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This paper analyses the current discursive and cultural governance of China by examining President Xi Jinping's political discourse. It examines three key topics in Xi's discourse of governance: comprehensively deepening reform, the anti-corruption drive, and the new normal economy. The analysis shows how cultural and discursive resources are integrated to facilitate the governance of the Chinese Communist Party (CCP). The integration of these two types of resources constitutes a distinctive type, or "brand", of the CCP's governance in China. [ABSTRACT FROM AUTHOR]