Never the twain shall meet? Rethinking China's public diplomacy policy

In recent years, China has developed an increasingly ambitious public diplomacy program to enhance its soft power abroad. Although several scholars have sought to assess the effects of this program, little attention has been paid to the Chinese governmental conception of soft power and its use in propaganda. This article explores how the state's view of soft power is transformed into policy through the cultural bureaucracy and, conversely, how it limits the program's effectiveness. The article concludes that the limited success of soft power is due to the following main factors. First, although China's public diplomacy programs are planned and implemented in ways that reflect its domestic cultural policy, they are rarely successful even in their home markets. Second, China's conception of soft power focuses on top-down, State-centered image management, thereby overlooking the relational and context-dependent aspects of soft power.