7/2/2017 5 Challenges in Chinas Campaign for International Influence | The Diplomat

ICICI - 3
Renew . icicilombard.com/Avoid_Renewals

Image Credit: Flickr/akasped

5 Challenges in Chinas Campaign for International

In uence
As China seeks to shape global narratives, it will face a number of di culties.

By Jin Kai
June 26, 2017

Discourse and power are related subjects. According to Iara Lessas summary of French social
theorist Michel Foucaults original definition, discourse primarily refers to systems of thoughts
composed of ideas, attitudes, courses of action, beliefs, and practices that systematically construct
the subjects and the worlds of which they speak. Therefore, the basic premise of discourse theory
claims that the ways we think and talk about a subject influence and reflect the ways we act in
relation to that subject. This also applies to the behaviors of a country, such as a rising China in
contemporary world system. To control the narrative, then, is the first step to controlling
the situation.

In the context of Chinas ongoing emergence and its pursuit of more comprehensive involvement in
world affairs, power over international discourse has been described as an increasingly important
part of its overall soft power, especially as China has to face what it deems containment,
suppression, and attack from the mighty Western discourse. In Zhang Guozuos view, international
discourse power specifically refers to the weight and influence of a countrys propositions on the
international stage and at various diplomatic occasions. Though a high-profile catchword in Chinese
media and academia for over a decade, it was not until the Sixth Plenary Session of the 17th Central
Committee meeting in 2011 that the Chinese government officially stressed the importance of
strengthening Chinas international discourse power.

http://thediplomat.com/2017/06/5-challenges-in-chinas-campaign-for-international-influence/?allpages=yes&print=yes 1/3
7/2/2017 5 Challenges in Chinas Campaign for International Influence | The Diplomat

For any ascending great power, it is quite normal and also necessary to secure and increase its status
and influence in international community, and discourse power is a desirable means through
which to realize multiple economic and political goals. In the still largely Western-dominated world
politics and the U.S.-led rules-based international order, China believes that its endeavor
to upgrade its international discourse power does not necessarily bring a real and direct challenge.

Enjoying this article? Click here to subscribe for full access. Just $5 a month.

Nevertheless, given the diversity and complexity of world politics, China faces at least five challenges
in its campaign for international discourse power, all of which are the major issues that may
obstruct what China seeks.

First, there is the notion of an original sin inherent in a rising China. This preconceived bias views
Chinas rise as a heterodoxy that naturally brings uncertainty and instability to the Western-
dominated system, and tends to despise the prevailing values in the West. It is in view of this, China
must seek, and actually has been seeking, more commonalities, for example by providing more
international public goods, in its international activities. For China, the ultimate truth may
disprove the original sin theory.

Second, there is the emphasis on the rules-based system. The United States has repeatedly accused
China of being a bad actor, for example, in respect to the East and South China Seas disputes, by
restating the importance of rules-based international order. Of course, this order was built under
the absolute and supreme leadership of the United States after World War II. The fact is that the
currently prevailing rule-based order has been very exclusive and dominated by the U.S. values and
beliefs. This exclusiveness is exactly what China should be trying to rebut in its international
discourse campaign, but it will be an uphill battle.

Third, there is the phenomenon I have called missing the forest for the trees. Although China has
made great achievements in many socioeconomic aspects, reports in Western media sometimes still
pinpoint individual stories and intentionally enlarge them to comment on China as a country. This
is particularly true with regards to contradictory views on human right issues between the West and
China. When it comes to human rights discourse, the West views and values individual stories,
sometimes for political considerations, while China so far has been giving much attention to its
grand national progress and achievements, shown in reports and numbers. The different narrative
strategies pose an obstacle for China to promote its viewpoint on the world stage.

Fourth, there is the challenge of the small bullying the big. In world politics, a big state may bully
small ones by taking advantage of its greater size and capability. But the reverse can also be true
small states taking advantage of their relative weakness because a reaction from the big power would
spark international condemnation. For example, in the South China Sea, several smaller parties in
the disputes have incrementally solidified their occupations of disputed islands and rocks, while
China remained relatively more self-restrained. As China seeks to continue its rise, complex
reactions from not only major powers but also smaller neighbors should on close to the top of its
diplomatic agenda.

Last but not least, there is the danger of too much praise. Overconfidence could obstruct Chinas
true and clear vision of its own status and image, particularly at a time when the United States is
believed to be relatively declining and may start to retreat, at least partially, from the global arena
where it used to hold unchallenged leadership. The truth is that the United States still seeks to
secure its leadership, though slightly different strategies and tactics might be applied going forward.
http://thediplomat.com/2017/06/5-challenges-in-chinas-campaign-for-international-influence/?allpages=yes&print=yes 2/3
7/2/2017 5 Challenges in Chinas Campaign for International Influence | The Diplomat

China should clearly understand the relationship between its rising capabilities and the proper
responsibilities as a still ascending great power.

You have read 2 of your 5 free articles this month.

Subscribe to
Diplomat All-Access
Enjoy full access to the website and get an automatic subscription to our magazine with a
Diplomat All-Access subscription.

SUBSCRIBE NOW

Already a subscriber? Login here

Airtel Broadband Plan

http://thediplomat.com/2017/06/5-challenges-in-chinas-campaign-for-international-influence/?allpages=yes&print=yes 3/3