Affairs Minister Luigi Di Maio, who had signed the Belt and Road MOU the previous year, was entirely absorbed by Chinese propaganda and disinformation to rehabilitate China’s image as the country where the virus originated.
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[As] one of the journalists who extensively covered Chinese-Italian bilateral relations. I was also among the few who criticized Italy’s joining the Belt and Road Initiative. At the time, the appointed spokesperson of the Chinese embassy confronted me at the Quirinale Palace during Xi’s visit. He aggressively told me, “You must stop saying bad things about China.” The next day, we published the news headline, “We are not in Beijing.” In the article that chronicled this confrontation, we included the spokesperson’s full name, which made him very angry.
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