The Image of Zhejiang in Spanish News Media: An Analysis of El Pa and El Mundo
Abstract
El Pa and El Mundo, analyzing the image of Zhejiang presented therein. Through content analysis and framing analysis of 70 news reports
from January 2020 to December 2025, the research identifies four core dimensions of Zhejiang's image: economic powerhouse, technological
innovation hub, homeland of overseas Chinese, and sample of social transformation. Significant differences exist between the two newspapers: El Mundo focuses more on practical issues and business opportunities, presenting a more pragmatic image of Zhejiang, while El Pa
emphasizes deeper issues and global contexts, demonstrating a more critical perspective. The study reveals the dynamic evolution of Zhejiang's image from a "manufacturing province" to an "innovation powerhouse, " providing an important case study for understanding how
Western media construct images of Chinese regions.
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DOI: http://dx.doi.org/10.70711/rcha.v3i12.8617
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