Media & Governance Seminar 4

China’s International Outreach: Soft Power and the Soft Use of Power – Dr. Gary Rawnsley
Wednesday, February 15, 2012

 

Gary Rawnsley, Professor of International Communication at the University of Leeds, analyses China’s approach to soft power. China has been exploring new and innovative techniques of attracting global attention, while also embracing History and traditional culture as themes that can resonate with international audiences. The research presented in this seminar is an attempt to begin the process of de-Westernising soft power and to understand the disjuncture between China’s aspirations and the external perceptions of its actions. The presentation will critique China’s current international outreach strategy and question the emphasis on cultural approaches to soft power. Finally it will suggest that soft power cannot be a panacea for problems in the hard power domain.