Chinese propaganda nowadays is focused on producing soft-sell messages international consumption instead of hard-core propaganda of agitation. emphasis on "image design" as Jiang Zemin coined it, rather than on propagation of Communist ideals. This shift from the past is brought government's new publicity strategy masterminded by Deng Xiaoping. strategy Chinese media have been enlisted in the ideological construction national images. Image construction for the nation-state has become the Chinese government and its news media in terms of international communication. This shift is symbolic of the rapid changes taking place in China. I draw Andrew Wernick's notion of "promotional culture" (1991) to describe changes, and in particular, their impact on government publicity, domestic reporting, and international journalism in China. I argue that a form of "promotional culture" has made a positive impact on government publicity as much on international journalism in China. The shift of focus in propaganda more of a government initiative than a spontaneous pursuit of international journalism in China. The latter still practices government scripts rather creative in form and diversified in content as is domestic reporting. This examines government publicity materials and news media reports concerning Beijing's Olympic campaign to reveal this extension of promotional government publicity and its implications for Chinese journalism
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