Media exchange between China and Europe is a century-old story. In the early 20th century, George Morrison was The Times' resident correspondent in Beijing. He told the world what was going on in China.

Now, more than 300 correspondents representing 169 media organizations from 25 European countries are based here. And they send out thousands of reports every day.

The Chinese media has also more than 100 representatives across Europe as media exchange expands significantly.

Media and news people have played their role in promoting understanding and friendship beween China and Europe. Oriana Fallaci, an Italian journalist, interviewed Deng Xiaoping in 1980 and made the world aware of China's reform and opening-up policy. The Financial Times recently interviewed Chinese Premier Wen Jiabao. A few days ago, President Hu Jintao's trip to the London G20 summit was well covered by European media. Today in China, Europe is always featured in newspapers, TV programs and on the Internet.

However, it is regrettable that some of the China reports from the Western media are not comprehensive, objective or fair, which lead to misunderstandings or even biased views of China. Some are even to the detriment of China-EU relations after so many years of joint efforts.

Why do the Chinese and Western media act so differently on reporting some issues concerning China? Why would such reporting stir such strong social reaction? There are many reasons.

First of all, some Europeans and some European media still lack an understanding of China. In 2008, about 6 million Europeans visited China. Only a small proportion of the population are really aware of the latest developments here. And for the 6 million who visited China, few ventured into the hinterland to explore the diversity and challenges it faces. The Europeans just don't know China well. Nor do most editors working at media headquarters. Some foreign reporters working in China have even told me their reports are often modified by editors at home to be critical of China.

Secondly, many European media report China on the basis of fixed images and assumptions. China and Europe have such different histories, culture, economic development, and social and political systems. Surely we'll have different views of and reactions to certain issues. But often the European media judges China based on European values, culture, social models and development levels.

For instance, before the Beijing Olympics, some Western media criticized Beijing for infringing the rights of residents through traffic, housing, business and urban management adjustments. But when the reporters went to Beijing and interviewed the residents in person, they were moved by the pride that people in Beijing had in hosting the Games and making sacrifices for the convenience of their guests.

Thirdly, I have to point out that one of the most important reasons is that some Western media criticize China on an unfounded basis and by using distortions.

On many issues concerning China, some Western media have nurtured a "systemic bias", persisting with patronizing comments and ill-founded criticisms. In extreme cases, they even abandon the fundamental principles of objectivity and fairness and violate professional ethics.

They patch up a piece of news using untested or even fabricated information, or sink to irrational bashing and smearing. For example, one German TV station photographed Nepalese Police arresting demonstrators and reported it as the Chinese army cracking down on Tibetans after last year's Lhasa riots.

Fourthly, the European media has not fully recognized the power of influence their reporting has on China-EU relations. Most Europeans get to know China through the European media. Therefore, the pen, the lens and the keyboard in reporters' hands carry special weight. What they produce will have a strong influence on the views of governments, enterprises, societies and the general public about China and shape public opinion on the China-EU relationship.