China Daily uses its cartoons to communicate with foreigners living in China, aiming to portray a positive image of the country. These cartoons seek to contribute to Beijing’s soft power by promoting a benevolent China and criticizing Western powers. Established in 1981, China Daily has the largest circulation of any English-language newspaper in China, with 900,000 copies, including 600,000 abroad. It is owned by the propaganda department of the Central Committee of the Communist Party of China, which dictates the topics to cover. The content, available online as well as in print, targets diplomats, expatriates, tourists, and anyone interested in China worldwide.
According to political scientist Joseph S. Nye, the creator of the concept of soft power, China Daily’s cartoons promote a positive image of China globally. The cartoons often depict China in a positive light while portraying the United States and its allies in a negative manner. They highlight China’s focus on environmental protection, international trade, and ethical values. The cartoons portray a new global order where China is depicted as benevolent and constructive.
China Daily’s communication strategy is seen as part of China’s soft power approach, focusing on promoting a positive image of China and countering negative narratives from Western media. The cartoons also address issues such as international trade, environmental protection, and ethical values. Ultimately, the goal is to influence the perception of China internationally and among the Chinese diaspora.
