China's Charm Offensive: Beyond Appearances

Since the beginning of the 21st century, China has been a rising star in the arena of public diplomacy. Its PD campaign, coordinated by the Ministry of Foreign Affairs, involves fourteen separate Departments, including the United Front Work Department, the Ministry of Commerce, the Ministry of Culture, and the General Administration of Press and Publication. The colossal campaign aims to brand China as a responsible, peace-loving, and culturally sophisticated nation. China has done this through generous aid to Africa, the global expansion of its media properties, and the rapid growth of Confucius Institutes.

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