China's public diplomacy
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E-mail China.org.cn, August 14, 2011
Editor's note:
Public diplomacy – commonly defined as communication with foreign publics – has been recognized as an effective means of promoting a country's soft power. It is playing a more and more important role in overall diplomatic strategy. When Joseph Nye coined the term soft power in 1990, he originally used a more limited definition, excluding investment, aid and formal diplomacy. Today, China has enunciated a broader idea of soft power including culture, diplomacy, participation in multinational organizations, businesses' actions abroad and the gravitational pull of a nation's economic strength. Public diplomacy is helping China build its ability to influence international relations.
What should be included in China's public diplomacy? Can China's public diplomacy produce results? What kind of effect will it have on the average person? The answers to these questions have become increasingly important in today's public opinion-led world.
To this end, China.org.cn invites scholars and experts from home and abroad to share their insights.
What content is the best?
Huang Youyi: Telling the individual stories of Chinese people is the best way
Huang thinks telling the individual stories of Chinese people is the best way to communicate the real China to the world. "They are easier for foreign readers to accept than abstract concepts. After all, we have a lot in common. Both Chinese and Americans want their children to go to good schools, find good jobs and live a happy life," Huang said. >>
Ting Wai: Chinese people should make innovations in culture, institutions and ideas
The current task of the Chinese people is to carry forward traditional culture while making innovations in our culture, institutions and ideas in order to contribute to human civilization. If a great nation with 1.3 billion people fails to achieve significant accomplishments, it simply let China's past generations and the world down. >>
What channels should be used?
Zheng Yannong: Promote China's image through iconic brands
Successful PR will make the receivers accept a value system happily and willingly. It's a good choice to use renowned brands to communicate. >>
He Shifei: The recent media expansion serves China's interest of exporting its soft power
Since January, when a video promoting China's national image hit the wide LCD screens in Times Square, China has been attempting to draw international attention to its culture and traditions. >>
Jonathan Jones: Pandas help mankind find common ground for improving international relations
Pandas have been dispatched on similar goodwill missions to various cities, both east and west, regardless of beliefs or affiliations. >>
What effects have efforts had?
Zhou Luxi: It could have made its message clearer to weaken perception of the Chinese threat
China's development has fostered doubts and fear in other countries, despite repeated statements of a peaceful China rise. China's territorial disputes are even interpreted as ambitions to take over the U.S. Thus, it is smart for China to take the initiative to introduce a real China for more strategic trust. >>
Kelly Diep: China's ad on Time Square lacks the fanfare and opulence
Perhaps 60 seconds is too short a time to really capture the essence of a nation, especially one like China. But the current advertisement lacks all the fanfare and opulence we would have expected from China after the brilliant Olympics opening ceremony. By excluding China's rich history, traditions and well-known landmarks, the advertisement leaves questions unanswered without any desire to actually answer them. >>
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