Beyond Propaganda: How Open Borders Redefine China’s Public Diplomacy

This study attempts to define the concept of externally driven public diplomacy (ED-PD) and provides an empirical analysis of its application, using China’s recently implemented series of visa-exemption policies as a case study. The study analyses China’s visa-exemption policies and the ED-PD process initiated by this series of policies and conducts word frequency analysis and frame analysis of YouTube videos related to “China travel”. NVivo is employed for its ability to process large volumes of unstructured text data, enabling precise coding and intuitive visualization. The results show that YouTubers’ positive attitudes towards China and the image repair frame used in their narratives are effective in enhancing China’s national image. This proves the potential of ED-PD in breaking stereotypes and enhancing soft power, and that ED-PD utilizes non-state actors such as tourists and influencers to shape the country’s image through spontaneous, independent content. It has a higher degree of authenticity and credibility than traditional government-led public diplomacy and resonates better with global audiences. Meanwhile, the study suggests that policymakers in each country should adopt policies to promote a friendly environment for third-party narratives according to the favorable conditions in their countries to further promote the development of ED-PD.