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CHINA’S SOFT SELL: IS THE WORLD BUYING?

Posted by Matt in January 24th, 2007

The People’s Republic of China has been long fixated on the elements of hard power, particularly on assessing how China stacks up against other states in economic and military terms. This fixation has manifested itself as an obsession in Beijing with the concept of Comprehensive National Power (CNP)—a quantitative indicator of a country’s power based upon a confluence of its military, economic and social factors—and calculating China’s position in a global ranking. More recently, Beijing has become increasingly conscious of the value of soft power, leveraging this to China’s benefit. Of course, twenty-first century China is certainly no newcomer to the use of soft power—the Middle Kingdom has been in the business of soft power projection for millennia. Since the 1990s, however, Beijing has launched an unprecedented global soft power initiative, and much is being made of its putative abilities. Both Chinese analysts and outside observers have done considerable talking and writing on the topic (China Brief, December 6, 2006). Yet, how significant has this exercise in soft power been, and how is China flexing its soft power “muscles”? Moreover, how effective is Beijing’s initiative, and to what ends is this effort being directed?

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