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This book is about how China strives to rebuild its soft power through communication. It recounts China´s efforts by examining a set of public diplomacy tactics and programs in its pursuit of a ´new´ and ´improved´ global image. These case studies invites the reader to a more expansive discussion on the instruments of soft power.

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Introduction: China´s Search of Soft Power; J.Wang The Expansion of China´s Public Diplomacy System; I.d´Hooghe China´s Image Projection and Its Impact; H.Wang China´s International Broadcasting: A Case Study of CCTV International; X.Zhang The Evolving Chinese Government Spokesperson System; N.Chen Chinese Corporate Diplomacy: Huawei´s CSR Discourse in Africa; L.Tang & H.Li National Image Management Begins at Home: Imagining the New Olympic Citizen; J.de Kloet , G.Pak , L.Chong & S.Landsberger Chinese Diaspora, the Internet, and the Image of China: A Case Study of the Beijing Olympic Torch Relay; H.Li China´s Image Management Abroad, 1920s-1940s: Origin, Justification and Institutionalization; Y.Z.Volz Itching the Scratches on Our Minds: American College Students Read and Re-evaluate China; J.Polumbaum

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"Based on the authors´ intimate knowledge of the changing dynamics in China´s society, this book shows the picture of a government that is learning fast in the field of international communication, and that is equally confronted with fundamental soft power challenges. This collection of essays greatly improves our understanding of China´s public diplomacy as a project under construction." - Jan Melissen, Head of the Diplomatic Studies Programme at the Clingendael Institute of International Relations, The Netherlands, Professor of Diplomacy at the University of Antwerp, Belgium, and Co-Editor of The Hague Journal of Diplomacy

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Jian Wang is director of the Center on Public Diplomacy and associate professor at the Annenberg School for Communication and Journalism, University of Southern California, USA

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