Pedro Navarro- Week 6

In Branding a Rising China: An Analysis of Beijing’s National Image Management in the Age of China’s Rise, Sheng Ding examines China’s strengths and weaknesses in its national image management. In my opinion, China has attempted to (re) make itself through the use of soft power, that is, doing business without politics. Such soft power included the strengthening of its own and foreign media by enticing writers and journalist to report on China (Ding, 300). In addition, Beijing implemented many cultural initiatives, such as sponsored student exchange programs between China and many other countries, which encouraged inbound and outbound tourism (299). According to Ding however, Beijing’s approach of ‘Let’s do business and don’t talk about politics’ has caused some unharmonious realities, which will not contribute positively to China’s international brand (304). Therefore, Ding believes that China will continue to struggle with this battle in the long run (293). Ding notes that China lacks the sufficient political credibility to be able to become a national image manager in our current global information age (internet etc.)  Ding adds that to successfully brand oneself as a peaceful and responsible great power, and manage a favorable national image in the long run, China must adopt more creative and carefully designed public diplomacy (305).

Connecting this to my groups project on the re branding of California as a natural state, would it even be remotely possible to change the current culture without the use of politics? I don’t think China can achieve maximum national aesthetic status touching on politics, and don’t think California can either.

           

http://www.globaltimes.cn/content/632407.shtml

Ding, Sheng. "Branding a Rising China: An Analysis of Beijing's National Image Management in the Age of China's Rise." Journal of Asian and African Studies 46.3 (2011): 293-306. Web