 Abstract |
Chinese propaganda nowadays is focused on producing soft-sell messages
international consumption instead of hard-core propaganda of agitation.
emphasis on “image design” as Jiang Zemin coined it, rather than on
propagation of Communist ideals. This shift from the past is brought
government’s new publicity strategy masterminded by Deng Xiaoping.
strategy Chinese media have been enlisted in the ideological construction
national images. Image construction for the nation-state has become
the Chinese government and its news media in terms of international
communication.
This shift is symbolic of the rapid changes taking place in China. I draw
Andrew Wernick’s notion of “promotional culture” (1991) to describe
changes, and in particular, their impact on government publicity, domestic
reporting, and international journalism in China. I argue that a form of
“promotional culture” has made a positive impact on government publicity
as much on international journalism in China. The shift of focus in propaganda
more of a government initiative than a spontaneous pursuit of international
journalism in China. The latter still practices government scripts rather
creative in form and diversified in content as is domestic reporting. This
examines government publicity materials and news media reports concerning
Beijing’s Olympic campaign to reveal this extension of promotional
government publicity and its implications for Chinese journalism. |
