ABSTRACT
This chapter discusses the issue of China's image, which is seen as a major driving force behind the Chinese leadership's desire to intensify its engagement in public diplomacy. Looking at China on the global stage one can see a country of multiple identities, it is becoming more assertive, especially in East Asia, and it also displays thin-skinned sensitivities when confronted with international criticism. The chapter examines the relevant conceptual slogans related to China's foreign policy, namely Peaceful Rise, Peaceful Development, Harmonious World and the Chinese Dream to build a better understanding for the context of China's public diplomacy efforts and the whole Confucius Institute-project. To understand the slogans, it is necessary to describe the so called China Threat Theory, which in itself can be understood as a slogan carrying a narrative about China. White Paper from State Council Information Office outlines that the central goal of China's diplomacy is to create a peaceful and stable international environment for its development.
