Cultural diplomacy best wins hearts, minds
Earlier this year at the National People's Congress, Premier Wen Jiabao stated in his government work report that China will attach more importance to cultural development to enhance the international influence of Chinese culture.
This is just the latest confirmation that China recognizes that it has to enhance its global image by the exercise of soft power.
Soft power is what a nation can exercise to make itself loved, as opposed to hard power, which is about making itself feared, think military. The concept was first developed in 1990 by Joseph Nye, a former Dean of the John F. Kennedy School of Government at Harvard, who I had the pleasure of meeting a few years ago.
Reports in the Chinese press suggest that a major salvo in China's soft power initiative is about to be launched at any moment. China has asked a group of 50 Chinese opinion leaders including the omnipresent Yao Ming, Lang Lang and Jackie Chan, to make 30-second image commercials, together with one 15-minute commercial to, according to the State Council, present an image of "prosperity, democracy, openness, peace and harmony" as a counterweight to neutralize negative stereotypes coming from foreign media.
These may be good to show in embassy waiting rooms and at public events, but as a media campaign they will have about the same effect as the recent "Made in China" campaign, which barely made a ripple worldwide. In any case, they are worth a try.
I also think that the massive spending in upgrading CCTV News and CRI will bear little fruit as most of the public see them as sources of propaganda, rather than information. Maybe 10 years ago this might have been an investment well made but in today's world of unlimited Internet, there are so many other news sources that are more trusted. Xinhua News may however have a better shot at being successful. With their vast resources, they have the possibility of being as effective as, say, Russia Today or Al-Jazeera if they are seen as reporting the news objectively.
I believe that cultural diplomacy will best win hearts and minds. Take the Terracotta Warriors of Xi'an who are serving China better today as softpower ambassadors than they ever served the first emperor of China,Qin Shihuang, as hard power soldiers in the afterlife 2,300 years ago. They have conquered record-breaking crowds and created positive buzz everywhere they have marched.
In 2007, they caused a sensation at the British Museum. Despite staying open until almost midnight, the museum had to lock its gates and turn away overflow crowds. When the warriors returned home the following spring, they had drawn a record 850,000 visitors.
I remember going to the National Gallery of Art in 1976 in Washington and seeing the exhibition Treasures of Tutankhamun which amassed an audience of 836,000 people over 117 days. This phenomenon was nothing new. When the King Tut relics went on display in the 1920s, they caused a sensation and even upended the fashion world in Europe and North America.
Another tool that will pay huge dividends are Chinese film productions and co-productions.
Hollywood loves one thing: other people's money. And in China there is lots of it. In turn Hollywood can share its century of successful production, marketing and distribution.
Other elements of cultural diplomacy that I believe will be successful are the ever-growing number of Confucius Institutes worldwide. Care, however, must be exercised in academic settings where some may charge that they are propaganda sources, not learning tools.
Also, audiences love live performances, including superstars like Lang Lang. This includes wushu from the Shaolin Temple and elsewhere, Chinese acrobats, circus performers and gymnasts. I believe audiences would thrill to master classes, lessons and just meeting these ambassadors of good will if they could be scheduled accordingly.
Finally, though it's decidedly low cost and low tech, good old fashioned pen pals via Internet or snail mail can make a huge impact. I remember the excitement of having a pen pal in Sweden and in the Congo, as well as the frustration of waiting months for a reply.
Now replies travel at the speed of light.
The author is former director and vice president at ABC Television. hdzodin@hotmail.com
"If Yao Ming of the Shanghai World Expo will bring a high level, then I bring the temperature!" Jackie Chan's humorous comparison of some 21 daily for the Shanghai World Expo will be the 100-day countdown celebration of "heat."
January 21 is the 100-day countdown to World Expo in Shanghai. In the afternoon, the image of the Expo, Ambassador Yao Ming, Jackie Chan appeared Shanghai Grand Stage, and the scene nearly ten thousand names of all our citizens to meet with representatives of the World Expo Hundred Days sprint.
When the host announced that "has requested the Yao", all the eyes of the audience toward the stage entrance of Qi Shuashua places. Accompanied by cheers and applause, a black suit of Yao Ming with a smile slowly walked between two hosts, two hosts look up at the same time, the 2.26 meter tall sideways "little giant", a huge gap height so that the audience burst out bursts laughter.
"In another 100 days, the Shanghai World Expo will be held, and I am very excited, very proud. I hope everyone else to show to the world our most authentic city, the best life." Yao Ming to express their own wishes.
"I hope you join me in chanting the slogan of our 100-day sprint!" Yao had hardly faded audience shouted in unison: "Sprint 100, we are in action!"
Despite the cold snap to Shanghai the day suffered a sudden temperature drop, but Jackie Chan brings "temperature" so that the fast heating up the scene, the audience enthusiastic.
"Today the weather is really cold, but I saw everyone I smiled, feeling very warm." Chan said, "Let us cheer enthusiastically for the Expo!"
When the host asked the tone with a dig at what brought Jackie Chan, Jackie Chan smiled Answer: "If Yao Ming of the Shanghai World Expo will bring a high level, then I bring the temperature!" Live a laugh.
Subsequently, Chan presented a building specifically for the Shanghai World Expo to commemorate the song "City." "Mind is a city of the stars, city is the soul chest ... ..." People are looking forward to singing in the "City, Better Life" as the theme of Shanghai World Expo will be coming.
Jackie Chan, Yao Ming and Lang Lang is the image of Shanghai World Expo will be ambassadors. Jackie Chan and Yao Ming recently participated in California's traditional New Year's Day Tournament of Roses Parade activities as reported in U.S. media competing objects. Perform in front of the float pulley of the World Expo mascot "Little Sea treasure" who boarded the "Los Angeles Times" headlines.
In section 121 th Pasadena Tournament of Roses Parade, on 36 children from Shanghai, has created a record: skating dance through the whole parade. Their performances became highlights of the Shanghai World Expo, one of Rose.
In the parade on the way, we saw that these children foot skates, and changing the line and dance in formation to guide behind the floats slowly forward. Along with music and dance to their sometimes light, sometimes lively, warm winter sunshine in California map, those wearing "Sea Blue" dress kids like the sea wizard. To accompany the children enjoy dance, is the cheers of the gallery go hand in hand. Some viewers even to lift these children self-rating board, structured "10" followed by distinct also with a "+."
Perhaps only for themselves and their teachers, Hu Yun-ki know that such performances were perfect score is how to complete. After the New Year's Day parade, Hu told reporters teacher talk in the story behind them. Topic is the unexpected from this parade began --
Pasadena float parade from the floats, Cleveland square, staggered band formed, behind these children and their float in front of the Expo is a knight square. "Did not expect with a group of horse back," Ms. Hu said, "all the way horse manure is affected foot skate kids." But they were skillfully avoided, Hu told the teacher side, side can not help but praise from her the children: "skating dance requires more than just technology but also wisdom."
9 km of the parade route for a group of only 10-year-old children is long. They need to use two hours to complete this process - not two hours stroll, but 2 hours without idle time to dance. Because the roads completely closed, cruise on the way the kids can not leave the truck travel routes, that is, they can not drink half-way, can not go to the toilet. Hu Yun-chi does not hide the teacher's love for these children, she said that these children are angels of the Expo. These sensible little angel is often only touched her heart ache again. These "90," so that even after the child's strong 2000 and toughness may be beyond the imagination of most adults.
Gu Yue, 12-year-old girl, the Expo parade ranks as one of the young performers. When a reporter at the Pasadena saw her, her gauze around his left wrist. She told reporters that part in a parade in the United States two days before the rehearsal on the playground before school, she accidentally fell down, and go to the hospital examination revealed fracture of his left hand. A reporter asked her why she was injured but also to the United States, the little girl laughed lightly: "Well because it's fun!"
FENG Qiu-Qi, 13-year-old, this is not the General Assembly six months ago, ice-skating girl, and now stood in the center stage. Ms. Hu told reporters that a small selection of the Expo parade performers will be a prerequisite for skating. FENG Qiu-Qi was not initially considered candidates. But one day, the teacher suddenly found that every day after school, there is a small figure skating practice alone on the playground until dark. The child is the FENG Qiu-Qi. FENG Qiu-Qi said that since the parade know something, her skates on and school bags, "inseparable." Take it to school every day, between classes and training; every day after school with it, and go home to practice. Ice-skating accounting for nearly all her spare time. "Now I can not lag behind the." The girl said, very humble.
No wonder with their teacher said Hu in daily life: These children are the best messenger of the Expo.
International online news (Xinhua WANG Shan-shan): Yao Ming and Jackie Chan, the world's two most famous Chinese star as the 2010 Shanghai World Expo will ambassador for the past few days both appeared in Los Angeles for the World Expo promotion activities to help out. 2 Ambassador Local January 2 said that the promotion of the highlight of the Expo Pasadena debut float a success and believe that in the coming months, the Expo will attract more and more the United States and the world concerns, and they would do their best.
Yao Ming and Jackie Chan in the 2010 New Year's Eve has arrived in Los Angeles suburb of Pasadena to participate in the Shanghai World Expo will be a series of promotion activities, the heavy head that is January 1 to participate in the annual Pasadena Tournament of Roses Parade. Pasadena Tournament of Roses Parade and the New York Times Square is a "crystal ball countdown", Las Vegas Fireworks New Year's celebrations par, one of the three major U.S. is the world's Parade, one of the most influential. The Parade has so far attracted more than 150 countries and regions to participate, and last year more than 210 countries in 20 languages broadcast, of which nearly 80 countries live television, watch the live audience over 400 million people. In this year's parade, the local overseas Chinese donated a Shanghai World Expo is a major highlight of the float. Yao Ming had just finished surgery on his foot due to difficulties in the upper and lower truck was unable to attend parades and Jackie Chan took the car to become a leading figure, his presence sparked the crowd cheers.
Shanghai World Expo, more than 40 floats from the float stand out, and in the next day boarded the well-known U.S. media, "Los Angeles Times" front page, which Yao Ming and Jackie Chan are all very happy. Jackie Chan says that all efforts have been recognized.
Chan said: "Today, the efforts of all of us to become a front-page, how many teams the number of floats! And we are front page."
Yao said that the purpose of promotion achieved.
Yao Ming said: "We first float very attractive, while kids were very involved performances, attracting everyone's attention. We've been here so everyone's concern to us, and we should say that the goal has been reached."
January 2, the Shanghai World Expo will introduce will be held in Pasadena, a foot injury healed crutches leaning on Yao Ming arrived at the scene. The two ambassadors said that Expo's image promotion activities getting better, but there are a lot of work to do.
People's Network in Los Angeles January 2 (Xinhua tube g-Jiang) Shanghai World Expo Promotion-cum-exhibition in the United States January 2, held in Pasadena, California. Chinese Ambassador Zhou Wenzhong, Shanghai Mayor's representative, the Shanghai Municipal Committee, Publicity Minister Yang Zhenwu, the Chinese Consul General Zhang Yun in Los Angeles, the Expo ambassador Jackie Chan, Yao Ming, Chinese-American congressman, Zhao Mei-hsin, the Shanghai World Expo will be the head of what the United States Pavilion塞维拉里尔well-known U.S. music producer Quincy Jones, and the friendly people in Southern California, hundreds of Chinese and foreign participants.
Chinese Ambassador Zhou Wenzhong, Mr Tung said Chinese leaders attach great importance to the Shanghai World Expo will be called on to cite the strength of the country, with the world's wisdom, to make the new Shanghai World Expo will be successful, splendid and unforgettable World Expo. United States President Barack Obama's visit to China promised to continue to support the Shanghai World Expo, China-US cooperation in the Expo at the meeting will further promote the bilateral partnership facing the 21st century.
Representative of the Mayor of Shanghai, the Shanghai Municipal Committee, Publicity Minister Yang Zhenwu published a report entitled "World Expo will further promote international cultural exchanges," the keynote speech. He pointed out that the 2010 Shanghai World Expo would be a city of people around the world share development experience, bringing together the wisdom of human survival, sharing the grand gathering of the prospects for a better life, but also an important intersection of human culture. Shanghai people are currently building an international economic center, an international financial center, the International Trade Center and the efforts of an international shipping center. World Expo will not only leave a number of hardware such as exhibition and performing arts facilities, will be through the collision of Chinese and foreign cultural exchanges between China and Shanghai, enriched by the cultural connotations. Yang Zhenwu said that the Expo is to promote mutual understanding of different peoples and development of bridges, but also to promote a better understanding of the human civilization and the development of their own channels. Through the Shanghai World Expo will, to enhance cultural exchanges between China and the world in order to increase the understanding and communication between people of the world to make greater share.
Chinese Consul General Zhang Yun said in Los Angeles, the Shanghai World Expo World Expo to achieve the Chinese nation's dream of a century, it is also the common people of the world exposition, hope that the U.S. people in all walks of life to actively participate in the Shanghai World Expo.
Promotion to the invited guests on Shanghai's World Expo preparation of progress and highlights. In the promotion will be held prior to the opening ceremony of the Shanghai World Expo exhibition. Promotion After the meeting, Ambassador Jackie Chan and Yao Ming, the World Expo held a press conference that they will continue efforts to promote the World Expo and the Chinese culture. Chan said that in the foreign exchange aspects of the work done the more he felt shoulder more responsibility. Yao said that with the Shanghai World Expo-related activities progressed, however, think the world will have more people understand the World Expo to participate in the Expo.
LONDON correspondent Chen Xudong January 3 in Los Angeles reports: "World Expo Bureau to call, I'm sure!" Shanghai World Expo Ambassador Chan said that this year has been thoroughly prepared for the Shanghai World Expo, they can always adjust the time slots.
January 2 the evening local time (GMT January 3 at noon), Jackie Chan attending the seminar on "Shanghai World Expo Promotion Council" made the above remarks.
2010: Expo-based film, supplemented by
As a well-known movie star, Jackie Chan films to be released recently, one was in the United States January 15 screening of the Hollywood movie "neighbor agent", another is the lunar new year launch of the Lunar New Year film "Private Game" .
Jackie Chan's work is not busy indeed. But the World Expo waiting for the call, he immediately put down the film. Last year, December 29, Jackie Chan to promote new movie in Guangzhou. 30 night, arrived in Los Angeles to participate in the Expo parade. "No Expo, I will not come here," Jackie Chan to understand, as ambassador, and now she is more what to do.
Expo before the election but also songs, recorded songs, there are a lot of promotion activities. Jackie Chan promised, "If the World Expo will be necessary, at any time adjust the time slots, there is no relationship."
Promotion Expo: waving the three-hour package under the four programs
New Year's day, Jackie Chan on board Expo floats. Float away for three hours, Jackie Chan with a smile on the face waving to the audience a three-hour hand. Wave is more than the "torture" people, is to spend the car seat. Chan joked that "seats are too small, I have almost got written in, but fortunately, Yao did not get on the train."
Yesterday, the Shanghai World Expo promotion activities of five add to the fun shows, four of which are related with Jackie Chan. Jackie Chan's friend Zhou, Jackie Chan's disciple the new Seven Little Fortunes, Jackie Chan's new film "Private Game" actress Lin Peng, as well as Jackie Chan turns himself came to power, performances.
To promote the Expo, Jackie Chan, the performance of these days can be used to describe the words: dedication.
Image Ambassador: This year the Expo next year's Asian Games,
Ambassador Jackie Chan has become specialized households in recent years, first to become Beijing's Olympic Ambassador, it is now the Ambassador of the Shanghai World Expo, the next will be promoted with the Guangzhou Asian Games. "What major events have come," Jackie Chan's remarks aroused the scene a laugh.
In fact, the endorsement of the process also benefited from Jackie Chan. Jackie Chan said the endorsement for a successful World Expo, he was every day in the charge.
Chan said in the past making movies just to survive and did not think much else. "It's a few years, learn a lot and seen a lot of different things, in fact, I read every day. I finally understand what responsibility."
2009 ·SuperChan's Jackie Chan Blog by TNB
