Branding a Rising China: An Analysis of Beijing’s National Image Management in the Age of China’s Rise.

National image is not only a channel to wield a state’s national power, but also an important national power resource. It has become critically important for China as it tries to rise in a relatively favorable international environment. Following a theoretical discussion on national image management in international relations and a historical review of China’s national image management, this article examines China’s strengths and weaknesses in its national image management. On the one hand, China’s national image benefits from its strong commitment to cultural diplomacy, effective employment of information and communication technologies in international broadcasting, and close connections with the Chinese diaspora around the world. On the other hand, China’s national image management is constrained by such hurdles as weak political credibility, reviving popular nationalism, and various missteps in its foreign policies. This study concludes that China’s national image management will remain an uphill battle in the long run. [ABSTRACT FROM PUBLISHER]