Guest Post: China’s Image Marketing: How Well Can Confucius Do?

By Tiger Zhang

Only 35 years ago, Confucius was widely condemned in China’s public rhetoric as a representative of the “corrupt segments of traditional culture” and a reactionary speaker of the hierarchical society that prevailed in China for at least 2 500 years. Not anymore. Today, he’s begun to serve singly as the “cultural diplomat” for China with such new titles as “the great mentor,” “representative of China’s traditional culture” and “advocate of a common faith and social order.” As part of China’s public diplomacy efforts, over 300 Confucius Institutes have been established in more than 80 countries so far. The number is expected to reach 500 by the end of next year and finally around 1 000 in all major cities around the world.

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Turning a missed opportunity into a negative (Updated)

Read U.S. Running Out of Time to Join Shanghai Expo by Glenn Kessler in the Washington Post. This story is a window in the Bush Administration’s view of public diplomacy and, unfortunately, the failure to aggressively prioritize and repair public diplomacy since January 20th.

Also read Adam Minter’s post at Shanghai Scrap about the debacle (h/t Jim Fallows):

Late yesterday afternoon Expo 2010 organizers announced that all national pavilion construction work must begin by June 30. Those who miss the deadline will not be allowed to build their own pavilions, and must instead seek space in a “standardized” pavilion or use a common pavilion. The statement didn’t single out any particular country, but the target of this ultimatum is unmistakably the United States which, along with Andorra and Columbia, is the only country with Chinese diplomatic relations that has not confirmed for the Expo – and perhaps the only nation to have missed multiple fundraising and construction deadlines (set by itself, no less). …

… the authorized US pavilion group has only raised $1.5 million of their $61 million budget. The poor fundraising record only hints at the recent disarray and disagreements that have plagued the inexperienced US effort.

And it’s not the only point of disagreement on fundraising that exists within the authorized group, either. Late last month, in two telephone calls for a story that I published in the Atlantic, co-chair Nick Winslow claimed that the “authorized” group had borrowed money from the Chinese government to pay for the pavilion design and site preparation work after it had run out of money (a story that Winslow has told to others). Then, today, in the same Washington Post story, the authorized group claims, instead, that a “Chinese construction company provided the funds for engineering work.” It’s worth noting that the Expo 2010 organizing committee is a branch of the Chinese government, and it maintains a list of “preferred” service providers, including a large number of state-owned construction firms. Presumably, a private firm isn’t going to extend credit to a US non-profit that’s shown itself incapable of raising money – unless somebody is guaranteeing the loan.

The internet and “public opinion” in China

No time to comment, but Jim Fallows posted a worthwhile (and timely) post on the internet and public opinion in China.

Outsiders who follow Chinese events have known for years about Roland Soong’s EastSouthWestNorth site*, which draws from Chinese-language and English-language sources for reports and analysis.

I’ve just seen this post, from a few days ago, which strikes me as something that people who don’t normally follow Chinese events should know about. It’s the text of a speech Soong prepared for last weekend’s annual Chinese Bloggers conference (but did not deliver, for family-emergency reasons). In it, he discusses the differences the Internet has, and has not, made in the Chinese government’s ability to control information and maintain power within China.

This is a subject easily misunderstood in the United States, where people tend to assume either that the cleansing power of the Internet will ultimately make government efforts at info-control pointless, or, on the contrary, that the bottling-up effectiveness of the Great Firewall will protect the government from the power of an informed citizenry.  (My own Atlantic article on the subject here.)
Soong elegantly illustrates why such categorical assumptions miss the complexity of what’s going on. The whole speech is worth reading . . .

Read the rest of Jim’s post here.

China Blogging for September 14, 2007

Some catch-up on China blogging included here to clear my China queue

China is upset, claiming foreign nations are causing “massive and shocking” damage by hacking into computers to “ferret out political, military and scientific secrets.” Some might say that turnaround is fair play. Another thought is someone might be showing off for DHS that it’s worthwhile to revisit a denied application?

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Chinese Tuesday

It’s Tuesday and time for news on China

Preeti Aroon writes at Foreign Policy about Chinese becoming the language of choice for Sudanese students. It’s one thing to provide English-language training, it’s another to provide a viable and immediate use for the acquired language. (See previous post on Chinese policy in Africa)

Sudan sells around 60 percent of its oil to China, and Chinese companies, products, and restaurants have made inroads into the African country. Sudanese university students who learn Chinese can get jobs as translators and work for Chinese oil and telecommunications companies. Recently, Khartoum University had a Chinese speech competition, and a Chinese professor there said, “… nearly 100% of students who graduate from the department get jobs with Chinese companies.” In a troubled country like Sudan, that prospect is a great motivator to learn the language.

More than a billion people speak Mandarin Chinese, and the Chinese government actively promotes the language as a way of extending its influence. The country has sent hundreds of teachers to Africa, and it has established “Confucius Institutes” around the globe to encourage speaking the language.

And the trend to learn Mandarin Chinese isn’t limited to Sudan. In Britain, the number of university students studying Chinese more than doubled from 2002 to 2005. Other Western countries have had similar increases.

From Howard French in the International Herald Tribune, China is displacing France in Chad.

Less than a decade ago, the French claim on this region was still so strong, and Africa’s importance to France’s view of its own place in the world correspondingly so, that the French were paranoid about expanding American influence on the continent…

Imagine my surprise then, arriving in Ndjamena late at night on a visit from China, when I turned on my television at the French-run Sofitel Hotel to find that the program blaring from Channel 1 was a starchy variety show in Chinese, courtesy of that country’s state broadcaster CCTV…

Fast forward to the present, and here in Chad what one finds is a U.S.-based oil multinational, Exxon, running the country’s biggest and most lucrative business, with Chinese companies investing heavily to match or surpass it…

From oil to telecommunications, all the big new investments seem to be Chinese. And to the extent there is any construction going on, as in so much of the continent today, it is Chinese companies landing the contracts…

FranceAfrique has lessons for China, too, however: no durable interests can be secured on African soil where institutions are neglected and profit and flattery are the only considerations.

Sam duPont at Foreign Policy writes about China’s silver-plated bullet. How deep is the economic shot in the arm provided by China? Not as deep as China promotes it to be.

But it seems naive to suggest, as the [Fitch] report’s authors do, that China’s involvement in sub-Saharan Africa will do much to “reduce poverty and promote development and the region’s global integration.” The success of Chinese oil firms at securing investment contracts in the region is largely attributable to the “no-strings-attached” loans they provide to the governments. Considering the weak, authoritarian nature of many of these states, it should come as no surprise that this money is rarely spent to benefit the African poor…

Some unsolicited advice to the purchasers of this Fitch report: Be wary of loaning money where mobs of angry young men are likely to arrive soon.

China and Peacekeeping

Stratfor published a useful chart depicting China’s increased participation in peacekeeping operations.
This is a semi-regular topic on this blog.  Back in 2003, the PLA Daily, the newspaper of the Chinese Army, stated the intent to increase participation in peacekeeping operations to raise China’s global profile.  In other words, peacekeeping would be a tool of both public diplomacy and traditional diplomacy.

In 2005, China was the 15th largest contributor of forces, moving earlier this year to 12th, which included increasing its contribution to 1,000 in Lebanon in 2006 for the declared purpose of raising its profile in the Middle East and in Europe.

Not surprisingly, China prefers to send its peacekeepers to Africa over other destinations.  This fits with Chinese stated public diplomacy strategy (and here for more specific example).  However, as was the case in Haiti, China doesn’t play exclusives and will go where it feels it can get a big bang for its disaster relief and humanitarian aid renminbi.

In addition to being seen, this has the added benefit of practicing for deployments away from their very-near abroad.

I’m sure we will see more Chinese peacekeepers.  The UN maintains about 20 operations at any one time with a new rotation starting every 6 months.

The Top 5 “peacekeepers for hire” have little in the way of international interests and get paid about $1100 per man per month (and require on top of that transport, equipment, and support).  These Top 5 collectively contribute nearly 50% of all UN forces, while the top 3 are 39% of the total.

If China ramps up its peacekeeping, will it have a ripple effect to these poor nations counting on the cash?  Will that create new opportunities for the Chinese to provide aid, in the variety of forms they provide “aid”?

Stay tuned.

Image credit: Stratfor

Nigerian Saying: “The chicken that is searching for food in the rain must be very hungry”

"The chicken that is searching for food in the rain must be very hungry" is a Nigerian proverb the Chinese hope won’t become their fortune. China is not yet hungry but it is looking to get in front of the rain that is sure to come in the form of a Western rush. The Chinese footprint in Nigeria is expanding quicker than most would think or admit. While oil and other natural resources are essential to Western economies, there is more to Nigeria and the region. There are other business opportunities the West in general, except for French Alcatel’s lucrative partnership with China, are missing out on.

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Africa in the QDR

The Quadrennial Defense Review (QDR) published by the DefenseDepartment is generally taken as a (not ‘the’) roadmap for future
strategy and force structuring of United States Armed Forces. As such,
it is a good read. Frequently, the more interesting read is what
various groups "hear" in the document and what they highlight. Looking
at the Voice of America (VOA), it is noteworthy they highlighted a
small theme in the report: Africa. Within the 92 page report, Africa
does not get too much attention.

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Lucent Talks Raise Issue of Security (Updated)

The way the Lucent (NYSE:LUnews) buyout by Alcatel (ALA) (NYSE: ALANews; Paris: CGEP.PANews) plays out will be telling. Without an Arab company involved, it will surely not raise to the level of "sophisticated" political discourse that we saw with the "Dubai Ports" deal. The reality is this deal should raise greater concerns (especially since the port deal was a red herring), which I doubt it will.

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US Military practicing effective public diplomacy in Africa

The distinction that the military does not conduct public diplomacy — it practices public affairs — is disappearing by the day. A four country tour by Admiral Harry Ulrich,commander of US naval forces in Southern Europe and Africa, was more military-led diplomacy. Will there be follow up w/ civilian resources? State Department teams of public and cultural diplomats?

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Practicing Effective Public Diplomacy in Africa (or elsewhere)

Let’s say you’re charged with finding the path to partnership with a few dozen African countries that have resources you want and need. How would you approach the them to establish a relationship to establish a partnership? This might be especially important if you are locking for priority treatment or even to lockout a competitor. A blocking strategy would really entail developing a deep partnership of trust, or coercion. If you want to go with the trust route, believing that it will cost less in the long run (i.e. soft power vs hard power) it would make sense to establish and build trust and understanding. Perhaps even a spirit of mutual assistance since. A little give, a little take. Making governments and people comfortable with your overtures would require a coherent policy, right? What might that policy look like?

Relationships begin with dialogs. The goal is to build trust. Trust cannot be manufactured, it has to be earned. On a personal level now, how did you come to trust your best friend? Was a bond of trust "created" or did it evolve over time? It probably built up over time through actions by both you and the other person after some initial, perhaps small, amount of trust was placed in the both of you by the other. We build trust, we do not "create" trust. We can build and maintain trust just as we can "fritter" it away, to quote Martin Rose of the British Council.

So, in this hypothetical let me add something. Let’s say you’ve had a presence in the region for a few decades. Nearly fifty years ago you initiated a program to assist, convert really, the peoples and governments to your way of thinking. This established contacts in the region. It didn’t go over the way you really wanted, but it didn’t end up in flames either. The reasons for that original approach are now in the pages of history and the contacts have been maintained and in the last few years, you reactivated them to get to a new level. So, with the knowledge that you have at least some amount of trust built up with these countries. What would you do next?

You might consider documenting a policy to share with Africa. This would describe how important sincerity, friendship and equality are to you. It would also put you on a moral high ground when contrasted with other global players. It would emphasize your belief in the mutual benefit of economic and social development and cooperation, especially focusing on reciprocity and common prosperity.  This would probably sound like a good, if not great, deal to the Africans, corrupt or not. There is something of a track record that leans toward the positive side, if not completely positive.

The idea of riches to be made in global economy might be appealing, or even just being heard when you suggest how you will help them strengthen their role in global institutions through coordination and support. Those are great words to use, in fact. Non-threatening, friendly, and reciprocal. All key in building trust and deepening ties.

This relationship you’re seeking to build upon and expand would cause each side to learn and develop. So you would suggest cultural, civic, and educational exchanges to deepen understanding and awareness of each other as you learn from each other and create a sustainable world. Well, you can hope for a sustainable world, which is what you want to try for, right? You do not want to pollute. You want a moral high ground, especially when considering the beautiful African continent. Perhaps you might suggest something to your friends on this? There is money to be made in eco-toursism, after all.

How about cooperation on resources, tourism (means $), debt reduction ($ — offering assistance with the global institutions), infrastructure (goods, people and tourists have to get around), agriculture ($ greater crop density and quality), education, media, consular affairs (helping in the international community, did I mention you’re a big country with pull?), disaster reduction, relief and humanitarian assistance, military training, police, courts, and more.

Sounds pretty fancy. Too much to lay out in a document, isn’t it? I mean, who would really go so far to do this? Africa does have all that oil, natural gas, and plenty of other fantastic resources, energy and otherwise.

Does it sound too fantastic if you have already been building prestige buildings on Africa? You’d offer the people the choice of a sports stadium or a government building. Most of the time they picked stadium, but once the bureaucrats got lucky and a government building was built. Africans might see the friendly side you’re trying to promote, right?

They might also see a friendly culture if you’re broadcasting the English language TV into Africa. That would be great, wouldn’t it? Let’s say you’re doing that already.

Does it sound like I’m trying to sell you a bridge or ocean front property (sorry, US-centric joke)? I’m not. The policy document I described exists and was published January 2006. China reportedly gets over a quarter of its oil from Africa, so it is not surprising it’s interested in building up and maintaining relations on the continent. In 2000, Beijing established the China-Africa Cooperation Forum (CACF) to promote trade and investment with 44 African countries. In 2003, Prime Minister Wen visited several oil-producing African states accompanied by Chinese oil executives, and President Hu toured Algeria, Egypt, and Gabon. China has been working closely with governments in the Gulf of Guinea, from Angola to Nigeria, as well as with the Central African Republic, Chad, Congo, Libya, Niger, and Sudan. (See Sep/Oct 2005 Foreign Affairs: China’s Global Hunt for Energy)

In mid-January 2006, China issued an African Policy Paper. The strategy China has laid out, besides being laid out open for all to see, should cause concern at State. This paper is divided into six parts:

    1. Africa’s Position and Role
    2. China’s Relations with Africa
    3. China’s African Policy
    4. Enhancing All-round Cooperation Between China and Africa
    5. Forum on China-Africa Cooperation And Its Follow-up Actions
    6. China’s Relations with African Regional Organizations

The document is easily available as html, making accessibility as universal as possible. The English is simple and straight forward, making it easy to read for those who first, or even second or third, language is not English. This document is public diplomacy at its finest. The Chinese are doing a bang-up job in the region. China’s connection with the public goes beyond building prestige buildings for the public. Offered the option of a sports stadium or government building, the public gets to chose, only once did a public group chose the government building. Television in the region is also becoming largely English language broadcast from China. In the culture war, the West, and the US specifically, is losing.

The most visible American presence in the area is a multinational military base on the Horn and corporate oil on the Gulf of Guinea. The rhetoric out of Washington is militaristic and focused on counter-insurgency (COIN) and counter-terrorism. Efforts at public diplomacy, economic and cultural connections are not heard when they are spoken at all. They are drowned out by louder actions and lousy follow through.

The African Policy Paper is quite impressive. It is a great piece of propaganda (in the pure sense) and a tremendous example of what public diplomacy can look like. Working from an equality in partnership, establishing two-way communication and understanding is done through exchanges and commitments to build trust through assistance in all sectors of the civil sector. Textbook.

With established relationships with nearly all the countries on the continent, including expanding cultural and economic ties, this policy could very easily be seen as likely steps the Chinese would fulfill. The Chinese are not perfect, despite the appearance of The Policy. Holes in both reality and the document will be discussed in a follow up post. As well as the importance of China in the 2006 Quadrennial Defense Review.

The international military on the Horn is an effective fighting force working with some USAID elements, but where is the full frontal effort on public, cultural, and diplomacy diplomacy to build deep relationships and trust? Building schools, roads, economies, and social structures is the best way to prevent terrorism and to assure a resource supply that will be steady and sure. The Chinese seem to know that. Does the United States want to sit back and see if the plan works? Countering such a plan is just like countering and preventing terrorism: a long and steady effort. Will it happen? We’ll have to see, unfortunately, I doubt Las Vegas bookies will give me good odds on it.

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African oil is an American security challenge

News brief from David Wood at Newhouse News Service. David writes about the Gulf of Guinea security problem, which is becoming appearing in the headlines more often these days.

The United States is becoming increasingly dependent on oil from a region beset by official corruption, tottering governments, violent criminal syndicates and religious and ethnic strife: West Africa….

"We can’t afford to have a ship there 365 days a year," said Rear Adm. D.C. Curtis of the U.S. 6th Fleet, which oversees naval responsibilities in Europe and Africa from its headquarters in Naples, Italy. "The days of getting an aircraft carrier off the coast are gone."

That leaves most security in the hands of local forces clearly not up to the job. U.S. officials said thieves each year steal at least $1 billion worth of oil from Nigeria’s coastal pipelines; perhaps twice that much is siphoned off by official government corruption.

In one recent case, two Nigerian admirals — since fired — arranged for the hijacking of the African Pride, a rust-streaked, Greek-registered coastal tanker laden with 11,000 tons of Nigerian crude worth some $4 million. The ship was seized by the Nigerian navy on suspicion that its cargo had been stolen. But the navy escorted the African Pride to sea, where its cargo was pumped to another tanker, which disappeared.

China’s Africa expansion

News briefs from UPI and People’s Daily Online. First, the raw story, later an analysis.

First, from UPI: China’s Africa expansion
 

Over
the last decade China and the continent of Africa have gradually been
building diplomatic and economic ties in the hopes of further advancing
globalization and enjoying mutually beneficial cooperation. But now
with a mounting global oil crisis and reforms underway at the United
Nations, China has emerged as a growing ally to most of the 57 African
territories, stepping up efforts to expand its ties to the continent,
host of the world’s least-developed countries.

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Chinese and the Horn of Africa

News from the Horn of Africa is diverse and found along many paths. To start, US troops in the Ogaden area rescued two abused and endangered cheetah cubs late last month (Nov 2005) while the Taipei Times is reporting the Chinese navy is "flexing its soft power" as part of an "assertive foreign policy…connecting Chinese seaports with the Middle East and the Horn of Africa. Its strategy: to build up sea power, measured in ships, bases and alliances. Energizing a populace accustomed to thinking of China as a land power is one crucial element of Beijing’s new maritime diplomacy." The sea-based public diplomacy is integral to Chinese expansion in the Middle East region as Iran seeks to seal a deal with China next month (Jan 2006):

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