Comparing Chinese and EU soft power: The credibility factor

This paper presents arguments to evaluate soft power as perceived by the European Union (EU) and by China. Since the presentation of Joseph Nye's concept of soft power, it has become apparent that notions of audience and message reception are important. We will further argue for the relevance of the psychological idea of dissonance. We will compare and contrast soft power discourses for their alignment with reality, and assess them for discrepancy. Ultimately, we will conclude that such contradictions exist and create a “dissonance” or disjunction, which we will explore in relation to the concept of credibility. In the second section, an analysis of China's soft power serves to highlight the effects of the implementation by a “hard” state, in a centralized and controlled manner, of a soft power policy. We will examine tables in an effort to extend our comparison beyond the discourses perpetuated and promoted by both China and the EU. We will challenge these discourses using indices, including the World Press Freedom Index by Reporters Without Borders, the Corruption Perception Index by Transparency International, as well as The Good Country Index, The Soft Power 30, and the World Justice Index, each representing a component of soft power as proposed by Nye, i.e. culture, political values and foreign policy. Additionally, we will closely examine social questions to better develop our understanding of soft power policy. Results indicate that while credibility appears more important to China than to the EU, it is, nonetheless, a central tenet for both parties. The third section takes a comparative approach to its discussion of the normative power of European and Chinese soft power. It reveals contradictions within the policies of both political bodies, and simultaneously draws two conclusions. First, that a “cultural fool” does not exist, i.e. individuals are able to decipher and understand messages. Secondly, that individuals attribute credibility or unreliability to policy messages framed by a state, an organization, or the media.SCOPUS: ar.j