From Terracotta to TikTok: The Evolution of Chinese Soft Power
- Ananya Chaurasia
- Mar 17, 2024
- 6 min read
In the global theater where diplomatic dialogues and security studies take center stage, China’s prowess in cultural preservation emerges not just as a showcase of ancient wisdom but also as a strategic move. While an Orientalist perspective might consider the meticulous preservation as backward and primitive, the cultural treasure plays an important role in deciphering China’s security tactics. As the entire world today witnesses the rise of the Chinese Dragon, it realizes that the ever-ready Terracotta Army and the teachings of Sun Tzu are not just for aesthetics but give a glimpse into Chinese political thinking and geopolitical strategies. One thing about history is that it shall repeat again, and one who knows the history can predict the future.

In this blog post, I shall advocate for employing a post-colonial lens to analyze Chinese cultural preservation, offering insights into the nuanced power dynamics, historical imprints, and responses to colonial and neo-colonial legacies. Understanding the significance of culture in shaping national identity and international relations allows us to appreciate the complexities of how nations project influence, and negotiate power in a globalized world. This perspective reveals how Chinese endeavors to preserve culture serve as a means of asserting soft power and addressing the lingering impacts of colonial and neo-colonial dominance.
Firstly, what is “soft power”? Joseph Nye defines it as a nation’s ability to influence others through appeal and attraction rather than coercion and force (Nye 167, 1990). This approach to security fundamentally diverges from traditional security theory, thus falling under critical security theory (Krause and Williams, 2018). But why is culture important for security?? Firstly, it provides legitimacy to the national identity and boosts credibility and moral standing in the international forum. Two, it fosters alliances and cooperation through international partnerships and collaborations on diplomatic and security issues (Ilyas, Malik, and Ramay, 2020).
Exploring foreign public perception is essential after examining domestic public opinion. Cultural preservation strategically shapes this perception by enhancing public diplomacy and global appeal, influencing economic interactions through the demonstration of economic prosperity. Connecting to my blog's theme, fostering adaptability, innovation, and technology is crucial. How? Demonstrating openness to change and innovation builds a positive image, expanding possibilities for forging alliances. Utilizing information and communication technologies, including TikTok, Weibo, and WeChat, aids in propaganda, narrative shaping, and information dissemination. Integrating TikTok into a digital strategy broadens outreach, particularly to younger demographics, with its visually captivating content. Leveraging TikTok's interactive features facilitates global engagement, fostering dialogue, and transcending cultural barriers.

But why does China need to ‘preserve’ culture? And since when has it been ‘preserving’ it? If it is history, is it even relevant now? For this question, I strongly agree with Robert Cox’s understanding of history not just as events but as a way to understand the very processes behind the phenomena of the world (Schouten 3, 2010).
In ancient times, Chinese dynasties safeguarded their values and culture to maintain social order, reinforce hierarchical structures, and uphold Confucian values for stability, continuity, and social cohesion (Barfield, 1991). Transitioning from the Imperial Era to the Republican Era amid colonial invasions, China used cultural preservation to assert national identity and resist external influences. The Maoist Era (1949–1976) saw a move away from cultural preservation towards revolutionary transformation as Mao Zedong sought to align Chinese culture with communist principles. However, after the devastating aftermath of the Cultural Revolution, Deng Xiaoping's leadership prompted a reversal. Under his tenure, economic reforms and globalization revived cultural preservation, serving to enhance tourism, leverage soft power, and reinforce China's identity as a modern, rising power (Jacob, 2021).
But who is China protecting its cultural heritage from???
In International Relations, scholars categorize them as referent objects vs threat objects. Basically, an object one wants to protect vs factors or influences that might harm the object. In this case, the referent objects are China’s cultural heritage, society, and national identity, while the threat objects include domestic upsurges because of socio-political change (similar to Mao’s era), international conflicts (Indian claims to Buddhism), and external influences (globalization and rapid modernisation).
China employs a comprehensive strategy to safeguard its cultural heritage, deploying various tools and mechanisms for preservation and promotion. Government initiatives spearhead these efforts, supported by dedicated cultural policies and substantial funding for restoration and maintenance. Additionally, a robust regulatory framework enshrines legal protections for cultural assets. Education stands pivotal, with cultural knowledge integrated into the academic curriculum and support for scholarly pursuits through scholarships and research funding. Cultural institutions such as museums and archives preserve tradition by housing valuable artifacts and narratives. Community involvement is fostered through cultural festivals and grassroots engagement. Internationally, China collaborates with organizations like UNESCO to elevate World Heritage Sites and facilitate cross-cultural exchanges, ensuring the resilience of its cultural legacy (Brady, 2017).

Examining this strategic maneuver through a post-colonial lens, given the historical and political backdrop, sheds light on China's assimilation of governance structures and strategies from foreign rulers like the Mongols and Manchurians, alongside interactions with the Turkish and Persian empires (Shepherd, 2009). However, the tumultuous Century of Humiliation (1840-1949) was marked by military defeats, unequal treaties, and European invasions, during which Europeans perceived the Chinese as weak and submissive, justifying colonization. This perception stemmed from imperial unease, as the Oriental way of life challenged European colonial norms (Parashar 468, 2016). The Century of Humiliation culminated in a civil war between the Nationalists and Communists, with the latter emerging victorious and establishing the People’s Republic of China in 1949.
This era saw a shift in national identity, with increased emphasis on socialism and CCP rule. Mao Zedong’s Cultural Revolution aimed to revitalize socialist ideology and eliminate perceived elitist elements, disrupting traditional cultures and social structures. Schools and educational institutions were closed down, intellectuals were persecuted, and artifacts reflecting Chinese history were destroyed, revealing the violent nature of the Cultural Revolution. After Mao’s death, Deng Xiaoping led China in reforming policies to modernize and increase China’s economic development. Opening-up policies to attract foreign investments and technology were accompanied by conscious efforts to preserve and showcase cultural heritage.

Xi Jinping strategically employs culture as a potent political tool, elaborating on this policy. China values its status as the world's oldest civilization, seeing it as the foundation of its historical continuity, cultural richness, and global prestige. This narrative reinforces China's claim to leadership and underscores its enduring contributions to human civilization, bolstering national pride and diplomatic standing worldwide. The concept of the "Middle Kingdom" (中國- meaning central nation) forms the philosophy behind the Belt and Road Initiative, blending modern strategies with cultural heritage. Xi Jinping draws on Confucian values to strengthen the CCP’s legitimacy and control, continuing this tradition.
Against the backdrop of a rapidly changing world, China's cultural preservation strategies take on new significance, reflecting not only a reverence for the past but also a vision for the future. From the ancient wisdom enshrined in the Terracotta Army to the digital dynamism of platforms like TikTok, China's preservation efforts transcend temporal boundaries, shaping narratives and projecting influence on the world stage. Through the lens of post-colonial analysis, China's approach to cultural preservation reveals a nuanced response to historical legacies and contemporary power dynamics. Delving into the intricacies of its preservation initiatives reveals a blend of resilience, adaptation, and assertion, underscoring the evolving nature of Chinese identity and its place in the global order. With each stroke of calligraphy and each click of a camera, China writes its narrative of power, merging tradition with modernity in a captivating tale of geopolitical strategy.
Bibliography
Barfield, Thomas J. The Perilous Frontier: Nomadic Empires and China, 221 BC to AD 1757. Oxford: Blackwell Publishers, 1989.
Brady, Anne-Marie. 2017. “Magic Weapons: China’s political influence activities under Xi Jinping.” Paper presented at the Conference on the Corrosion of Democracy under China’s Global Influence, supported by the Taiwan Foundation for Democracy, and hosted in Arlington, Virginia, USA, September 16-17, 2017. 1-58.
Ilyas, Ayesha, Rahemeen Malik, and Shakeel Ahmed Ramay. “China Today: Cultural Soft Power and Cultural Diplomacy.” China’s Cultural Diplomacy. Sustainable Development Policy Institute, 2020. http://www.jstor.org/stable/resrep29117.5.
Jacob, Jabin T. “Triumph of the Party-state.” The Indian Express, July 6, 2021. https://indianexpress.com/article/explained/mao-zedong-chinese-communist-party-100-years-china-xi-jinping-7390672/
Krause, Keith and Michael Williams. “Security and “Security Studies”: Conceptual Evolution and Historical Transformation.” The Oxford Handbook of International Security (2018): 1-16. https://doi.org/10.1093/oxfordhb/9780198777854.013.2
Nye, Joseph S. “Soft Power.” Foreign Policy no. 80 (1990): 153-171. https://doi.org/10.2307/1148580
Parashar, Swati. “Feminism and Postcolonialism: The Twain Shall Meet.” Postcolonial Studies 19, no. 4 (2017): 463-477. https://doi.org/10.1080/13688790.2016.1317583
Shepherd, Laura J. “Gender, Violence and Global Politics: Contemporary Debates in Feminist Security Studies.” Political Studies Review 7 (2009): 208-219. https://doi.org/10.1111/j.1478-9299.2009.00180.x
Schouten, P. “Theory Talk #37: Robert Cox on World Orders, Historical Change, and the Purpose of Theory in International Relations.” Theory Talks (2010): 1-8. http://www.theory-talks.org/2010/03/theory-talk-37.html
Comentarios