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Second, China should cultivate diverse participation in activities, reduce direct government
footprints, and increase nongovernmental Chinese organizational input. Third, national image depends
on speaking as well as doing. In addition to providing peacekeepers, China must advocate
international agendas and agreements regarding basic norms and values for security, environmental
protection, and other important global issues. 51
Fourth, international relations require a value-oriented foundation. The Chinese government has
attempted to motivate this type of thought and actions through the concept of a harmonious world as a
way to spread common values. Finally, China must be rational about censures and prejudices against
it or praise for it. China should be confident and optimistic, but also be willing to accept criticism
and not react in an irrational patriotic and extreme nationalist manner. 52 It is clear, based on the
actions of the Chinese state, that Li is speaking for himself and not for the collective whole of
government with regard to many of his recommendations.
Zhang Zuorong, the Deputy Director of the Propaganda Department of Hainan’s CPC Committee,
noted in 2011 that in order to construct a national image, China needs a timetable and roadmap; a
scientifically determined time, order, and progress of events; defined responsibilities; and progress in
an efficient and orderly manner. Trust must be increased and anxieties dispelled. Further, the
psychological features, habits, and interests of foreign audiences must be studied to find out what they
need and in what form, that is, know their likes and dislikes. China must convert the advantages of the
modern media into competitive advantages. To this end, China must “establish a number of
internationally influential modern media groups that provide multi-language services that have a large
audience, that provide sufficient information, that have credibility, and that have discourse power.” 53
The current advertising onslaught directed at US media appears to be the start of such a campaign.
Yu Jianrong, director of the Institute of Rural Development at the Chinese Academy of Social
Sciences, stated that in 2010 that China’s image was one of contradiction. The cultivated image of a
country capable of hosting huge international gatherings (Olympics, Shanghai Expo, etc.) was still
associated with the more traditional consumer goods and travel terms “made in China” or the Great
Wall. That is, there was an under appreciation for all that China was doing. Therefore, on October 1
the State Council Information Office shot a publicity film that included celebrities such as China’s
first astronaut, Yang Liwei, and NBA basketball star Yao Ming. China, however, has been its own
worst enemy at times in the media market. For example, the country’s refusal to criticize North Korea
for its shelling and killing of four South Koreans stands out. 54 This indicates that the construction of
China’s national image is either a work in progress or a work that has specific bounds it will not
exceed, such as criticizing a close ally.
One of the primary tools used to shape China’s national image is the Xinhua News Agency. The
agency shapes China’s image both at home and abroad. Literally “New China News Agency,” this
organization is the largest press agency of the government of the People’s Republic of China (PRC)
and its official one. Xinhua is subordinate to the PRC State Council and reports to the CPC’s
Publicity and Public Information Department. 55 Therefore its domestic responsibilities are at the
apex of the organization’s charter. However, Xinhua has an international role to play. It hopes to
“break the monopoly and verbal hegemony” of the West. In recent months it has signed agreements