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Using the New Media to Enhance China’s Soft Power

The recently published “Blue Book: The 2010 Research Report on Chinese Culture’s Soft Power” focuses on the point that China’s “new media” are becoming new distribution channels for the nation’s soft power. The Blue Book suggests that the distribution environment and methods for promoting the national image and China’s core values have changed in the 21st century. Compared to the traditional one-way media such as TV, the radio, and newspapers, the new media promote two-way communication. It is considered a new development in the field of public diplomacy. The report calls for advancing a Chinese new media platform in order to export Chinese values and political views and to improve China’s international status.

Source: Xinhua, February 18, 2011