The article discusses how social media memes portraying 'Chineseness' are reshaping perceptions of China in a positive light, potentially influencing soft power dynamics despite skepticism about long-term attitudinal change.
The article from the South China Morning Post examines the recent trend of social media influencers on platforms like TikTok and Instagram showcasing 'Chineseness' through various cultural expressions. This trend appears to offer a fresh perspective on Chinese culture and activities, framed in a way that resonates with a global audience, particularly in contrast to negative portrayals often seen in Western media. The popularity of these memes reflects a growing desire for cultural engagement amidst increasing political fatigue in the United States.
Experts, including Shaoyu Yuan from New York University, argue that this movement signifies a shift in how China is perceived worldwide, moving away from traditional political narratives toward more relatable expressions of cultural identity, such as lifestyle, entertainment, and food. Yuan notes that these portrayals are fostering a sense of familiarity with Chinese culture, allowing it to be perceived as more authentic and playful. This could be seen as a form of soft power, aimed at increasing China's appeal without direct political discussions.
However, despite this positive portrayal, there are concerns that such trends may not lead to a significant or enduring change in how China is viewed as a nation-state. While the memes and cultural representations can shape people's experiences and perceptions on a superficial level, observers caution against assuming that these trends will deeply influence political attitudes or lead to a broadening of understanding into the complexities of China's national identity. Thus, the scope of this soft power shift remains ambiguous and may require sustained efforts beyond viral online moments.
