Marketing against the “China Threat”:A Study of China’s International Image Promotion

中國於1971年加入聯合國，藉此重返國際社會；但在毛澤東主政下，中國仍自我封鎖。鄧小平於1976年接替毛澤東後，終於在1979年開啟中國的大門；此時國際環境中現有的規則、制度及價值，大多為西方國家所主導。中國做為後來者，在二十年間成為亞洲經濟的動力來源，世界各國無不密切觀察其快速的崛起；對於中國在國際體系中扮演的角色，以及該如何面對中國竄升的實力，國際間出現兩種看法。 第一種看法將中國視為必須加以防堵的威脅，第二種則將中國視為可透過交往加以運用的機會。「中國威脅論」之說，在1989年的六四天安門鎮壓事件發生後到達顛峰，中國面臨遭到國際孤立的局面，中國政府因此深刻體認到國際聲譽及形象受損的嚴重後果。而當中國共產黨執政的正當性日益仰賴經濟改革成果之際，中國政府更急於塑造友善的國際環境，使其經濟改革得以前進。中國政府開始啟動了全面的國際形象改造，以緩和將中國視為威脅的國際氛圍。 中國領導人自此大力宣傳其「和平崛起」，並在其傳統文化中尋找「軟實力」元素，做為推展多面向公眾外交的後盾。本文內容主要檢視中國擁有的軟實力資源，及其推動高層官員出訪、積極參與國際論壇、主辦北京奧運及上海博覽會等公眾外交作為，結論認為中國的國際形象改造計畫，在全球不同的區域獲致不同的成效。China reentered the international community in 1971 when it joined the United Nations, but it remained a closed country under Mao’s watch. Deng Xiaoping succeeded Mao in 1976 and he opened China’s door in 1979 to a global environment where existing rules, institutions, and values had been largely shaped by western countries. In two decades the latecomer has become the economic powerhouse in Asia and has had other states watching its rapid rise in the global community. Two rival views have since emerged as to China’s role in the international order and how to deal with its rising power. The first deems China as a threat to be contained. The second projects China as an opportunity that can be employed through engagement. The “China threat” argument reached its height after the crackdown on student protest at the Tiananmen Square on June 4, 1989. The aftermath of international isolation seriously alerted the Chinese government to the effect of severe damage to its reputation and image internationally. As the Chinese Communist Party’s power legitimacy increasingly relies on delivering economic success, the Chinese government became ever more eager to create a friendly international environment where its economic development may be furthered. The Chinese government has since launched a sweeping reform of its global image to smooth away the perception of China as a threat. Chinese leaders have since touted its “peaceful rise” and turned to its traditional culture for soft power resources to better support its public diplomacy on all possible fronts. Examining China’s soft power resources and its efforts in staging high-level official visits, actively participating in international forums, and hosting the Beijing Olympics and the Shanghai World Exposition, this thesis finds that China’s global image promotion has reaped various degree of success in different regions