The Role of Soft Power in Shaping China’s Image: A Case Study of Chinese Series “Go Go Squid”

Abstract

This study aims to analyze the role of soft power in shaping China’s image through a case study of Chinese Series “Go Go Squid”. This qualitative study collected data from the conversations, situations, and narratives, employing Joseph Nye’s concept of soft power concept as the analytical framework. The findings reveal that the role of soft power in Shaping China’s Image across four primary dimensions: 1) Culture, there is a presentation of Chinese cultural identity, such as Chinese New Year celebrations, culinary culture, and the game of Chinese chess; 2) Tourism, there is a presentation of famous tourist attractions, including major cities, an ancient city with a rich history and culture, and cities with natural scenery; 3) Trends and Technology, there is a presentation of China’s advancements as a global leader in technology, particularly in the e-sports industry. It also portrays the widespread adoption of modern technologies as an integral part of daily life;
4) Values, which present the patriotism, determination, and sacrifice of the Chinese people. The use of soft power in various dimensions is embedded in foreign policy, promoting and driving influences behind the scenes. The findings indicate the progression of national development through the application of soft power, emphasizing the construction of an international image while maintaining cultural identity. Moreover, the study highlights China’s capacity to creatively employ entertainment media under the Chinese government’s policy on controlling entertainment media content.