Imaging China through the Olympics: Government Publicity and Journalism

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.