Research on the brand image of 'study in China' in the new era of overseas chinese newspapers and periodicals: a case study of Sin Chew daily in Malaysia
| Autor | Zhou Yu |
| Cargo | School of International Education, Zhejiang Yuexiu University, Shaoxing, Zhejiang; Institute of International Education, New Era University College, Kuala Lumpur, Malaysia |
| Páginas | 327-336 |
Volume 12 - Issue 67
/ July 2023
327
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DOI: https://doi.org/10.34069/AI/2023.67.07.29
How to Cite:
Yu, Z. (2023). Research on the brand image of "study in China" in the new era of overseas chinese newspapers and periodicals: a
case study of Sin Chew daily in Malaysia. Amazonia Investiga, 12(67), 327-336. https://doi.org/10.34069/AI/2023.67.07.29
Research on the brand image of "study in China" in the new era of
overseas chinese newspapers and periodicals: a case study of Sin Chew
daily in Malaysia
海外华文报刊新时代“留学中国”品牌形象研究——以马来西亚《星洲日 报》为例
Received: May 6, 2023 Accepted: July 1, 2023
Written by:
Zhou Yu1
https://orcid.org/0000-0002-4436-7803
Abstract
This study focuses on Malaysia's Sin Chew Daily
newspaper as its research subject. By searching the
electronic resource library of the Sin Chew Daily's
headquarters, the study obtained relevant reports
and comments on "Study in China" from 2013 to
the present. The study employed a combination of
quantitative and qualitative methods, including data
collection, topic classification, text interpretation,
and comprehensive analysis to deeply analyze the
focus of the Malaysian Chinese society (referred to
as "Chinese society") on "Study in China" and the
information it implies. The research found that the
attitude of the Malaysian Chinese society towards
"Study in China" is mostly positive. "Study in
China" is seen as a bright and promising
opportunity, and the "Study in China" brand is
viewed as positive and reliable. Based on these
findings, the study puts forward suggestions for
improving the "Study in China" brand with the aim
of promoting its connotative development and
sustainable growth.
Keywords: Malaysia, New Era, Study in China,
Sin Chew Daily
摘要
本文以马来西亚《星洲日报》为研究对象
，通过《星洲日报》总社电子资源库搜索
获得 2013 年至今“留学中国”的相关报
道和评论，采用数据搜集、主题归类、文
本解读、综合分析等定量和定性相结合的
方法，深入分析马来西亚华人社会（简称
“华社”）对“留学中国”的关注点及其背
后蕴含的信息。研究发现马来西亚华社对
“留学中国”态度多为正向，“留学中国
”是光明的、有前景的，“留学中国”品
牌是正面的、可靠的，并以此为基础提出
“留学中国”品牌提升的建议，以期推动“
留学中国”品牌的内涵式发展和可持续发
展。
关键词：马来西亚；新时代；留学中国；
星洲日报.
Introduction
This year marks the 10th anniversary of China's
“Belt and Road” Initiative. Since its inception,
international exchanges, and cooperation in the
educational field between China and other
countries or regions along the routes have
become increasingly frequent and intensive, the
number of people that are studying in China
continues to increase. According to statistics
(Ministry of Education of the People’s Republic
of China, 2019), the top 15 source countries of
“Study in China” in 2018 were S outh Korea,
1 School of International Education, Zhejiang Yuexiu Universit y, Shaoxing, Zhejiang; Institute of International Education, New Era
University College, Kuala Lumpur, Malaysia.
Thailand, Pakistan, India, the United States,
Russia, Indonesia, Laos, Japan, Kazakhstan,
Vietnam, Bangladesh, France, Mongolia, and
Malaysia. Among them, four are members of
ASEAN countries, and ASEAN countries are
important source countries of “Study in China”,
with Malaysia being one of them.
Malaysia is the first ASEAN country to establish
diplomatic relations with China, and also the first
country along the route to respond to the "Belt
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