maryam borazjani; hossein asgharisani; Zahra Pourdast
Abstract
The presentation of a favorable image of national sovereignty and international prestige is regarded as an important demand for states in the international arena and a useful way to advance their policy goals. Government officials in various countries seek to not only promote the positive aspects of ...
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The presentation of a favorable image of national sovereignty and international prestige is regarded as an important demand for states in the international arena and a useful way to advance their policy goals. Government officials in various countries seek to not only promote the positive aspects of their international prestige but also to stabilize their global position. The dramatic growth and sudden rise of china's economy, on the one hand, increases the national power and on the other hand, strengthens the "China phobia" and a threatening image of China in the global powers' outlook. In contrast, in order to deal with the threat and neutralize the wave theory of "China phobia", the Chinese tried to take advantage of "public diplomacy" to present a peaceful and pro-cooperation image of their country. Accordingly, this study attempted to answer the question 'how "Public diplomacy" helped to change the negative image of China in the eyes of the world public opinion?' by using a qualitative approach to the analysis of data in the framework of public diplomacy and image making. It seems that this country has been able to replace the negative image presented by its opponents to the foreign public opinion with a positive one by focusing on branding in the areas of culture, education, and tourism.
