China's public diplomacy: evolution, challenges, and the Greek case

Abstract

The construction of a positive international image is profoundly correlated with advancing one’s national interests abroad. Influencing foreign audiences and creating multisided links with countries of interest, is the main objective of public diplomacy. In the highly interconnected XXI century, countries have increasingly invested in that practice, assisted by major technological advancements. China is not an exception. The current paper will examine in which ways the latter conducts public diplomacy and through which actors. The study will also try to showcase the evolution and challenges that took place in this domain. Afterward, the case study of Greece will be considered, presenting the Chinese actors engaging in the country, the practices they use, and how the bilateral relationship has been affected. The essay will conclude with estimating the total effectiveness of the practices, possible challenges that exist, and several insights for future reference.