Shanghai 2010 World Expo at Street Level: The Local Dimensions of a Public Diplomacy Spectacle

Internationally, the 2010 Shanghai World Expo was a major tourism and branding draw card for its host city. Domestically, the Expo constituted a major source of national pride and a key vehicle for the promotion of official messages reinforcing traditional state propaganda themes. Like the Beijing Olympics two years prior, the Shanghai World Expo was an opportunity for the state to cross-brand its messages with the fervor and prestige surrounding a world-class event.

This essay’s seven photographs explore the domestic cross-branding of the World Expo with traditional propaganda messaging as it appeared in advertising posters/billboards throughout downtown Shanghai during the Expo. Although not all constitute direct political advertising, they all nevertheless perform a definite ideological role in reinforcing key propaganda themes.

The public relations machinery of the Chinese state has emerged as a formidable force in the production of messages in what some have referred to as a post-communist era. As these photographs suggest, this is due largely to an adaptation of Chinese Communist Party signs and symbols to the new advertising industry and media of the reform era and, importantly, to their increasingly decentralized and commercialized production. Read more at the USC Center on Public Diplomacy blog

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[Go Shanghai! – street-side poster propaganda in downtown Shanghai during the 2010 World Expo]

 

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