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China's Militaristic Celebration Undermines Last Year's Friendly Face

Posted by Laura Fitch on September 14, 2009 04:59 PM

China’s upcoming 60th national day celebrations are an exercise in public perception.

Last year, the government focused on showing China’s best face to the world during the Olympics, with friendly volunteers assisting hapless tourists an increased press freedom (at least officially, if not in practice). Ads featuring smiling athletes and television commercials espousing world peace and harmony. This year, however, the message is a little different, as the Associated Press reported.

Upgraded intercontinental DF-31 nuclear missiles capable of striking Washington rolled on long-bed trucks along with advanced short-range DF-11 and DF-15 missiles, sea-skimming YJ-83 anti-ship missiles and DH-10 long-range cruise missiles — intended to strike targets in rival Taiwan and deter the U.S. Navy from coming to the island's defense. Not seen in the preview but expected to appear in a fly-over above Tiananmen Square are domestically produced J-10 jet fighters.

This year's clear message: we’re big, we’re bad, don’t mess with us. This shift in international and domestic posturing complicates China’s attempt to polish its national brand. Which image is the real China? Is it, or can it be, both? If branding is about truth, not deception, then how is China able to reconcile two diametrically opposed perceptions?

Which is it China—medals or missiles?

Comments

Jorge Martinez Mexico says:

Maybe we ought to begin by asking `What kind of image is China trying to build?`; What do Olympics and globally televised nuke parade have in common? China, it seems, wants to be perceived, and treated, as the new superpower and China has numbers.

December 18, 2009 02:17 AM #

home staging toronto United States says:

Well currently the Indian Army also seems to have been threatening the borders they share with neighbors in a diplomatic way....Chinea should be more alarm than happy I guess

January 9, 2010 05:50 AM #

Jorge Martinez United States says:

Well, pretty soon China is going to grasp the eyes of the world at Shanghai´s World Expo. Rumors run, and butterfly effect is mercyless, that the world´s third largest economy is about to implode from overcapacity.

January 10, 2010 07:10 PM #

louis vuitton People's Republic of China says:

2222 Well, pretty soon China is going to grasp the eyes of the world at Shanghai´s World Expo. Rumors run, and butterfly effect is mercyless, that the world´s third largest economy is about to implode from overcapacity.

April 13, 2010 12:26 AM #

Comments are closed

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