The Propaganda Department has been renamed the Department of Publicity in a bid to improve its image.
Nearly two decades after the launch of the open-door policy, leaders in Beijing have finally admitted the word 'propaganda' carries a negative connotation.
A State Council Information Department spokesman confirmed yesterday that the English name of the department had been changed from 'propaganda' to 'publicity' and local and provincial branches had followed suit.
'It is hoped the new name can reduce ambiguity and better reflect the nature of the department's work,' she said. 'It is a change of the translation of its English name. Its Chinese name will remain unchanged.' The spokesman said publicity department officials hoped the new name would help communications with the outside world which had rejected the word 'propaganda'.
Although the change of name might not lead to an immediate relaxing of censorship or ideological control, diplomats in Beijing said it was a positive sign which showed China wanted to act in an internationally acceptable way.
Unlike previous rulers, the third-generation leadership has made frequent overseas trips and received foreign guests.
A departmental official said there had been suggestions for a long time that the name 'propaganda department' did not help them to promote the country.