Beijing’s cultural diplomacy efforts in Pakistan: Building soft image through internet sources

Abstract

This study investigated the role of internet sources in depicting China's cultural soft image in Pakistan. Using mixed-method approach, it examined six Chinese culturally-oriented web sources and employed the conceptualization of Hartig (2016). Chinese cultural diplomacy in Pakistan was found engaging a wide range of actors, allowing for local actors to play active role, using modern media, and promoting cultural content interactively. The results suggest positive contribution of China Xinhua Urdu, Youlin Magazine, China Radio International Urdu and Pakistan China Institute internet sources. The Culture & Arts page of Chinese Embassy in Pakistan and Nihao-Salam websites were found dormant. The results found females, older and more educated individuals to be more likely to perceive positively-oriented experiences about Chinese culture than their counterparts. The study highlights that more enriched means and improved content on the internet sources should be brought to attract more male, younger, ordinary, and less educated internet users.