Cultural diplomacy, which is accepted as a sub-branch of public diplomacy, is described as ‘the exchange of ideas, information, art, and other aspects of culture among nations and their peoples in order to foster mutual understanding’ by Milton C. Cummings. Although this term has been used in international relations for centuries, its acceptance as a theory is a relatively new concept. Cultural diplomacy, as a component of both public diplomacy and also Joseph Nye’s ‘soft power’, includes movies, music, dance, exhibitions, various education and exchange programs, literature and cultural programs.
In today’s world, China, a super power with its growing economy, started to feature its soft power, public and cultural diplomacy to break the perception of ‘China threat’ theory which shortly claims that the rising power would eventually challenge the hegemon power and war will be inevitable. The aim of this study is to put forward Chinese efforts in promoting cultural diplomacy to break the perception of ‘China threat’ theory by analyzing the elements of China’s cultural diplomacy, which are basically; Confucius Institutes, marketing Chinese cultural products, series of cultural programs and foreign aid.
As the outcomes of the research, it is seen that against ‘China Threat’ theory, China clearly keeps emphasizing its peaceful development and wants to improve its image especially after 1989 Tinananmen Crackdown. Hence, as the most important elements of China’s cultural diplomacy; Confucius Institutes have been established throughout the world, Chinese cultural products are being marketed and Chinese foreign policy is becoming more transparent.
Branding the Chinese Dream: Reception of China’s Public Diplomacy in Britain’s “Cultural China”