Soft is the new hard – Govt uses celeb film ad to boost China’s image

The third eye: How to improve the country’s soft power?

By Huang Daohen

China has made huge progress in its global image, said Dennis Zhao, a Chinese visiting scholar at Michigan State University (MSU). Zhao, specializing in international communications, now also teaches Chinese to MSU students.

Living in the US for over three years, Zhao said he can tell the difference. “At least, no one will ask, ‘Are you Japanese?’ on the street,” he said.

For a long time, Zhao said the Chinese government attempted to build its image by asking domestic media to promote its achievements.

“But the outcome was always the opposite of the one intended, as most Western media still focused on China’s dark side and the government’s wrongdoings,” he said.

Now, as the country becomes more open, Zhao said the government has changed its attitude of self-promotion.

The central government has worked with PR companies to boost its image while local governments have begun using spokespeople to address public relations problems.

Zhao said the new film ad to be broadcast on CNN will help in this respect, but that should not be the whole story.

“The government and the public should not overestimate the impact of the commercial ad,” Zhao said. “I think the only way to accelerate the process of real cultural engagement with China for many in the West is through contact with Chinese soft power in the form of products and culture.”

Using Japan as an example, Zhao said many Americans have a positive image of Japan because they’ve been exposed to the country’s entertainment, fashion and automobiles.

“It is these kinds of things that finally lead people to further educate themselves about the places they’re interested in,” Zhao said.

It is the same for the US, Zhao said. Though the US government also pumps money into its domestic media like Voice of America to promote their country abroad, in the end, it is Avatar and Friends that have done more to boost the US’s image, he said.

China’s positive image cannot only depend on a TV commercial. Instead, it must be built on the well being of all its people, Zhao said.