시진핑 시기 중국 공공외교의 기조 변화와 성과의 한계 = Shifts in China's Public Diplomacy under Xi Jinpingand the Limitations of Its Effectiveness

다국어 초록 (Multilingual Abstract)

This study investigates the reasons behind the limited effectiveness of China's public diplomacy, despite the country's continued emphasis on its importance and quantitative expansion. Since elevating public diplomacy to a national-level diplomatic strategy in 2009, China has allocated more than KRW 2 trillion to related activities. However, in the aftermath of the COVID-19 pandemic, China’s favorability in the international community has not recovered, and in some cases, public diplomacy efforts have even intensified negative perceptions of the country. Why, then, has China's proactive public diplomacy yielded such limited outcomes in enhancing its national image abroad? Case analyses of Confucius Institutes and Luban Workshops reveal two major limitations of China’s public diplomacy: the selective provision of China-related content and a unilateral operational approach that fails to reflect local needs. These limitations stem from shifts in foreign policy orientation under Xi Jinping’s leadership. Xi has emphasized embedding China’s own narrative in diplomatic efforts, changing the goal of public diplomacy from gaining international favor to delivering China’s voice to the world. In this context, content that contrasts with Western values has been prioritized, highlighting China's uniqueness and achievements. Additionally, government control over public diplomacy has intensified, as Xi has reinforced the Communist Party's leadership across all policy areas, including foreign affairs. Consequently, the central government has come to dominate the planning and execution of public diplomacy, limiting the autonomy of implementing actors and leading to standardized practices that are poorly adapted to local contexts and demands.