This study provides an examination about China’s projected image and explores how China implements various concepts and channels for image building activities. It also displays the reasons and motivation points of image projection as a national policy. This national policy gives a reference to Chinese grand strategy which is embodied in Chinese Soft Power. Bearing this in mind; the study provides an explanation about the sources of projected image.
In order to follow the right track, the study primarily establishes an internal examination within China thereafter it explores the projection process within the U.S case. This approach enables to understand the changing U.S views of China and also pursues to find the dynamics of U.S public perception. In regards to the analysis; the study examines the Chinese efforts which try to build a favourable image in the minds of Americans. This process leads the study to explore the tools for the projected adjustment. It displays that; which implementations took place to affect the U.S society.
Furthermore, the study gives the reasons of Chinese PR and PD engagements which indicate the possible rewards for Chinese Power. This dimension targets to re-design the public perceptions which are also embodied in Beijing’s charm offensive. Thus China aims to fill the gap between her comprehensive power capacity and the concept of soft power.
Table of Contents
I. Introduction
1.1. Research Question
1.2 Purpose and the Structure of Research
II. Literature Review and Research Gaps
III. Research Design
IV. Theory
4.1. Soft Power
Section 1
1.1 Image
1.2 Chinese Self Image
1.3 Chinese Existing Image in the United States
1.4. China Threat Theory
Section 2
2.1 Projected Image
2.2 China’s Projected Image
Section 3
3.1 Sources of Projected Image
3.1.1 Public Diplomacy
3.1.2 PR
3.2 Chinese Public Diplomacy
3.3 Chinese PR strategies
Section 4
4.1 Effectiveness of Chinese Projected Image
4.1.1 Analysis of BBC (GlobeScan and PIPA)’s Results
4.1.2 Analysis of Pew Research Centre’s Results
4.1.3 Analysis of Anholt-GfK Roper Nation Brands Index
4.2 Comparison and Final Analysis
Conclusion
Research Objectives and Themes
This thesis examines the strategic efforts of China to manage and project its national image within the United States, investigating how Beijing utilizes communication tools, public diplomacy, and public relations to mitigate negative perceptions and foster a favorable international standing. The study explores the gap between China’s self-perception and the external image held by the American public, assessing the effectiveness of Chinese image-building strategies amidst complex bilateral relations.
- The role of Soft Power in Chinese foreign policy strategy.
- The construction and impact of the "China Threat Theory" in U.S. public opinion.
- Comparison of public diplomacy and public relations as tools for image management.
- Evaluation of the effectiveness of state-led image projection efforts via longitudinal opinion poll data.
Excerpt from the Book
1.1 Image
Constructivist approach has long argued that Outer Reality is not something free from the observer (Zehfuss, 2001). Human beings shape the meanings of things according to their experiences or belief system. The mutual interaction between the observer and world; forms the human perception. Boulding (1959) argues that the world appears to every individual differently and that difference is the product of accumulated experiences. Image is also a social outcome of perceptions which is formed and shaped by wide range of social parameters. These parameters can be named as social interaction, shared ideas, beliefs, knowledge transfer, judgments, stereotypes or social experiences.
In psychology, Image is mentioned as a value added interpretation of things. It is the result of individual judgment or the outcome of observation (Shih, 1988). Images does not have to represent the solid things, it can be attached to ideas, events, philosophical concepts or any variable in Semantics. Image is subject to a multidisciplinary field, especially to Political Science (Gilboa, 2008). Political science explores the Image from two angles. Image is the result of social process and it is a by-product of political thinking. Fombrun and Shanley (1990) underlines that Image is a finished good of individual experiences thus it results from the perception of people. This perception gives an accumulated picture of Image thus it creates the social frame about the objects, events and desired concepts. Nimmo and Savage (1976) clarifies the concept of image’’ as an array of perceived attributes ‘’(p8).
Summary of Chapters
I. Introduction: This chapter introduces the shift in the global concept of power after the Cold War and defines the research question regarding how China attempts to project its ideal image in the United States.
II. Literature Review and Research Gaps: This section surveys existing academic works on Chinese regional power, soft power discourse, and the intersection of public diplomacy and public relations, identifying a need for further research on the effectiveness of these tools.
III. Research Design: This chapter outlines the methodology, including the structured, focused comparison approach, and justifies the selected time interval and variables for measuring China's image projection.
IV. Theory: This section provides the theoretical framework, centered on Constructivism and Joseph Nye’s "Soft Power" theory, to explain how perceptions are socially constructed and strategically managed.
Section 1: This section explores the concept of national image, Chinese self-image, existing perceptions of China in the United States, and the implications of the "China Threat Theory."
Section 2: This section evaluates the concept of projected image and analyzes the specific strategies behind China's peaceful development and harmonious society narratives.
Section 3: This section investigates the sources and tools of image projection, focusing on the mechanics of public diplomacy and public relations campaigns employed by Beijing.
Section 4: This section assesses the effectiveness of Chinese image-building efforts through an analysis of various international opinion polls, leading to a final comparison and analytical conclusion.
Keywords
China, United States, Soft Power, Image Projection, Public Diplomacy, Public Relations, Constructivism, National Image, Foreign Policy, China Threat Theory, International Relations, Global Perception, Communication Strategy, Bilateral Relations, Harmonious Society
Frequently Asked Questions
What is the core focus of this research?
The research focuses on understanding how China systematically attempts to project a positive national image in the United States and the motivations behind these efforts.
What are the primary thematic areas covered?
The study covers soft power, public diplomacy, public relations, the constructivist approach to international relations, and the analysis of US public perception data.
What is the primary research question?
The central research question is: How does China try to project its ideal image in the United States?
Which scientific methods are employed?
The author uses a structured, focused comparison method and performs a longitudinal analysis of third-party international opinion polls (2005–2010) to evaluate the effectiveness of Chinese image-building activities.
What does the main body of the work address?
The main body examines the theoretical roots of image building, the evolution of Chinese self-perception, the constraints imposed by its political system, and the practical implementation of diplomatic and PR tools.
Which keywords characterize this work?
Key terms include China, Soft Power, Public Diplomacy, Public Relations, Constructivism, National Image, and Bilateral Relations.
How does China attempt to balance its image as a "peaceful" power versus a "rising threat"?
China utilizes concepts like "peaceful development" and "harmonious society" to market its growth as non-threatening, while simultaneously managing the geopolitical consequences and negative perceptions associated with the "China Threat Theory" prevalent in U.S. circles.
Does the study conclude that Chinese PR campaigns are effective?
The study finds that while these campaigns increase the country's visibility in the media, they do not necessarily lead to sustained positive shifts in U.S. public opinion, often failing to change the minds of persistently negative voters.
- Quote paper
- Arda Can Çelik (Author), 2011, China's projected image - A structured, focused comparison in the United States of America, Munich, GRIN Verlag, https://www.hausarbeiten.de/document/175201
