Abstract In light of China's growing weight as a technological power in the international arena, an increasing body of literature is dedicated to conceptualizing China as a nascent norm-shaper in global cyber governance. However, a nuanced investigation into the process of China's norm diffusion in cyber governance has been lacking. Drawing on the latest advancements from norm diffusion theory, this study provides a nuanced understanding of the complex and multidimensional nature of China's cyber-governance norm cluster and the diffusion mechanisms. By contesting the linear and static conceptualization of norms, this study conceptualizes China's cyber governance norms through the lens of norm cluster. It demonstrates that China has actively promoted a constellation of values and appropriate behaviours in order to address the myriad of problems and challenges it identifies in global cyber governance, revolving around three core values, namely: cyber sovereignty, multilateralism and the balance between security and development. This research also demonstrates that instead of using a single diffusion mechanism, China has relied on a dynamic combination of socialization and positive incentives which are driven by both state-led actors and private sectors to diffuse its cyber norms and approaches at regional and international levels.
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