The Image of Isan Region through the Online Public Relations Media of the Chinese Government: A Case Study of the Official WeChat Account of the Consulate General of the People's Republic of China in Khon Kaen

Abstract

Background and Aims: The Isan region is known for its rich cultural heritage, playing a significant role in tourism and economic development. However, its representation in Chinese media remains limited. This study aims to: 1) examine the roles and functions of Chinese government representatives in presenting content related to Isan’s arts, culture, and tourism through Chinese government public relations media, 2) explore the image of Isan as portrayed by these representatives, and 3) establish guidelines for utilizing public relations media to strengthen cultural and tourism relations between China and Isan.

Methodology: This study employs a mixed-methods approach, incorporating both quantitative and qualitative research. The qualitative analysis examines the roles and functions of Chinese government representatives in presenting content about Isan’s arts, culture, and tourism, as well as exploring the projected image and the strategic use of public relations media to enhance China–Isan relations. The quantitative analysis assesses the types of content and the frequency of media dissemination. The study analyzes online public relations content published by the Consulate-General of the People's Republic of China in Khon Kaen from July 7, 2024, to December 31, 2024, covering 34 original topics.

Results: Chinese government representatives play a crucial role in strengthening China–Thailand relations, encompassing cooperation in economic, educational, and tourism sectors. The official WeChat account, under the Chinese username "中国驻孔敬总领馆" presents content across various aspects. The three most frequently communicated topics in the public relations media are provincial image (41.1%), tourism (23.5%), and education (14.7%). The content dissemination strategy is structured, employing systematic communication approaches, carefully curated content, and engaging presentation. The frequency of posts ranges from 1 to 2 per day, with adjustments made to align with significant Thai festivals.

Conclusion: The role of Chinese government public relations media serves as a key intermediary in promoting the provincial image, disseminating knowledge on the distinctive arts and culture of the Isan region, and highlighting its educational landscape. The content is presented in a concise and engaging manner, with high frequency and consistent dissemination, particularly during significant periods and events.