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Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China” / Yan Wu, Sian Rees, Richard Thomas, Yakun Yu

British Journal of Chinese Studies, Volume: 11, Pages: 15 - 35

Swansea University Authors: Yan Wu, Sian Rees, Richard Thomas, Yakun Yu

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Abstract

Over four decades, China’s transformed propaganda system has embraced public diplomacy to dispel its perceived “threat.” The most recent strategy has been the branding of the Chinese Dream narrative. Although there has been some academic focus on China’s nation branding, little has been written abou...

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Published in: British Journal of Chinese Studies
ISSN: 2048-0601
Published: London British Association for Chinese Studies 2021
Online Access: Check full text

URI: https://cronfa.swan.ac.uk/Record/cronfa57747
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Abstract: Over four decades, China’s transformed propaganda system has embraced public diplomacy to dispel its perceived “threat.” The most recent strategy has been the branding of the Chinese Dream narrative. Although there has been some academic focus on China’s nation branding, little has been written about its reception by overseas audiences. Accordingly, this article draws on focus-group data and employs Tu Wei-ming’s “cultural China” framework in exploring how the Chinese Dream is received and interpreted in the United Kingdom. This article contributes to understandings of nation branding by recognising how Chinese diaspora communities and British intellectual and professional elites engage with and promote brand values. It argues that the socio-cultural aspect of branding is important for China’s identity and that using the Chinese Dream as a branding narrative is successful when it focuses on cultural and economic messaging but divides opinion when political ideology is used.
Keywords: Cultural China, Chinese Dream, public diplomacy, nation branding, cultural congruency, soft power communication
College: College of Arts and Humanities
Start Page: 15
End Page: 35