China and Nation Branding: The Diplomat

The latest piece by Nicholas Dynon in The Diplomat

In a speech to members of the Political Bureau of the Communist Party of China Central Committee last week, Chinese president Xi Jinping called for renewed efforts to promote China’s cultural soft power. “The stories of China should be well told, voices of China well spread, and characteristics of China well explained,” Xi said.

Various commentators have long slammed China’s state-led efforts to strengthen the country’s soft power. Joseph Nye, to whom the soft power concept is credited, has commented that the Chinese government just doesn’t get soft power. Nye quotes Pang Zhongying of Renmin University as describing Beijing’s focus on promoting ancient cultural icons in terms of a “poverty of thought” among Chinese leaders.

Culture has emerged as the cornerstone of Beijing’s policies to develop soft power, yet the efficacy of this “all culture, no politics” approach has been widely criticized. Nation branding approaches also suggest that Beijing’s culture plugging is, at the very least, a monumental waste of effort. Read more

Beijing bird nest stadium

 

[Beijing’s national stadium, which hosted the 2008 Olympics opening ceremony – a stunning cultural extravaganza completely devoid of politics]

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