Skip to main content
SpringerLink
Log in

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

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

  • 83 Accesses

Abstract

Looking back into the four main stages throughout China’s Reform and Opening-up since 1978, innovation based on persistence is at the epicentre of this nearly half-a-century process. China’s national image has been constructed under the different historical contexts to people in each of the world’s 24 time zones.

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.

    People’s Publishing House (1995: 676).

  2. 2.

    (The US) Rapaille (2008: 2).

  3. 3.

    Thussu (2000: 181).

  4. 4.

    Sahitya Akademy, Cultural Mapping of India, http://sahitya-akademi.gov.in/sahitya-akademi/index.jsp, Accessed December 15, 2021.

  5. 5.

    Liu (2016).

  6. 6.

    Liu (2014).

  7. 7.

    Morand (1932).

  8. 8.

    Goethe Institut (2021).

  9. 9.

    Interview with former Confucius Institute Headquarters, Time June 24, 2013.

  10. 10.

    Interview with Professor Christopher Marquis, Time March 11, 2014.

  11. 11.

    To finish building a moderately prosperous society in all respects by the time the Communist Party of China celebrates its centenary in 2021; and to turn China into a modern socialist country that is prosperous, strong, democratic, culturally advanced, and harmonious by the time China celebrates its centenary in 2049.

  12. 12.

    Goethe Institut (2021).

  13. 13.

    The bank for international settlements was founded on May 17, 1930, with its headquarters in Basel, Switzerland, and representative offices in Hong Kong Special Administrative Region of China and Mexico City. The bank for International Settlements now has 550 staff from 50 countries The bank for International Settlements has three decision-making bodies: the general meeting of shareholders, the board of directors and the Management Committee of the member central banks The annual general meeting of the bank for International Settlements is held within four months after the end of the financial year on March 31 of each year. The central banks of the participating member countries adopt the annual financial statements and decide other relevant business issues. The capital of the bank for International Settlements is held by the central banks of the member countries. At present, 55 central banks or monetary authorities send representatives to attend the general meeting and enjoy voting rights.

  14. 14.

    The International Monetary Fund was established in Washington on December 27, 1945. According to the International Monetary Fund Agreement signed at the Bretton Woods conference in July 1944, the International Monetary Fund and the world bank are two major financial institutions in the world. Their responsibilities are to monitor currency exchange rates and trade conditions of various countries, provide technical and financial assistance, and ensure the normal operation of the global financial system.

  15. 15.

    The world bank is composed of five member institutions: the international bank for reconstruction and development, the International Development Association, the International Finance Corporation, the Multilateral Investment Guarantee Agency and the international investment dispute settlement center. It was founded in 1945 and began operation in June 1946. All countries participating in the world bank must first be members of the International Monetary Fund. The world bank is headquartered in Washington, D.C., with more than 10,000 employees and more than 120 offices around the world. The narrow sense of “World Bank” only refers to the international bank for reconstruction and development (IBRD) and the International Development Association (IDA).

  16. 16.

    It is an intergovernmental international economic organization composed of 35 market economy countries. It aims to jointly cope with the economic, social and government governance challenges brought by globalization and grasp the opportunities brought by globalization. It was founded in 1961 and has a total of 35 member countries and its headquarters in Paris.

  17. 17.

    Formerly known as the European Monetary standing committee, it is one of the four standing committees under the bank for international settlements. The global financial system committee has three main responsibilities: to conduct systematic short-term monitoring of the global financial system, to conduct long-term analysis of the operation of financial markets, and to make policy recommendations to improve market operation and promote global financial stability.

  18. 18.

    Gov. CN (2021).

  19. 19.

    The World Brand Lab founded in 2003 in New York, is the world’s leading consultant of digital marketing and brand valuation. It provides effective brand building suggestions for various commercial companies, non-profit organizations and government agencies. Especially for commercial institutions, the World Brand Lab guides them to maximize shareholder value through effective management of their intangible assets.

  20. 20.

    Founded in 1974, Interbrand is the largest comprehensive brand consulting company in the world. It is committed to providing all-round one-stop brand consulting services for global large brand customers. Its customer base covers about 2/3 of the Fortune 100 companies globally. As a member enterprise of Omnicom Group, a leading pioneer in global advertising marketing and corporate communication, Interbrand has a global resource network, with 42 offices in 28 countries.

  21. 21.

    Forbes is an American business magazine and also one of the most famous financial publications in the world. It has been advocating entrepreneurship and innovation awareness with the slogan of “focusing on practice and practitioners”. The forward-looking report of Forbes guides the investment direction for senior decision-makers and provides business opportunities, which is known as the “barometer of the American economy.

  22. 22.

    Fortune Magazine is an American business magazine. Founded in 1930, it specializes in professional financial analysis and case analysis. It is one of the most influential business magazines in the world. It is owned by Fortune Media Group Holdings Limited. In 1954, the Fortune 500 was published, which is a ranking of companies by revenue published annually and with great influence in economy throughout the world.

  23. 23.

    Engineering News-Record (widely known as ENR) is an American weekly magazine that provides news, analysis, data and opinion for the construction industry worldwide. It is widely regarded as one of the construction industry’s most authoritative publications and is considered by many to be the “bible” of the industry. It is owned by BNP Media.

  24. 24.

    Gallup has more than 80 years of experience, specializing in the attitude and behavior research of global employees, customers and citizens. Gallup has three core areas: strategic consulting, leadership improvement and global analysis. Gallup has more than 2000 experts, including famous scientists, renowned industry experts and best-selling writers. It focuses on customer engagement, employee engagement, corporate culture, leadership improvement, talent-based assessment, corporate image building and happiness. It business cover the sectors of banking, finance, medical care, consumer goods, automobiles, real estate, hotels, education, government and B2B enterprises.

  25. 25.

    Confucius, The Doctrine of the Mean XXV (Zhongyong di 25 zhang).

  26. 26.

    Liu (2015).

  27. 27.

    Since the reform and opening up, the third plenary meeting of the Central Committee of CPC (hereafter “the third plenary meeting) have studied and discussed the issue of deepening reform and decided on the direction of the next five to ten years of China. Every time the spirit of the third plenary meeting is considered to be releasing important signals.

  28. 28.

    Xi (2022: 209).

References

  • Goethe Institut. (2021). German Language, https://www.goethe.de/en/spr.html. Accessed January 10, 2021.

  • Gov. CN. 2021. In the First Half of 2015, China’s Foreign Direct Investment Increased by 29.2% (2015nian shangbannian woguo duiwaizhijietouzizengzhang 29.2%). http://news.sina.com.cn/c/2015-07-17/072032117671.shtml. Accessed December 1, 2021.

  • Liu, Chen. 2014. Cornerstone of International Communication of Chinese Culture: Globalization of Chinese (Zhonghuawenhua duiwaichuanbo de jishi: hanyuquanqiuhua). International Communications 10: 27–28.

    Google Scholar 

  • Liu, Chen. 2015. Analysis of the International Communication of ‘Chinese Dream’ (‘Zhongguomeng’ lilunsixiang guojichuanbo pingjia). Xinhua Digest 7: 56–57.

    Google Scholar 

  • Liu, Chen. 2016. Why Shakespeare Belongs to the World (Shashibiya heyi shuyushijie), China Culture Daily, April 26.

    Google Scholar 

  • Morand, Paul. 1932. A.O.F. De Paris à Tombouctou. Avec 4 planches hors texte tirées en héliogravure. Paris: Flammarion.

    Google Scholar 

  • People’s Publishing House. 1995. Selections (Anthologies) of Marx and Engel, the Fourth Volume (Makesi engesi xuanji disijuan). Beijing: People’s Publishing House.

    Google Scholar 

  • Rapaille, Clotaire. 2008. The culture code, trans. Chen Yinan, Lichen et al. Haikou: Nan Hai Publishing Co.

    Google Scholar 

  • Thussu, Daya Kishan. 2000. International Communication: Continuity and Change. London: Hodder Arnold.

    Google Scholar 

  • Xi, Jinping. 2022. The Governance of China IV. Xi Jinping tan zhiguolizheng (disijuan), 209. Beijing: Foreign Languages Press.

    Google Scholar 

Uncited References

  • Cohen, Bernard. 1963. The Press and Foreign Policy. Princeton: Princeton University Press.

    Google Scholar 

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

  • China Commerce Yearbook. 2010. 2010 zhongguoshangwunianjian, 2010. Beijing: China Commerce and Trade Press.

    Google Scholar 

  • Chinese Academy of Social Sciences’ Media Research Center. 1980. Compilation of Press Work Documents of the Communist Party of China (Part II) (Zhongguogongchandang xinwengongzuowenjian huibian, xia). Beijing: Xinhua Publishing House.

    Google Scholar 

  • Chin, Yee Whah. 2005. Budaya dan Keusahawanan Cina di Malaysia. Bangi: Penerbit Universiti Kebangsaan Malaysia.

    Google Scholar 

  • Communication Strategy Research Office, Center for International Communication Studies China Foreign Languages Publishing Administration. 2015. 2015 China National Image Global Survey.

    Google Scholar 

  • Cui, Yiping, and Yu Li. 2012. On the Changes of China’s TV Communication Idea Over the Past 20 Years with the Example of CCTV (Ershinian lai zhongguodianshi duiwaichuanbolinian shanbianchutan yi zhongyangdianshitai weili). Modern Media 8: 65–68.

    Google Scholar 

  • Diamond, Edwin. 1982. Sign Off: The Last Days of Television. Cambridge: MIT Press.

    Google Scholar 

  • Eastday. Celebrating the 100th Anniversary of the Birth of Deng Xiaoping: “Unswervingly Promoting the Economic Development of Pudong New Area” (Bainianxiaoping: zhajinpudongkaifa, buyaodongyao, yizhidaocheng). http://news.sina.com.cn/c/2004-08-24/21323484121s.shtml

  • Economist Intelligence Unit N.A. Incorporated. 2011. Sun Tzu and the Art of Soft Power.

    Google Scholar 

  • Eurocities. 2016. Report on Smart Cities Projects—Becoming Cities of the Future.

    Google Scholar 

  • Factors, Problems and Future Trends, Gazette, 1991, 47(3): 141–158.

    Google Scholar 

  • Finance Ifeng. Deng Xiaoping’s Talks on His Inspection Tour to the South (Deng Xiaoping nanxunjianghua, quanwen). https://finance.ifeng.com/a/20111231/5389402_0.shtml

  • Gan, Xianfeng. 2004. History of International Journalism and Communication in China (Zhongguo duiwai xinwenchuanboshi). Fuzhou: Fujian People’s Publishing House.

    Google Scholar 

  • Goethe Institut. Start. https://www.goethe.de/de/index.html

  • Guo, Mochi. 2008. An Analysis of the Strategies to Expand the Influence of China’s Foreign Television Media with the Example of CCTV4 (qianlun kuoda woguo duiwaidianshimeiti yingxiangli de duice, yi CCTV4 weili). News Research 12: 17–19.

    Google Scholar 

  • Hamashita, Takeshi. 2013. Overseas Chinese, Chinese People and China Network: Structure and Development of Immigration, Trade and Remittance Networks. Tokyo: Iwanami Shoten.

    Google Scholar 

  • Hariyono, Paulus. 2006. Stereotip dan Persoalan Etnis Cina di Jawa. Semarang: Mutiara Wacana.

    Google Scholar 

  • Heller, Mária, and Némedi Rényi. 1994. Structural Changes. In: Hungarian Public Sphere under State Socialism, ed. A. B. Seligman. Comparative Social Research. London: JAI Press.

    Google Scholar 

  • Hu, Angang, and Xiaoqun Zhang. 2004. Case Studies of the Rapid Development of Chinese Media (Zhongguomeiti xunsujueqi de shizhengfenxi). Strategy and Management 3: 24–34.

    Google Scholar 

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

    Google Scholar 

  • Israelewicz, Eric. 2011. L’arrogance chinoise. Paris: Grasset.

    Google Scholar 

  • Keynote Speech by President Xi Jinping on the 2017 Annual Meeting of the World Economic Forum (Xi Jinpingzhuxi zai shijiejingjiluntan 2017 iannianhui kaimushishang de zhuzhiyanjiang). Xinhua News Agency, January 18, 2017.

    Google Scholar 

  • La Ode, M.D. 2012. Etnis Cina Indonesia dalam Politik: Politik Etnis Cina Pontianak dan Singkawang di Era Reformasi 1998–2008. Jakarta: Yayasan Pustaka Obor.

    Google Scholar 

  • Lasswell, Harold. 1952. The World Revolution of Our Time: A Framework for Basic Policy Research. California: Stanford University Press.

    Google Scholar 

  • Li, Changchun. 2008. Strive to Build a Modern Communication System and Improve Domestic and International Communication Capabilities (Nuligoujian xiandaichuanbotixi tigao guoneiguoji chuanbonengli), Guangming Daily, December 23.

    Google Scholar 

  • Li, Guoqing. 2004. Migration, Life and Ethnicity of Fuqing People of Fujian in Japan. The Hiyoshi Review of Language, Culture and Communication 32: 61–71.

    Google Scholar 

  • Liang, Shuming. 2012. Outline of Chinese Culture (Zhongguowenhua yaoyi). Shanghai: Shanghai People’s Publishing House.

    Google Scholar 

  • Liu, Zhe. 2005. Convergence-Trend of China’s Internet Development (Ronghe—zhongguo hulianwang fazhanqushi). China Internet 10: 4–5.

    Google Scholar 

  • National Radio and Television Administration. 2010. 2010 China Radio & TV Yearbook (2010 zhongguo guangbodianshi nianjian). Beijing: China Radio & TV Yearbook Publishing House.

    Google Scholar 

  • OECD. 2005. Culture and Local Development.

    Google Scholar 

  • O’Heffernan, Patrick. 1993 Mass Media and US Foreign Policy: A Mutual Exploitation Model of Media Influence in US Foreign Policy. Spitzer Rj, 187–211.

    Google Scholar 

  • Party Literature Research Center of the CPC Central Committee. 1999. Selected Works of Mao Tse Dong (Mao Zedong wenji). Beijing: People’s Publishing House.

    Google Scholar 

  • Party Literature Research Center of the CPC Central Committee. 2006. The Second Volume of a Selection of Important Documents since the 16th National Congress of the Communist Party of China (CPC) (Shiliuda yilai zhongyaowenxian xuanbian, zhong). Beijing: Central Party Literature Press.

    Google Scholar 

  • Party Literature Research Center of the CPC Central Committee. 2009. The Second Volume of a Selection of Important Documents since the 17th National Congress of the Communist Party of China (CPC) (Shiqida yilai zhongyaowenxian xuanbian, zhong). Beijing: Central Party Literature Press.

    Google Scholar 

  • Party Literature Research Center of the CPC Central Committee. 2014. The Second Volume of a Selection of Important Documents since the 18th National Congress of the Communist Party of China (CPC) (Shibada yilai zhongyaowenxian xuanbian, zhong). Beijing: Central Party Literature Press.

    Google Scholar 

  • Pashupati, Kartik, Hua, Lin Sun, and McDowell Stephen. 2003. Guardians of culture, development communicators, or state capitalists?: A comparative analysis of Indian and Chinese policy responses to broadcast, cable and satellite television. International Communication Gazette (3): 251–271.

    Google Scholar 

  • Peng, Zhang. 2010. The New Internet by Integration of Telecom, Radio and TV, and Internet Networks (Sanwangronghe zaojiu quanxinhulianwang). Satellite TV & IP Multimedia 23: 39–41.

    Google Scholar 

  • Perlez, Jane. 2004. Across Asia, Beijing’s Star Is in Ascendance. The New York Times, August 28.

    Google Scholar 

  • President Xi Jinping: Culture and Ideologies Are with Differences but Without the Distinction of High and Low, Good and Bad Among Various Countries and Nationalities (Xi Jinping: butongguojia, minzu de sixiangwenhua you chaziyanhong zhibie, wu gaodiyoulie zhifen). Xinhua News Agency, October 4, 2015.

    Google Scholar 

  • Qiao, Zhenqi. 2012. Break Up the Distorting Mirror of China’s Economic Image (Dapo zhongguojingjixingxiang de “hahajing.” International Communications 11: 13–14.

    Google Scholar 

  • Qiu, Xiaolan. 2007. Research on Overseas Chinese and Chinese Education in Japan: A Multicultural and Multi-ethnic Social Education Project. Doctoral Dissertation.

    Google Scholar 

  • Robert, Spitzer. 1993. Media and Public Policy. Westport: Praeger.

    Google Scholar 

  • Speech by President Xi Jinping at the 14th Meeting of the Council of Heads of State of the Shanghai Cooperation Organization (Xi Jinping zai shanghaihezuozuzhichengyuanguo yuanshoulishihui dishisicihuiyishang de jianghua, quanwen). Xinhua News Agency, September 12, 2014.

    Google Scholar 

  • Sugimura, Miki. 2009. Mitsuyo Sakamoto, On Current Multicultural and Multilingual Education in Japanese Schools for Foreigners. 2009 Sophia University Research Institute Festival: Research Planning and Research Results Report.

    Google Scholar 

  • The Charhar Institute. 2012. A Survey Report on China National Image 2012.

    Google Scholar 

  • The Monitor’s Editorial Board. 2010. China Becomes World’s Second Largest Economy, but It’s far from Being a Leader? The Christian Science Monitor, August 16.

    Google Scholar 

  • The Relationship between China and Africa: Sincere, Fair, Friendly and Honest (“Zhen, Shi, Qin, Cheng” Sizizhenyan Quanshi Zhongfeiguanxi Zhendi). The People’s Daily, January 4, 2016.

    Google Scholar 

  • Xi, Jinping. 2016. Speech at the Second Meeting of the Fifth Plenary Session of the 18th CPC Central Committee (Zai dangdeshibajie wuzhongquanhui diercihuiyi shang de jianghua). Xinhua Digest 3: 3.

    Google Scholar 

  • Xi Jinping and Members of the Standing Committee of the Political Bureau of the 18th CPC Central Committee Met with China and Foreign Journalists (Xi Jinping deng shibajiezhonggongzhongyangzhengzhijuchangwei tong zhongwaijizhe jianmian). Xinhua News Agency, November 15, 2012.

    Google Scholar 

  • Xu, Haijing. 2015. China and Australia Officially Singed a Free Trade Agreement; 97% of Exports to China Would Be Tariff Free (Zhongao zhengshi qianshu zimaoxieding; 97% duihuachukoushangpin lingguanshui), Xinhua News Agency, June 17.

    Google Scholar 

  • Weiguang, Yang, and Li. Dongsheng, eds. 1999. Twenty Years of Xinwen Lianbo (Xinwen lianbo 20nian). Beijing: Joint Publishing.

    Google Scholar 

  • Zhao, Huayong, ed. 2008a. History of CCTV (1958–1997) (Zhongyangdianshitai fazhanshi 1958–1997. Beijing: China Radio & Television Publishing House.

    Google Scholar 

  • Zhao, Huayong, ed. 2008b. History of CCTV (1998–2008) (Zhongyangdianshitai fazhanshi 1998–2008). Beijing: China Radio & Television Publishing House.

    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 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_8

Download citation

Publish with us

Policies and ethics

Search

Navigation