Skip to main content
SpringerLink
Log in

The International Communication of China’s National Cultural Image Since the 1978 Reform and Opening Up

  • Chapter
  • First Online:
The Chinese Story in Global Order

  • 72 Accesses

Abstract

Time and again in human history—Culture is always the wellspring for every country to rise to meet challenges, and to shape the moments of transition. The 16th article in Analects of Confucius. Ji Sh defines that “if remoter people are not submissive, all the influences of civil culture and virtue are to be cultivated to attract them to be so; and when they have been so attracted, they must be made contented and tranquil”.

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 119.00
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Hardcover Book
USD 159.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Notes

  1. 1.

    Confucius (2011).

  2. 2.

    Le Figaro founded in 1825, is a comprehensive daily newspaper with the largest circulation in France.

  3. 3.

    The nine countries covered are Brazil, China, France, Germany, India, Japan, Russia, the United Kingdom, and the United States.

  4. 4.

    Bertelsmann Foundation (2006).

  5. 5.

    Shukla (2006: 24).

  6. 6.

    CGTN (2021).

  7. 7.

    People’s Publishing House (1986: 7).

  8. 8.

    Xi (2015).

  9. 9.

    (The UK) Giddens et al. (2006: 21).

  10. 10.

    (The UK) Giddens et al. (2006: 21–23).

  11. 11.

    Bodley (2011).

  12. 12.

    Mencius (about 372 BC–289 BC): one of the influential philosophers who enriched Confucianism.

  13. 13.

    Shun (2287–2067 BC): An esteemed king in China.

  14. 14.

    Jiao Ge: A respected cabinet master and renowned scholar in Shang Dynasty (571–1046 B.C.).

  15. 15.

    Guan Zhong (725–645 B.C.): A prime minister of the State of Qi, a state in the period of Spring and Autumn and period of Warring States (770–221 B.C.).

  16. 16.

    Sun Shuao (630–593 B.C.): A cabinet master of the State of Chu, a state in the period of Spring and Autumn and period of Warring States who was in favor of governance of benevolence.

  17. 17.

    Baili Xi (726–621 B.C.): A cabinet master trusted by Qin Mugong, King of the State of Chi, a state in the period of Spring and Autumn and period of Warring States.

  18. 18.

    Xinhua News Agency (2014).

  19. 19.

    Samsung is the largest multinational enterprise group in South Korea and one of the top 500 listed enterprises throughout the world.

  20. 20.

    Bodley (2011).

  21. 21.

    Development Dimensions International (2006).

  22. 22.

    In 1963 when a Chinese soldier Lei Feng died at age 22, Chairman Mao Zedong issued a call to “learn from Comrade Lei Feng”. Since then, China has marked the “Lei Feng Day” on 5 March every year.

  23. 23.

    Liu (2021).

  24. 24.

    Mill (1991: 211).

  25. 25.

    The research reports selected are those with China as the theme. The works selected are from academic monographs, compiles, papers, and poll reports (relating China) with China as the theme or the comparative studies between China and other countries. Media reports selected are the feature and commentary articles about China’s cultural image, with more than 800 words; Each relevant paper selected is over 10,000 words.

  26. 26.

    Matteo Ricci (6 October 1552–11 May 1610) was an Italian Jesuit priest and scholar. He came to China to preach during the Wanli period of the Ming Dynasty. His works made great contributions to the exchanges between China and the West.

  27. 27.

    Joseph Edkins (19 December 1823–23 April 1905) was a British Protestant missionary, linguist, philologist and translator. He mainly focused on Chinese religion, history and language, and wrote China’s Place in Philology.

  28. 28.

    The Four Great Inventions include: The Compass, Gunpowder, Papermaking, Printing.

  29. 29.

    Otto Franke (1863–1946) was a German sinologist. He wrote Geschichte des chinesis-chen Reiches, a five volumes work, which was of great academic significance for studying Chinese history. Geschichte des chinesis-chen Reiches systematically shows a historical map of China from Pre-Qin Period to late Qing Dynasty, thoroughly analyzes Chinese national philosophical and cultural features, and critically interprets Chinese historical view.

  30. 30.

    Wells (1920).

  31. 31.

    Joseph Needham (9 December 1900–24 March 1995) was a British biochemist, historian of science and sinologist known for his scientific research and writing on the history of Chinese science and technology, initiating publication of the multivolume Science and Civilization in China, which deeply influencing the cultural exchanges between China and the West.

  32. 32.

    John King Fairbank (24 May 1907–14 September 1991) was a famous historian, tenured professor at Harvard University, founder of Fairbank Center for Chinese Studies, expert on American China relations and renowned specialist in the field of modern Chinese history. He was also the chief editor of The Cambridge History of China.

  33. 33.

    LinYutang (1895–1976) linguist, lexicographer, writer, journalist, and writer of popular books in English about China.

  34. 34.

    Liang Sicheng (1901–1972) architectural historian, educator, received bachelor and master’s degree from University of Pennsylvania.

  35. 35.

    Founded in 1889, The Wall Street Journal is an American business-focused, international daily newspaper based in New York City. It is the largest paid newspaper in the US by circulation. The Journal can have effect on daily international economic activities.

  36. 36.

    People’s Daily (2013).

  37. 37.

    Xi Jinping, Speech at the Opening Ceremony of International Conference in Honor of the 2565 Anniversary of Confucius & Fifth Congress of the International Confucian Association (Jinian kongzidanchen2565zhounian guojixueshuyantaohui ji guojiruxuelianhehui diwujiehuiyuandahuikaimushi jianghua), http://news.xinhuanet.com/politics/2014-09/24/c_1112608569.htm, Accessed October 4, 2021.

  38. 38.

    The research units of this project are The Charhar Institute, Center for International Communication Studies and Millward Brown ACSR. The project leader presided over the part related to Chinese cultural image.

  39. 39.

    Berlin (1991: 123).

  40. 40.

    In Greek mythology, Achilles was a hero of the Trojan War, the greatest of all the Greek warriors, and the central character of Homer’s Iliad. He was the son of the Nereid Thetis and Peleus, king of Phthia. When Achilles was born Thetis tried to make him immortal by dipping him in the river Styx; however, he was left vulnerable at the part of the body by which she held him: his left heel. Achilles was shot in the heel by a hidden arrow and died.

  41. 41.

    Parekh (2006: 55).

  42. 42.

    Gu and Yuanhua (1999: 6).

  43. 43.

    Dr. Fu Manchu is a supervillain who was introduced in a series of novels by the English author Sax Rohmer, published in 1913. Fu Manchu is regarded as the most incredibly evil genius of all time. He is a Chinese nobleman while received modern education in Britain making him more insidious. He is “the yellow peril incarnate in one man.”

  44. 44.

    Wu (1997).

  45. 45.

    Liu (2012).

  46. 46.

    The eight countries surveyed include the U.S., the U.K., Australia, New Zealand, Malaysia, India, South Africa, and China.

  47. 47.

    Channel 4 began its transmission on 2 November 1982. Its programs are famous for being experimental and innovative in forms and contents.

  48. 48.

    Hu (2012).

  49. 49.

    Han Suyin or Elisabeth Comber (1917–2012) is a Chinese-born British writer and social activist.

  50. 50.

    Cai Pa, Han Suyin, Lonely Boats Ties Up Heart Home-bound (Guzhou yixi guyuanxin). http://www.chinawriter.com.cn/wxpl/2012/2012-11-05/145769.html, Accessed December 16, 2021.

References

  • Berlin, Isaiah. 1991. Against the Current: Essays in the History of Ideas, 123. Oxford: Clarendon Press.

    Google Scholar 

  • Bertelsmann Foundation. 2006. World Powers in the Twenty-first Century. Berlin: Bertelsmann Foundation.

    Google Scholar 

  • Bodley, John H. 2011. Cultural Anthropology: Tribes, States, and the Global System. Lanham, Maryland: Alta Mira Press.

    Google Scholar 

  • Cai, Pa, and Suyin Han. 2021. Lonely Boats Ties Up Heart Home-Bound (Guzhou yixi guyuanxin). http://www.chinawriter.com.cn/wxpl/2012/2012-11-05/145769.html. Accessed December 16, 2021.

  • CGTN. 2021. Xi Jinping, Guardian of the Chinese Cultural Heritage. CGTN, April 3.

    Google Scholar 

  • Confucius. 2011. Book 16 · Ji Sh. In: Analects of Confucius (Lunyu JiSh). Changsha: Yuelu Press.

    Google Scholar 

  • Deeply Understand the Connotation and Significance of Socialist Core Values (Shenkelijie shehuizhuyihexinjiazhiguan de neihan he yiyi). People’s Daily, May 22, 2013.

    Google Scholar 

  • Development Dimensions International. 2006. International Human Resources Consultants. Development Dimensions International, January 9.

    Google Scholar 

  • Giddens, Anthony (trans.), Xudong Zhao, Chen Liu, et al. 2003. Sociology, 4th edn. Beijing: Peking University Press.

    Google Scholar 

  • Gu, Yaoming, and Yuanhua Yang. 1999. Experience of Attending Asia Media Forum: Strengthening Communications and Cooperation with Asian Media (Jiaqiang yu yataimeiti de goutong yu hezuo—chuxi yataidiqu meitiyantaohui yougan). Chinese Journal of Journalism & Communication 1: 6.

    Google Scholar 

  • Hu, Shih. 2012. The Chinese Renaissance, 4. Beijing: Foreign Language Teaching and Research Press.

    Google Scholar 

  • Liu, Shinan. 2012. Important Part of Cultural System Reform—Achieving Effective Publicity of Chinese Culture (Wenhuatizhigaige de zhongyaoneirong—shixian zhonghuawenhua de youxiaochuanbo). International Communications 5: 7–8.

    Google Scholar 

  • Liu, Chen. 2021. Altruism vs. individualism: Cultural value in Lei Feng Spirit. http://en.youth.cn/Inter_Channel/Editor_Pick/201203/t20120308_2001344.htm. Accessed December 25, 2021.

  • Mill, John S. 1991. Utilitarianism in Collected Works of John Stuart Mill, ed. John M. Robson. London: Routledge & Kegan Paul.

    Google Scholar 

  • Parekh, Bhikhu. 2006. Rethinking Multiculturalism: Cultural Diversity and Political Theory, 2nd edn. New York: Palgrave Macmillan.

    Google Scholar 

  • People’s Publishing House. 1986. Resolution of the Central Committee of the Communist Party of China on the Guidelines of Socialist Cultural and Ethical Progress (Zhonggongzhongyang guanyu shehuizhuyijingshenwenmingjianshe zhidaofangzhen de jueyi), 7. Beijing: People’s Publishing House.

    Google Scholar 

  • Shukla, Saurabh. 2006. Soft Power. India Today, October 30.

    Google Scholar 

  • Wells, Herbert. 1920. Outline of History. New York: The Macmillan Company.

    Google Scholar 

  • Wu, Hongming Denis. 1997. An Enduring Schema: The Image of the Chinese in American Prime Time Television Dramas. Gazette (58): 69–86.

    Google Scholar 

  • Xi, Jinping. 2015. Speech at the Forum on Literature and Art (Zai wenyigongzuozuotanhui shang de jianghua). Xinhua Digest 23: 1.

    Google Scholar 

  • Xi, Jinping. 2021. Speech at the Opening Ceremony of International Conference in Honor of the 2565 Anniversary of Confucius & Fifth Congress of the International Confucian Association (Jinian kongzidanchen2565zhounian guojixueshuyantaohui ji guojiruxuelianhehui diwujiehuiyuandahuikaimushi jianghua). http://news.xinhuanet.com/politics/2014-09/24/c_1112608569.htm. Accessed October 4, 2021.

  • Xinhua News Agency. 2014. Xi Jinping: China and India Should Work Together for National Rejuvenation (Zhongyin yao xieshoushixian minzufuxing). Xinhua News Agency, September 18.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Beijing Foreign Studies University, Beijing, China

    Chen Liu

Authors
  1. Chen Liu
    View author publications

    You can also search for this author in PubMed Google Scholar

Rights and permissions

Reprints and permissions

Copyright information

© 2023 Peking University Press

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Liu, C. (2023). The International Communication of China’s National Cultural Image Since the 1978 Reform and Opening Up. In: The Chinese Story in Global Order. Springer, Singapore. https://doi.org/10.1007/978-981-19-9020-5_7

Download citation

Publish with us

Policies and ethics

Search

Navigation