1 Introduction

The importance of China Serbia relations was emphasized, and it was pointed out that the mainstream media in Serbia's coverage of China is the key to the construction of bilateral relations and international discourse power. Serbian media is not only a disseminator of China's image, but also a channel for the people to understand China. The image of China in Serbian media reflects China's international discourse power in the country. At the same time, China's advocacy of a "community with a shared future for mankind" requires attention to the voices of non Western countries, including Serbia. As an important component of national ideological security and national security strategy, the media's stance and reasons for reporting on China have significant reference value for understanding the relationship between the two countries.

Definition of mainstream media

Explored the definition of mainstream media and its different focuses in different countries. In China, mainstream media places more emphasis on disseminating mainstream values and serving as a mouthpiece for the Party, government, and people, while Western countries focus more on circulation and economic income. Serbia's "Flash News" and "Today's News" represent different political camps, but are both considered mainstream media. As a foreign-owned newspaper, the Flash has established good relations with the ruling party, has a wide audience market and the largest circulation, and is one of the most representative and influential media in Serbia.

3 Chinese figures in mainstream media

Through statistical analysis of China related reports in the Flash News from October to December 2021, it was found that a total of 181 reports focused on China, mainly involving diplomatic relations, social news, domestic issues, economic conditions, technological development, and national strategies. Among the reported positions, about 35% are positive, 40% are neutral, and 25% are negative and contain false information. When reporting on Sino US relations, the Flash News frequently mentions China's rise, but the wording is exaggerated and carries the meaning of "China threat theory". When reporting on China Russia relations and China Serbia relations, the attitude is positive and proactive, while when reporting on China Europe relations, there are words that smear China. The Lightning News' attention to China's internal affairs issues includes the Taiwan Strait, Hong Kong, Xinjiang issues, and the Chinese party and government system, and there is ideological bias in its reporting. In terms of economic development and social conditions, the Flash News highly praised China's economic growth and social development, but also reported some catastrophic events. Overall, the attitude of the Flash towards China's public opinion is complex. On the one hand, it regards China as a superpower and a "loyal friend" of Serbia, while on the other hand, it sees it as a threatening force. There are misunderstandings and deviations in its description of the Chinese government.

Specific analysis of mainstream media's stance on China

As a mainstream media in Serbia, the Flash newspaper presents diversity in its stance towards China. On the positive side, the newspaper praised China Serbia relations and emphasized the traditional friendship and economic cooperation between the two countries. Especially during the COVID-19, China's assistance to Serbia was positively evaluated. Serbian President Vu č i ć publicly stated that China is the only country that can be relied upon, and the Flash newspaper constructed a positive image of China in its reporting. In terms of neutrality, due to its liberal creed and political alliance background, as well as its relative independence as a foreign-funded enterprise, the Flash newspaper usually maintains neutrality and does not easily express its attitude, reflecting Serbia's "balanced diplomacy" policy. However, there are also negative positions, partly due to the influence of Western media. Sometimes, when reporting on China, the Flash newspaper carries stereotypes, pursues news speed and sensational effects, and may overlook the authenticity of the report. This contradictory attitude reflects the complexity of the Serbian media industry and the country's compromise on the international stage.

5 Causes and Response Considerations

The mainstream media in Serbia's coverage of China is influenced by Western discourse, resulting in misunderstandings and misinterpretations. China should enhance cultural exchanges and media cooperation to increase its participation and visibility in Serbia, and shape a positive international image. Serbia's media reform is incomplete and influenced by Western media, but Sino Serbian relations are at the highest level in history. China should broaden its coverage of Serbia, attract Serbian media to establish permanent offices in China, and increase the voice of Chinese official media. At the same time, we should reduce the understanding barriers caused by ideological differences, showcase China's path of peaceful development in multiple aspects, and speak with facts. Enhance the "cultural dissemination" centered on the concept of "a community with a shared future for mankind", and promote equal exchange and mutual learning of cultural civilization. Through folk exchanges, create more humane Chinese stories and eliminate the Serbian people's alienation from China.