Changing Strategies and Mixed Agendas: Contradiction and Fragmentation within China's External Propaganda

China's external propaganda, or waixuan, is organized by two separate bureaucratic systems - the 'propaganda system' and the 'foreign affairs system.' This article examines waixuan's changing strategies and the bureaucratic structure's adjustments. It argues that s...

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Bibliographic Details
Published in:The Journal of contemporary China Vol. 32; no. 142; pp. 586 - 601
Main Author: Wang, Clyde Yicheng
Format: Journal Article
Language:English
Published: Abingdon Routledge 04.07.2023
Taylor & Francis Ltd
Subjects:
Audiences
Bureaucracy
Cultural change
International relations
Mobilization
Nationalism
Power
Propaganda
Segmentation
ISSN:1067-0564, 1469-9400
Online Access:Get full text
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Summary:China's external propaganda, or waixuan, is organized by two separate bureaucratic systems - the 'propaganda system' and the 'foreign affairs system.' This article examines waixuan's changing strategies and the bureaucratic structure's adjustments. It argues that since 2012, waixuan has moved on from its previous emphasis on traditional culture in the Jiang and Hu periods to promoting China's development model. The Foreign Ministry bears the pressure to project the image of a great power, making waixuan increasingly ideology-oriented and inflexible. Meanwhile, the great power narrative provides both opportunities and pressure for the propaganda system to use waixuan to feed nationalism among domestic audiences, even though it has been cautious about nationalist mobilization. Such nationalism, in turn, further ideologizes waixuan, making it difficult to attract foreign audiences.
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ISSN:1067-0564
1469-9400
DOI:10.1080/10670564.2022.2109808