How China Understands Public Diplomacy: The Importance of National Image for National Interests

The image of a nation is crucial in the conduct of international relations. As a rising power, China is increasingly concerned about its image, due to which it is increasingly investing into its public diplomacy. Public diplomacy, broadly understood as a country’s engagement and communication with foreign publics, has become one important part of China’s overall diplomacy in recent years. This article introduces the Chinese debates on public diplomacy. In doing so, it helps to better understand how China sees itself in the world (mainly misunderstood), how China perceives the international environment (potentially hostile), and how China wants to be seen by the outside world (as a friendly, peaceful, and reliable partner). Furthermore, this article demonstrates that in China, public diplomacy is understood more as an instrument to fulfill strategic and functional purposes and less as an instrument of mutuality. Although the non-Chinese discourse focuses on mutuality, exchange, and reciprocal communication, China is more concerned with getting its message out and convincing the world of its benign intentions.