Rethinking Chinese Propaganda: changes in approach and practice in the 21st century

An observation of contrast between the flourishing practice of propaganda or mass persuasion, and how they are referred to as various things except “propaganda” has intrigued a question: “How should propaganda be perceived in the 21st century?” Drawing upon several theories from different disciplines, I present in this thesis propaganda logics theory, a three-tier analytical framework dedicated to approach propaganda as discourse. Guided by propaganda logics framework and assisted by critical discourse analysis as the main methodology, three cases of Chinese propaganda of the 21st century are chosen for analysis, in order to seek answers to the research question. Case 1 investigates the very core of Chinese propaganda, representing the repackaging facet: the campaigns to promote the party’s three National Congresses in the 21st century and to propagate their messages. This case represents the repackaging facet of Chinese propaganda, demonstrating how the most ideologically intensified therefore unappealing content was marketed in a new “wineskin”. Case 2 represents the transplanting facet, This case draws attention upon a unique feature of Chinse propaganda in the 21st century: adopting or transplanting Western communication theories, terminologies, styles and formats, and adapting or integrating them into the Chinese propaganda system, so that they can be utilised to suit the CCP’s interest. The propaganda logics framework will be applied upon one particular press conference, at which this public announcement of China redefining public diplomacy was staged. This case will show how Chinese propaganda is focusing on gaining more “discourse power” at the international stage. Case 3 examines how the top propaganda media builds up the propaganda discourse on social media, regarding the MH370 missing Malaysian plane, so that the general public’s reaction to it can be both monitored and “guided”, to suit the Chinese Communist Party’s best interest. This case represents the transforming facet. The conclusion of this research will summarise the application of the Propaganda logics theory.