Anyone who follows Chinese state media coverage can see that Chinese propaganda is inconsistent. From the changing strategy on President Xi Jinping’s image to its stance on patriotic films, Chinese propaganda does not follow a consistent guideline. Chinese officials seemingly decide in an arbitrary and random fashion how the nation is presented, both to a domestic audience and to the outside world.
The Chinese government’s public communication appears aimed only at meeting short-term goals. But contradictions arise without a coherent strategy. There have been occasions when Chinese propaganda has adversely affected the country’s image, or triggered reactions that were opposite to what the regime intended. Without a clear, modern and consistent strategy, Chinese propaganda will only hurt the nation’s image.