The modern mandarins are under the impression that they can package and launch an attack of soft power; 'shock and awe' rendered as 'cool and wow'. Nye cites the 2008 Olympic summer games, and the Shanghai expo, but as much as even the central planners want to convince themselves as to how effective the Expo was in promoting brand China, it was much more of a domestic affair. The Chinese attendees learned far more about urban living in the many national pavilions than foreign nationals learned about Chinese methods of crowd control or mascot selection. And yet in spite of spending more money on the 2008 summer games than any other nation has spent, the number of foreign tourists went down during in August, 2008 because of Beijing's desire to predeport all potential troublemakers, even those who had purchased tickets. Nye argues that any gains from hosting the games were undone by the subsequent crackdowns in Tibet and Xinjiang. Events in those regions might have been juxtaposed in the media at the time, but the situations in these two regions had been longstanding black marks on China's international reputation. Internally what deflated even the proudest of jingoists was the melamine milk contamination and the subsequent revelations that the health warnings and the prosecution of the perpetrators were delayed until after the end of the games. So there was a lot of buck with very little bang and hardly an echo. Other publicity fiascoes can be mentioned, but the pattern is apparent and shows little sign of improvement.
Soft power comes in many forms, the least effective of which is when a nation tries so blatantly to promote its agenda, using soft power. Today the most effective modes are the forms that a national government has the least control over such as in the fields of athletics and entertainment. By contrast, Voice of America was once an effective tool of statecraft in many parts of the globe when it was the only form of information that countered state propaganda. Not only has the internet decreased its influence, so too have, to a much greater degree, pirated DVDs of feature Hollywood films, AV porn, and HBO blockbusters. Postings with Chinese subtitles done by volunteers within 24 hours of domestic broadcast can be watched by millions of viewers. HBO's Boardwalk Empire is but one example.
It's possible to cite contrary examples to this premise such as the Apollo program (NASA is one of the most visited websites in the world, ranked 778 according to google statistics.) and the Marshall Plan and certainly those who were effected directly by such efforts will never forget them. In spite of those government directed activities, I think it is fair to say that Kobe Bryant and Lady Gaga are far better for US soft power than Neil Armstrong, or George Marshall ever were. Walt Disney has undoubtedly done more to promote the USA as a force of goodness than any State Department program.
Another example of the Chinese soft power push is through the spread of Confucius Institutes. Their effectiveness is difficult as yet to measure and they are not without their share of controversy. India has refused to allow them. But for every little gain brought about by the Confucius Institutes' good will and ample cashflow, the heavy handed control from Beijing undoes it. A far more effective means of spreading its soft power is Hanban's placement of subsidized Chinese language teachers in diffuse institutes of secondary education.This is still a rather new program with equally difficult to measure results, but that is why, in part, it is called soft power. According to the law of unintended consequences, I can equally foresee it as a vehicle for promulgating the soft power messages of other nations as a result of the many Chinese language teachers who reenter their homeland and reacclimate to their classrooms with firsthand experiences abroad.
|Plush toys at the vanguard of soft power offensives|
Chinese soft power launches an awkward fashion moment on the diplomatic front!
Getting back to the premise of this posting, I feel that the best way to understand why the soft power push by China fails miserably is to consider the source of their methods, Chinese schools. The role of a teacher in a Mainland Chinese classroom is to enter the students' space, stand at the front of the classroom on an elevated platform, and to speak at the students, who do their best to remain attentive and to be passive vessels of knowledge. The students are expected to study all the information in preparation for regularly scheduled tests. The teachers are explicit as to what information will appear on their tests. Contradictions, inconsistencies, and even the purpose for having to study the material are dutifully ignored by the students who hope to succeed in this system. Chinese educators teach to the test for in China that is the only purpose of teaching. Some voices have questioned this method and yet theirs is the exception that defines the rules. Teachers who fail at getting their students to pass their tests are regarded as failures, themselves, which is why many are not above teaching their students how to cheat on their tests. If enough teachers can turn the process into a profit by selling cheating hardware, then are they to be blamed or the system's emphasis on results over procedures? The money to pay for such devices certainly did not come from the students' working part-time jobs.
The CPC fashions itself as the teachers in this campaign and consequently wants the rest of the globe to behave like good students according to their definition by accepting Chinese culture as strictly defined by the authorities in Beijing. The official curriculum, the setting, and what gets ignored are determined from above. This is a one-way approach with only one acceptable answer to any topic. Continuing this analogy, one can easily enough comprehend its shortcomings. The whole system survives and perpetuates itself only because the colleges entrance exam, gaokao, has such an important role in determining one's success in Chinese society. And if the students don't recognize this fact, the parents anxiously normalize the next generation to the system. But the rest of the world's students and sinophiles are not bound by fear of failing on a test; they do not feel compelled to remain silent in the classroom; nor have they certainly any hesitation to criticize the prescribed curriculum's shortcomings. Progressively as more about China becomes better understood outside China, the students will demand to know even more. Will the teachers lose these students or adjust their pedagogy? As Nye sums up his piece:
The development of soft power need not be a zero sum game. All countries can gain from finding attraction in one anothers’ cultures.The most positive conclusion that can be drawn from this development is that in the end, the soft power assaults and counterstrikes will benefit all parties, from the front line troops to the civilian populations. For the longer that China engages in its efforts, the more the CPC will be forced to recognize the counterproductivity of its present strategies. It will become more evident to even the most intransigent residents of Zhongnanhai that more can be gained by undoing bad acts than by overspending political capital on soft power with Chinese characteristics. Simply freeing a few well known political prisoners will generate more good will than hosting yet another international sports event. Multiple battles to restore the environment will conquer more than constructing another maglev line. As unthinkable as this idea seems today given the extreme nature of Han Chinese conservatism, geo-political expediency will inevitably prevail. On another front, as more thought is invested in how to effectively teach the Chinese language to foreigners, the improved approaches can have crossover benefits within China's school system. In the past neither the Chinese people nor the rest of the world gained in the slightest whenever the leaders of China closed off the country in both directions. Soft power, on the other hand, breaks down barriers and facilitates communication. It is mutually beneficial for all combatants. And as long as China has the drive and resources for this kind of combat, I cannot complain about the increased fallout of peace, love, and understanding.