Affiliation:
1. Faculty of Philology, University of Banja Luka
Abstract
This paper analyses the impact of Chinese public diplomacy and soft power
(cultural soft power) on the public perception in Bosnia and Herzegovina. We
have tested the three specific images China aims to project in
Bosnia-Herzegovina: China as an ancient civilization, a leader of the
developing countries and a responsible partner in the international
community. We will see whether cultural soft power, applied by means of
Confucius Institutes, academic exchange programs and think tanks, has an
impact on the public perception in Bosnia and Herzegovina. The first part
tackles the theoretical framework of public diplomacy, soft power and
cultural diplomacy. The second part delineates the institutional, diplomatic
and regulative framework of soft power and introduces the stakeholders, i.e.
academic exchange and Confucius Institutes. The final part analyzes the
survey and interviews and presents the results as to how these various
public diplomacy tools are shaping the perception of China in
Bosnia-Herzegovina. The paper concludes by arguing that Chinese public
diplomacy produces soft power in Bosnia-Herzegovina, which is in turn
positively perceived.
Publisher
National Library of Serbia
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