Beijing in diplomatic effort to change misperceptions at home and abroad
Leaders fear nation is perceived as weak at home and aggressive abroad, and hope new initiatives will change view of an increasingly vocal public
Beijing is ramping up its public diplomacy efforts because the leadership fears that foreign affairs initiatives have led to misperceptions at home and abroad.
The belief that China is perceived as aggressive in other countries but weak among its own citizens was the driving force behind the establishment of the China Public Diplomacy Association in December.
The association is a non-profit group backed by the government. Its president is Li Zhaoxing, a former foreign affairs minister who chairs the foreign affairs committee of the National People's Congress.
Instead of focusing largely on foreign audiences, public diplomacy is increasingly targeting domestic citizens, who are more vocal about politics.
"As China is progressing towards becoming a major power, we have to ensure that our citizens have a proper understanding of what constitutes a major power," said Ma Zhengang , deputy president of the association and former ambassador to Britain.
"There needs to be some effort taken for citizens to properly understand China's foreign affairs directives."