China’s International Communication Centers as Vehicles of Soft Power on Social Media

Seeking to expand its outward soft power strategy, China has rapidly grown its International Communication Centers (ICCs), media institutions whose work is carried out by local and regional departments to enhance international familiarity with local regions and the collective shaping of China’s national image. While previous studies recognize the unique role ICCs play in exerting soft power to both domestic and international audiences, there has been limited attention on the methods in which they do so, particularly online. This paper addresses this gap by examining how ICCs have adopted Western social media platform X/Twitter and use digital modes of communication to reach external audiences. A 1-month content analysis of three overtly active provincial-level ICCs enabled a comparative examination of their communicative characteristics and behaviors. Findings reveal that the state continues to operationalize Chinese soft power while continuously reinventing the methods through which it attracts and persuades audiences.