For decades, China’s PR-management was mostly defensive and aimed at a domestic audience. Since Xi Jinping took office as Secretary-General of the Chinese Communist Party (CCP) in 2012, all that has changed. Beijing is actively seeking presences in foreign media outlets, runs its own CNN-like global channel, and has developed a narrative strategy that aims to prepare the world for China to take the lead.
China’s narrative strategy is perhaps the most undervalued aspect of its global power. This Clingendael Alert highlights the four main metaphors through which the People’s Republic of China under Xi Jinping is shaping global discourse, namely the:
- Century of Humiliation
- Road to Rejuvenation
- China Dream
- New Silk Roads
It argues two things: first, that China is reaching out to a global audience; second, that China’s narrative strategy creates a zero-sum game, as it actively seeks to diminish Europe’s soft power.
Watch: China 70 years - from Mao to Xi Jinping on NU.nl (in Dutch)
Ties Dams comments on how a developing country became the second largest economy in the world and is trying to strengthen its position of power on NU.nl (in Dutch).