Enhancing China’s National Image Through Culture Festivals: A Case Study of China Culture Years in Europe

Since the mid-2000s, the PRC has increasingly focused on pursuing cultural diplomacy abroad to improve its national image and enhance cultural soft power. Although China’s cultural “Charm Offensive” has not gone unnoticed, a variety of specific activities have not been subject to research so far. This paper, therefore, attempts to fill this research gap by analyzing Chinese state-level cultural diplomacy through a comparative case study of three China Culture Year events held in France (2004), Italy (2010), and Germany (2012). These findings are subsequently compared to the China Culture Year in Australia (2012), thereby allowing the identification of spatial variations. I argue that the Chinese government applies a general approach of organizing the events abroad by making use of local institutions. At the same time, through the strategic selection of events, the festivals portray distinct national images that transmit particular narratives of self-presentation to the European audience and take into account country-specific preferences

Power distance and verbal index in Kazakh business discourse

Kazakh business discourse is a relatively new area for research, and hence many of the cultural preferences are yet to be explored. This paper focuses on measuring Hofstede’s power distance index for Kazakh culture. A novel technique is proposed, where verbal index is calculated from analysis of publically available texts delivered by representatives of different cultures. In particular, we analyzed public speeches delivered by leaders ofNew Zealand,UK,Germany,Australia,USA,Greece,China,India, andKazakhstan. From these texts we derived a verbal index, which closely correlated to Hofstede’s power distance data. As a result, we were able to obtain a power distance index of 58 forKazakhstan, which was previously unavailable in literature. Furthermore, this method can be used as a cheaper alternative to conducting surveys in estimating Hofstede’s power distance indexes for different cultures