China’s Global Image Management: Paper Cutting and the Omission of Politics

Abstract

ABSTRACTChina is highly concerned about its global image and is thus increasingly active in promoting itself globally. The most prominent and most controversial tool of China’s global image management is the Confucius Institute (CI). Launched in 2004 to introduce Chinese language and culture globally, CIs are normally joint ventures between Chinese and international universities, and are partially funded by the Chinese government. These close links with official China have raised concerns about their aims and have triggered heated debates about their intentions. While proponents describe CIs as a benign instrument of cultural exchange, critics define them as the propaganda arm of the Chinese Communist Party. This paper provides empirical evidence related to these debates as it critically engages with the actual content CIs present to their audiences by analysing internal work reports from 50 CIs in Asia, Africa, Europe and the Americas. The paper outlines the specific narratives CIs present to global audiences and finds a clear agenda to present an apolitical version of China by emphasising elements of traditional Chinese culture and mostly avoiding controversial political topics.