This book introduces researchers, students and the general public to an intriguing phenomenon at the intersection of diverse fields: national branding. In particular, it uses representative cases particularly to show how China responded to major challenges, not only in the distant past, but also especially in our hectic age of national image construction. By pursuing an interdisciplinary, socio-historical approach, the book sheds new light on the role of cultural symbols in national image building. As such, readers will learn how China has exploited its "black-and-white" tradition - calligraphy and painting - in the construction of a national image.

Auteur
Dr Xiangfei Meng is Professor affiliated with the School of Marxism, Shanghai International Studies University, P. R. China. He completed his doctorate in International Relations at Shanghai International Studies University in 2014. His primary research area is international relations, particularly politics and its international communication. Having published over 20 research articles and received 10 research grants, Dr. Meng is a rising star researcher in the realm of international politics and intercultural communication.

Contenu
INTRODUCTIONCHAPTER 1 AN OVERVIEW OF THEORIES OF NATIONAL IMAGE1.1 THE FUNDAMENTAL CONNOTATION OF NATIONAL IMAGE1.1.1 Introducing National Image1.1.2 The Connotations of National Image1.2 THE FUNCTIONS AND EFFECTS OF NATIONAL IMAGE1.2.1 National Image is an Important Part of National Soft Power1.2.2 A Positive National Image Can Boost International Discourse PowerCHAPTER 2 PERCEPTUAL BARRIERS TO CHINA'S NATIONAL IMAGE AND THEIR CAUSES2.1 HISTORICAL SHIFTS IN CHINA'S NATIONAL IMAGE2.1.1 The Stage of Admiration: Prosperous, Diligent, Valiant2.1.2 The Stage of Degradation: Closed, Backward, Ugly2.1.3 The Degradation-Rapport Stage: Red, Frenzied, Miraculous2.2 THE PERCEPTUAL BARRIERS TO THE NATIONAL IMAGE OF CONTEMPORARY CHINA2.2.1 The National Image of Contemporary China in a Negative Light2.2.2 The National Image of Contemporary China in a Positive Light2.2.3 Trend of Contemporary China's National Image2.3 A CAUSAL ANALYSIS OF THE PERCEPTUAL DISCREPANCY IN CHINA'S NATIONAL IMAGE2.3.1 The Political Factor: the Western-Centrism Position2.3.2 The Cultural Factors: Cultural Differences and Symbol Barriers2.3.3 The Media Factors: Hegemonic Discourse & Loss of VoiceCHAPTER 3 NATIONAL IMAGE FROM A CONSTRUCTIVIST PERSPECTIVE3.1 INSIGHTS INTO CONSTRUCTING NATIONAL IMAGE FROM CONSTRUCTIVISM3.1.1 Shared Ideas (Knowledge)3.1.2 State Identity (Interests)3.1.3 Holism (Structures)3.2 A CONSTRUCTIVIST INTERPRETATION OF NATIONAL IMAGE3.2.1 Model of Construction: Communication Shared Ideas National Image3.2.2 Intersubjectivity: Self-built Image & Others-built Image with Mass Media as Intermediary3.2.3 The Age of Simulacrum: Information Game and Symbol ContestCHAPTER 4 THE APPLICATION OF CULTURAL SYMBOLS AND THE MISUNDERSTANDING OF CULTURAL SYMBOLS1334.1 GENERAL ANALYSIS OF SYMBOLS4.1.1 Implications and Functions of Symbols4.1.2 Symbols and the Communication of National Image4.2 APPLICATION OF CULTURAL SYMBOLS IN THE CONSTRUCTION OF NATIONAL IMAGE4.2.1 Connotations and Definitions of Cultural Symbols4.2.2 Hollywood Movies and the National Image of the United States4.2.3 Japanese Animation Industry and the National Image of Japan4.2.4 Korean Wave and the National Image of South Korea4.3 INTERCULTURAL COMMUNICATION AND MISUNDERSTANDINGS OF CHINESE CULTURAL SYMBOLS4.3.1 Misunderstanding of China's National Image Caused by Improper Cultural Symbols4.3.2 The Inevitable Lack of The Common Field of Experience4.3.3 Case analysisCHAPTER 5 THE INTERNATIONAL COMMUNICATION OF CULTURAL SYMBOLS IN THE CONSTRUCTION OF CHINA'S NATIONAL IMAGE5.1 THE VALUE ORIENTATIONS OF CULTURAL SYMBOLS IN THE CONSTRUCTION OF CHINA'S NATIONAL IMAGE5.1.1 Construct the National Image underlining Peaceful Development5.1.2 Construct the National Image Highlighting Independence and Seeking Common Ground while Shelving Differences5.1.3 Construct the Image of a Major and Responsible Country5.2 THE PRINCIPLES OF SELECTING CULTURAL SYMBOLS TO CONSTRUCT CHINA'S NATIONAL IMAGE5.2.1 The Principle of Reflecting National Characteristics5.2.2 The Principle of Universality5.2.3 The Principle of Synergizing Past, Presence and Future5.2.4 The Principle of Being Consistent with the Positioning of Core National Image5.3 THE COMMUNICATION STRATEGIES FOR CULTURAL SYMBOLS IN THE CONSTRUCTION OF CHINA'S NATIONAL IMAGE5.3.1 The Communicative Functions of Chinese Cultural Symbols5.3.2 The Communication Strategies for Chinese Cultural SymbolsCHAPTER 6 CHINA'S BLACK AND WHITE ART: AN IMPORTANT CULTURAL SYMBOL OF CHINA'S PEACEFUL DEVELOPMENT6.1 CHINA'S BLACK AND WHITE ART & TRADITIONAL CULTURE6.1.1 The Black and White in Traditional Chinese Culture6.1.2 Reflect the Philosophical Connotations of Harmony and Constant Mean in Chinese Culture6.1.3 Demonstrate the Chinese Savor, the Chinese Way and the Chinese Beauty6.2 THE SYMBOLIC SIGNIFICANCE OF BLACK-AND-WHITE ART IN CHINA'S INTERNATIONAL COMMUNICATION6.2.1 Raise the Awareness of Cultural Identification & Reinforce Cultural Identity6.2.2 Project the Aspiration to Seek Harmony without Uniformity & Communicate the Image of a Harmonious China6.2.3 Downplay Ideological Overtones & Reduce Cultural Barriers to Communication6.3 THE INTERNATIONAL COMMUNICATION STRATEGY FOR CHINESE BLACK-AND-WHITE ART FROM A CONSTRUCTIVIST PERSPECTIVE6.3.1 Communicate Black-and-White Harmony & Construct Shared Knowledge6.3.2 Carry out Cultural Diplomacy & Promote Black-and-White Art6.3.3 Develop Cultural Industry & Export Cultural ProductsREFERENCES