The new great leap forward A two-case analysis of modern China's efforts in external communication strategies

With the gradual rise of China's power in the international community, the concept and practice of foreign diplomacy has been reevaluated by the Chinese government. In the last decade of twentieth century, with broader implementation of "Reform and Open up" policy nationwide, the Chinese economy has rise into a new level. When looking back to what has been done in terms of international diplomacy over the last ten years, it becomes obvious that the Chinese external communication took on a new approach, reflecting a more mature and proactive strategy than ever before. Given this transformation shift on a national scale, it is only fitting to contribute this graduation thesis on the exploration of this topic. The purpose of the thesis is to examine how the Chinese government undertakes its international communication in the Western society, with specific focus on two government campaigns. Hopefully, the thesis can provide a framework of understanding on the new trend of the approach taken by the Chinese government in its communication with the Western societies.;The thesis comprises six chapters. The first chapter is aimed to provide an overview of the Chinese government's external communication strategy in the past decade, with emphasis on explaining the global climate and the needs for China to develop a proactive approach in the international arena. The second and third chapters will examine two specific campaigns that the government did to engage with the Western public as these two cases symbolized the greatest improvement in China's external communication in recent years. The fourth chapter is an analysis on media reactions to these two campaigns. By highlighting the report and insights from both American and Chinese sides, published reactions and opinions across the Pacific will be discussed and scrutinized. The fifth chapter supplies more feedbacks regarding the two campaigns through the summarization of the results from a focus group, which encouraged the participants to talk about their opinions about the two commercials from a targeted audience's perspective. The final chapter serves as a conclusion of the thesis by summarizing the responses to the two campaigns from all channels as well as emphasizing some of the recommendations for the Chinese government to further improve the nation's international image.