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Maags, Christina (2014) 'Enhancing China’s National Image Through Culture Festivals: A Case Study of China Culture Years in Europe.' Fudan Journal of Humanities and Social Sciences, 7 (1). pp. 33-55.

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Since the mid-2000s, the PRC has increasingly focused on pursuing cultural diplomacy abroad to improve its national image and enhance cultural soft power. Although China’s cultural “Charm Offensive” has not gone unnoticed, a variety of specific activities have not been subject to research so far. This paper, therefore, attempts to fill this research gap by analyzing Chinese state-level cultural diplomacy through a comparative case study of three China Culture Year events held in France (2004), Italy (2010), and Germany (2012). These findings are subsequently compared to the China Culture Year in Australia (2012), thereby allowing the identification of spatial variations. I argue that the Chinese government applies a general approach of organizing the events abroad by making use of local institutions. At the same time, through the strategic selection of events, the festivals portray distinct national images that transmit particular narratives of self-presentation to the European audience and take into account country-specific preferences.

Item Type: Journal Article
SOAS Departments & Centres: Departments and Subunits > Department of Politics & International Studies
ISSN: 16740750
Copyright Statement: © Fudan University and Springer-Verlag GmbH Berlin Heidelberg 2014. This is the accepted manuscript of an article published by Springer in Fudan Journal of Humanities and Social Sciences on 18 January 2014, available online:
DOI (Digital Object Identifier):
Date Deposited: 15 Jul 2019 15:28

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