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Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”

Yan Wu Orcid Logo, Sian Rees Orcid Logo, Richard Thomas Orcid Logo, Yakun Yu

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

Swansea University Authors: Yan Wu Orcid Logo, Sian Rees Orcid Logo, Richard Thomas Orcid Logo, 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
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URI: https://cronfa.swan.ac.uk/Record/cronfa57747
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spelling v2 57747 2021-09-02 Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China” fcb0b08dd7afa00f6899a02d4cb66fff 0000-0002-5741-6862 Yan Wu Yan Wu true false 5e8c67d76cd6b763a9f5b7ef1b3e26f0 0000-0002-4745-7433 Sian Rees Sian Rees true false 6458b4d9c68a8d6431e86961e74dccb5 0000-0003-3511-5628 Richard Thomas Richard Thomas true false be3759f61934e58f92979d862aefe529 Yakun Yu Yakun Yu true false 2021-09-02 AMED 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. Journal Article British Journal of Chinese Studies 11 15 35 British Association for Chinese Studies London 2048-0601 Cultural China, Chinese Dream, public diplomacy, nation branding, cultural congruency, soft power communication 29 6 2021 2021-06-29 10.51661/bjocs.v11i0.128 COLLEGE NANME Media COLLEGE CODE AMED Swansea University Not Required 2023-12-22T11:07:55.4840419 2021-09-02T10:01:38.8902552 Faculty of Humanities and Social Sciences School of Culture and Communication - Media, Communications, Journalism and PR Yan Wu 0000-0002-5741-6862 1 Sian Rees 0000-0002-4745-7433 2 Richard Thomas 0000-0003-3511-5628 3 Yakun Yu 4 57747__20732__4cd0f4f050a6487ab462fa0cf6355680.pdf Wu Rees Thomas & Yu 2021 Branding the Chinese Dream - Reception of China's Public Diplomacy in Britain's 'Cultural China'.pdf 2021-09-02T10:11:59.6108743 Output 537101 application/pdf Version of Record true This work is licensed under a Creative Commons Attribution 4.0 International License true eng http://creativecommons.org/licenses/by/4.0/
title Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”
spellingShingle Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”
Yan Wu
Sian Rees
Richard Thomas
Yakun Yu
title_short Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”
title_full Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”
title_fullStr Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”
title_full_unstemmed Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”
title_sort Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”
author_id_str_mv fcb0b08dd7afa00f6899a02d4cb66fff
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author_id_fullname_str_mv fcb0b08dd7afa00f6899a02d4cb66fff_***_Yan Wu
5e8c67d76cd6b763a9f5b7ef1b3e26f0_***_Sian Rees
6458b4d9c68a8d6431e86961e74dccb5_***_Richard Thomas
be3759f61934e58f92979d862aefe529_***_Yakun Yu
author Yan Wu
Sian Rees
Richard Thomas
Yakun Yu
author2 Yan Wu
Sian Rees
Richard Thomas
Yakun Yu
format Journal article
container_title British Journal of Chinese Studies
container_volume 11
container_start_page 15
publishDate 2021
institution Swansea University
issn 2048-0601
doi_str_mv 10.51661/bjocs.v11i0.128
publisher British Association for Chinese Studies
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department_str School of Culture and Communication - Media, Communications, Journalism and PR{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Culture and Communication - Media, Communications, Journalism and PR
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description 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.
published_date 2021-06-29T11:07:56Z
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