Media Image of the First Lady as an Element of “Soft Power” in the Chinese Public Diplomacy

Abstract

The rise of China on the world stage is accompanied by unprecedented challenges, including prejudice against the country and the lack of understanding of the global community. China needs to unite all its forces to implement its dream. With the rapid development of China, it is particularly necessary to convey its peaceful intentions to the international community by developing public diplomacy of the “first lady”. Theoretically, the research uses the definition of the public diplomacy and identifies the key characteristics of soft power, especially its use in China’s foreign policy. Although the first ladies rarely participate directly in the international negotiations, they can communicate openly with the public of other countries to discuss culture, tourism, public service and promote understanding. Chinese and foreign media have unanimously recognized the unique capabilities of the first lady and emphasized her dignified behaviour, impeccable taste, skills and achievements in music. This can make Peng Liyuan an important part of the “soft power”. The empirical part of the study is based on the analysis of the texts covering the activities of the first lady published by the leading foreign publishing houses and news agencies. Refs 10.