History and culture not enough to drive China’s soft power efforts

This opinion piece by Nicholas Dynon appears in the latest edition of the People’s Daily published Global Times.

In this piece, Dynon argues that the cultural approach informing Beijing’s projection of soft power may be missing the mark. The science of nation branding, he writes, suggests that global audiences already have a high regard for China’s culture and that maybe they are more than ready to hear something new about the China story… read more

National flags flying high above Shanghai's famous Bund.

National flags flying high above Shanghai’s famous Bund – an iconic image of Brand China.

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