Adding Asian color to public diplomacy
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Many in the West are surprised to see China practising gongong waijiao to portray itself as a responsible and honest power, but it is a conscious move by Beijing. That China wants to advance public diplomacy is evident from the establishment of a public diplomacy research center in the country in August 2010. Be it the Beijing 2008 Olympic Games, Shanghai 2010 World Expo, or the large number of Confucius Institutes it has set up in other countries, China is keen on establishing itself through not only its economic and strategic development, but also Chinese culture and values.
Public diplomacy cannot be successful without a domestic makeover. China realizes this more than India. Chinese Foreign Ministry has been holding regular open days and Lanting Forums on foreign affairs, the first of which was attended by more than 70 foreign diplomats, Chinese and foreign journalists, and experts and scholars. "Lanting" means blue hall in Chinese. The color of the sky and oceans is meant to symbolize China's inclusiveness, passion and vitality, and represents the philosophy of harmonious coexistence, openness and win-win progress.
In this respect, Premier Wen Jiabao's interaction with schoolchildren in New Delhi during his visit to India last year and his references to Rabindranath Tagore - India's celebrated poet and Nobel laureate who is regarded highly in China, too - evoked a positive response from all around. India's inclination to learn more about China is clear from the introduction of Chinese as a language at the high-school level.
The West, too, is becoming more receptive to Chinese culture and values. Before President Hu Jintao's visit to the United States earlier this year, a promotional video was shown at Times Square to change Americans' perception about the Chinese way of life. The Chinese leadership has also been issuing advertisements in leading Western newspapers to explain China's position on key issues.
While China's proactive public diplomacy has captured global attention and begun showing results, India's relatively low-profile efforts are yet to make a similar impression. India's culture and civilization are huge assets, which it should use to recharge its positive image in the international community. A proactive public diplomacy policy will have two results. First, it will highlight India's national and cultural virtues. Second, in conjunction with Chinese efforts, it will give the concept and application of public diplomacy a strong Asian orientation.
Given Asia's history and culture, this is a recognition that the continent, especially China and India richly deserve.
The author, based in Singapore, is a specialist on foreign policy and international relations.
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