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World Bank Studies are published to communicate the results of the Bank's work to the development community with the least possible delay. The manuscript of this paper therefore has not been prepared in accordance with the procedures appropriate to formally edited texts. This work is a product of the staff of The World Bank with external contributions. The findings, interpretations, and conclusions expressed in this work do not necessarily reflect the views of The World Bank, its Board of Executive Directors, or the governments they represent. The World Bank does not guarantee the accuracy of the data included in this work. The boundaries, colors, denominations, and other information shown on any map in this work do not imply any judgment on the part of The World Bank concerning the legal status of any territory or the endorsement or acceptance of such boundaries. Nothing herein shall constitute or be considered to be a limitation upon or waiver of the privileges and immunities of The World Bank, all of which are specifically reserved.

This paper argues that lack of interpersonal interaction between media professionals in Europe and China partly accounts for continued misperceptions and gaps in understanding between both the nations. Investing into people-to-people dialogue is essential for journalists to overcome prejudice and to improve mutual knowledge. Days during which journalists are immersed into another country’s culture and media scene have great potential to induce changes in perceptions, both at the individual and societal level. This can be attributed to the built-in multiplier effect of media publications reaching wide audiences. Drawing on the “Europe-China Media Exchange ” set up, developed by the Institute for Strategic Dialogue, the article presents achievements (but also lessons) learnt from interpersonal exchange programs developed for European and Chinese journalists.

Some rights reserved. The findings, interpretations, and conclusions expressed in this work do not necessarily reflect the views of The World Bank, its Board of Executive Directors, or the governments they represent. The World Bank does not guarantee the accuracy of the data included in this work. The boundaries, colors, denominations, and other information shown on any map in this work do not imply any judgment on the part of The World Bank concerning the legal status of any territory or the endorsement or acceptance of such boundaries. Nothing herein shall constitute or be considered to be a limitation upon or waiver of the privileges and immunities of the World Bank, all of which are specifically reserved.