UNICEPTA opened an office in Shanghai in November, meaning that theCologne-based specialist for media monitoring and analysis is also active forits customers in one of the world's most important growth markets. From itsoffice in Shanghai, UNICEPTA has better access to and an improved view ofthe media in eastern Asian, and is also a potential partner for companies inChina.
Through the move, the company is systematically pressing ahead with itsinternationalization efforts. The Cologne-based information services provideralready has employees in Chicago, Krakow, London, Madrid and Moscow, as wellas a global network of cooperation. "With our new office in Shanghai, we arehonoring our belief that media monitoring is a personal consulting service even inthe digital era. Thanks to local contact persons, familiarity with the medialandscape and the special demands of the market is guaranteed," explains GeorgStahl, Member of the Management Board at UNICEPTA.
Against this backdrop, UNICEPTA has looked into the relationship between the FarEast and the West. "What image do the Chinese economy and companies enjoy inleading German media?" the media analyst wanted to find out. Overall, an "anti-China undertone" with many stereotypes dictates the tone of reporting, the studyrevealed. However, it also found that China's image is more positive when Chinesefirms are mentioned by name in the news. If the reports talk about Chinesecompanies in general, in contrast, the tone becomes more critical, withinterpretations becoming stereotypical. "In summary: Information and clarificationare necessary. Chinese firms need to raise their profile and in some caseseliminate critical, emotional prejudices and stereotypes in concerted campaigns,"explains Evelyn Engesser, who will set up the new UNICEPTA office in Shanghaitogether with Rong Wang.
The study as well as a media compendium on China, which provides a structuredoverview of the Chinese media, can be ordered free of charge on unicepta-inchina.com.