Soft Power in China

1. Front Matter

   Pages i-xi

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2. Introduction: China’s Search of Soft Power

   • Jian Wang

   Pages 1-18

3. The Expansion of China’ s Public Diplomacy System

   • Ingrid d’Hooghe

   Pages 19-35

4. China’s Image Projection and Its Impact

   • Hongying Wang

   Pages 37-56

5. China’s International Broadcasting: A Case Study of CCTV International

   • Xiaoling Zhang

   Pages 57-71

6. The Evolving Chinese Government Spokesperson System

   • Ni Chen

   Pages 73-93

7. Chinese Corporate Diplomacy: Huawei’s CSR Discourse in Africa

   • Lu Tang, Hongmei Li

   Pages 95-115

8. National Image Management Begins at Home: Imagining the New Olympic Citizen

   • Jeroen de Kloet, Gladys Pak Lei Chong, Stefan Landsberger

   Pages 117-133

9. Chinese Diaspora, the Internet, and the Image of China: A Case Study of the Beijing Olympic Torch Relay

   • Hongmei Li

   Pages 135-155

10. China’s Image Management Abroad, 1920s–1940s: Origin, Justification, and Institutionalization

    • Yong Z. Volz

    Pages 157-179

11. Itching the Scratches on Our Minds: American College Students Read and Re-evaluate China

    • Judy Polumbaum

    Pages 181-197

12. Back Matter

    Pages 199-208

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This book is about how China strives to rebuild its soft power through communication. It recounts China's efforts by examining a set of public diplomacy tactics and programs in its pursuit of a 'new' and 'improved' global image. These case studies invites the reader to a more expansive discussion on the instruments of soft power.

• broadcasting
• China
• communication
• Diplomacy
• government
• Internet
• management

"Based on the authors' intimate knowledge of the changing dynamics in China's society, this book shows the picture of a government that is learning fast in the field of international communication, and that is equally confronted with fundamental soft power challenges. This collection of essays greatly improves our understanding of China's public diplomacy as a project under construction." - Jan Melissen, Head of the Diplomatic Studies Programme at the Clingendael Institute of International Relations, The Netherlands, Professor of Diplomacy at the University of Antwerp, Belgium, and Co-Editor of The Hague Journal of Diplomacy

Jian Wang is director of the Center on Public Diplomacy and associate professor at the Annenberg School for Communication and Journalism, University of Southern California, USA

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