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China’s public diplomacy has experienced profound changes since the new leadership came to power. The outdated diplomatic principle of ‘hide our capacities and bide our time’ was gradually replaced by an emerging narrative about ‘China’s ideas’ and ‘China’s wisdom’. China’s economic and social development is reflected in its unique governance model. In theory, good governance is expected to enhance soft power overseas, but China’s growing influence is controversially mediated as sharp power. This study scrutinises if and how Beijing is promoting its political ideas as the key pillar of its soft power portfolio and how Australia mediated China’s intended narrative. A comparative framing analysis of China’s media and in-depth interviews with 18 Australian experts outlines Beijing’s ambitions and the dilemma of China’s soft power. This research sheds new light on the interplay between domestic governance and soft power by examining the congruity between China’s projection and Australia’s interpretation.

The ambitious new public diplomacy and dilemma: Australian images of China’s governance