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SEVERAL elements have failed to keep pace with the swift development of China since it opened up， and the national image， a component of the so-called “soft power，” is among them. At a panel discussion during the 2013 sessions of the Chinese People’s Political Consultative Conference （CPPCC）， Zhou Mingwei， a member of the CPPCC national committee and president of China International Publishing Group， discussed the Chinese image abroad. He highlighted how Chinese citizens and corporations abroad are the leading models from which the Chinese image is formed， pointing out that if the Chinese people are perceived unfavorably then the country’s diplomacy will suffer.
National Image Lags behind Economic Development
It has long been a popular assumption that the media plays the leading role in shaping a nation’s image globally， but Zhou thinks otherwise. “The media cannot do this mission alone，” he said， explaining that most foreign citizens now learn about the country through Chinese imports and visitors.
At a time when as much as 70 percent of small commodities worldwide are manufactured in China， the product quality， reputation and credibility of their producers all influence how foreign people think of China， Zhou said.
Last year Chinese people made 80 million trips abroad， outpacing the number of in-bound travelers， and the outflow of China’s foreign direct investment totaled US $77.2 billion. “The world now knows about China more through its travelers and businesses than the media， and their significance cannot be underestimated，” Zhou stated.
Corporate Responsibilities
Zhou believes that both media and corporations have major responsibilities in terms of improving the national image. He advised certain newspapers to run columns that rebut and rebuke immoral deeds by Chinese people abroad. This will encourage others to avoid the same mistakes and create an open environment.
Zhou also urged Chinese businesses operating in foreign markets to perform their social responsibilities honestly and conscientiously， such as by engag- ing in charitable activities， and to discpline their Chinese employees. He added that relevant authorities need to specify rigid requirements in this regard for these companies.
Individual Image Decides National Image
There has been much discussion of public diplo-macy in recent years， which， Zhou reminded the audience， depends on the behavior of individual citizens. He cited an incident reported in the African media of how personal image could easily soil the national image.
National Image Lags behind Economic Development
It has long been a popular assumption that the media plays the leading role in shaping a nation’s image globally， but Zhou thinks otherwise. “The media cannot do this mission alone，” he said， explaining that most foreign citizens now learn about the country through Chinese imports and visitors.
At a time when as much as 70 percent of small commodities worldwide are manufactured in China， the product quality， reputation and credibility of their producers all influence how foreign people think of China， Zhou said.
Last year Chinese people made 80 million trips abroad， outpacing the number of in-bound travelers， and the outflow of China’s foreign direct investment totaled US $77.2 billion. “The world now knows about China more through its travelers and businesses than the media， and their significance cannot be underestimated，” Zhou stated.
Corporate Responsibilities
Zhou believes that both media and corporations have major responsibilities in terms of improving the national image. He advised certain newspapers to run columns that rebut and rebuke immoral deeds by Chinese people abroad. This will encourage others to avoid the same mistakes and create an open environment.
Zhou also urged Chinese businesses operating in foreign markets to perform their social responsibilities honestly and conscientiously， such as by engag- ing in charitable activities， and to discpline their Chinese employees. He added that relevant authorities need to specify rigid requirements in this regard for these companies.
Individual Image Decides National Image
There has been much discussion of public diplo-macy in recent years， which， Zhou reminded the audience， depends on the behavior of individual citizens. He cited an incident reported in the African media of how personal image could easily soil the national image.