If you really think the arming of the CCG cutters has nothing to do with how outside media portrays and perceives China then I think you are being naive.
Every military is sensitive to public relations and outside perception of how it arms itself and how it is perceived and what is exposed about it. The PLA has such a high operational security around its development exactly because it knows the kind of reaction and response that complete openness would entail. Can you imagine if it had officially revealed to foreign media in the early 2000s that it was working on a 5th generation stealth fighter, with the same kind of openness of western military programs? The media circus would inevitably have caused a response from rival nations and their own weapons procurement. The same deal goes for virtually all the PLA's development.
In a more relevant vein to this thread, using the CCG as the force to enforce Chinese claims over disputed waters rather than say, the navy, is entirely related to minimizing the perception and possible portrayals that foreign media can create, and the responses that foreign governments can end up choosing.
Hell even the recent ONI report has said that China deliberately uses relatively lightly armed CCG vessels to contest disputed waters rather than naval ships due to perception reasons (paraphrasing).
So you can complain about how the media isn't actually demonizing China or whatever, but the fact logically remains that the PLA are aware about how it is portrayed and perceived by foreign media because that ultimately directs the response that rival governments may end up pursuing -- and to ignore rather than acknowledge it will hinder attempts to understand many of the military aspects of the PLA. If acknowledging these factors upsets you then you are obviously free to protest to the mods.
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I feel the need to add that I'm only saying we should acknowledge the importance of PLA sensitivity to foreign portrayals of it and its attitude to PR in general. I'm not saying that every decision it ever makes is entirely dependent on how it will be seen by foreign media, nor am I saying that their sensitivity applies equally to all situations.
However what I am very much bewildered by is the idea that this factor isn't or shouldn't be something to be considered due to being "unrelated" to military aspects, even though it actually completely is.