Beyond China's public diplomacy

It is interesting to note how an emerging power’s arrival on the world stage generates an unprecedented media attention, and the innovative steps the country itself takes to promote its culture and voice to the world.

The Economist now devotes a special section on China - carving it out from the Asia section. The newspaper says for the first time in 70 years, it has devoted a section on a country (the United States was last to be included in 1941). Likewise all international media has a section on China (some also on India).

And why not: an interactive map comparing Chinese provinces with countries on the Economist website shows the country’s economic might: For example, Guangdong's GDP (at market exchange rates) is almost as big as Indonesia's; the output of both Jiangsu and Shandong exceeds Switzerland’s. Shanghai’s GDP per person is as high as Saudi Arabia’s (at purchasing-power parity), the poorest province, Guizhou, has an income per head close to that of India.

A student in Confucius institute

It is not that the world has suddenly taken interest on China. Over the last decade China has invested large amounts on public diplomacy to educate the world about Chinese culture. It has established 356 Confucius institutes in fifty different countries. In the UK alone there are ten.  This is at the back of huge aid and foreign investment in dolls out to other developing countries particularly in Africa.

On the digital sphere, China Central Television (CCTV) is increasingly expanding its global operation. Reports say Chinese state broadcaster is looking to increase its overseas staff by tenfold by 2016, and aims expand its audience base in Africa with English-language services produced in Washington and Nairobi .At the heart of operations will be six hubs: two probably in London and Dubai and others in South America and the Asia Pacific region. I have been watching CCTV in the UK, and must admit their reports are world class.

This is not just a state initiative.  A host of Chinese private channels have registered themselves in London to reach out to the Chinese diasporas across Europe.  However, close sources say that they are yet to see any dividends on their investment.

CCTV HQ in Beijing

On another front, Chinese second tier cities have embarked on global promotion and branding exercise to allure foreign investments and tourist particularly from Europe and the US. The city of Chengdu frequently run adverts on CNN , but also has an ambitious plan for a worldwide promotion which includes inviting international film starts, hosting a friendly English premier league football match and organizing an economic forum probably in London. Through a London based media company they are promoting the city by using classic panda pictures on 150 London taxis!


All these are really admirable initiatives and show the strong appetite of the Chinese to be right on the top. I remember listening to Professor Jonathan Spence, sterling Professor of History at Yale University and is recognised as one of the foremost scholars of Chinese civilisation on Reith Lectures a few years back. In the concluding part of a four series lecture on China, he talked about ‘Li Yang movement’. He said, Li Yang, a charismatic teacher had opened thousands of English language schools in China. 

 He demanded that his students shout every English word learnt to get over any fear of not  able to interact with  foreigners.  Professor Spence felt it is this shouting of English which probably has helped to equalize the sense of nervousness about coming and studying abroad. Li Yang’s banner read ‘conquer English to make China stronger’ – not surprised: most of my classmates in my master’s programme in Scotland were infact Chinese students.