The new motivation and dilemma of China's internal soft power in the age of noopolitik

Abstract

Good governance and anti-corruption efforts were expected to enhance soft power overseas. The party-state successfully governed China for decades relying on its controversial governance approaches. The country has visibly demonstrated economic and social development. However, China's growing influence has failed to be recognised as soft power, being viewed rather as sharp power most times. The monograph investigates whether China is mindful of exporting its political ideas and whether it considers its governance model to be the pillar of its soft power portfolio. Through framing analysis of media coverage and in-depth interviews with Australian public diplomacy experts, the monograph presents how Australia, a western country with close economic ties with China, interprets China's intended narrative regarding its governance model and development. Examining the congruity between China's projection and Australia's mediation sheds a new light on the relationship between domestic governance, soft power, and sharp power. By sketching out Beijing's ambitions and attempts, the monograph draws implications about China's public diplomacy and the future global order.