A China Seminar entitled, "China's Newest Global Branding Strategy -- A Rhetorical Analysis of Xi Jinping's Zhonguomeng Discourse" will be held June 16th at 4pm at The University of Nottingham Jubilee Campus. Dr. Wehnshan Jia is the guest speaker, and a 30-minute question and answer session will follow the seminar.
Dr. Jia's abstract is below:
"A rhetorical analysis of Xi Jinping’s zhongguomeng in light of the neoclassical theory of rhetoric, new rhetoric of Kenneth Burke and Earnest Bormann’s theory of symbolic convergence reveals a distinct three-tiered theory of the three-stepped Confucian enrichment/ transformation of the world by Xi Jinping by means of transcultural persuasion consisting of universal myth-based inspirations and identification-based unity, an alternative to both Mao’s three worlds theory of communist revolution and the American theory of global liberal democracy. Xi has integrated three visions into his zhongguomeng discourse. These visions are the various national dreams such as Chinese dream for renewal, the regional dreams such as the Asia-Pacific Dream for a common destiny, mutual security and co-prosperity, and the world dream for democracy in international relations, peace, and harmony. They are not found to be sparring or warring as Bormann’s theory suggests. Instead, they are both distinct and spiraling, interrelated and interlocking. While Xi’s national dream with China has gone through the phases of consciousness creation, raising (through global and domestic campaigns), and sustaining (with the implementation of "the four comprehensives", for example), it appears to have entered into the phases of strategic atrophy and disappearance as the vision is being implemented. While other national dreams with other countries acknowledged or proposed by Xi have finished the phase of consciousness creation and is entering into the phase of consciousness raising, Xi’s Asia-Pacific Dream vision has gone through the first three stages within only half a year span, much shorter than his Chinese dream vision. Most importantly, given the fact that China-led AIIB (which, I think is a major instrument to implement his Asia-Pacific dream of a shared destiny) has attracted approximately sixty countries from both Asia-Pacific and all other parts of the world as founding members, it has huge global implications and it presages the contours of his world dream, ushering the world dream into the consciousness raising stage. However, the phase of consciousness raising will probably last longer than expected as Xi’s big-power relations proposal for mutual respect for core national interest, mutual respect, equality and peace is still being negotiated over back and forth in meaning between big global powers such as the US and China. In conclusion, Xi’s grand vision of zhongguomeng are at varying phases of development."
Dr. Jia is a Professor of Communication at Chapman University in Orange County, CA, and the Chair of Global Studies at Renmin University of China. His research explores intercultural communication, communication theory, Chinese communication and media, and the US-China relationship. He is the author of over 10 academic books, and the recipient of several major research awards.
This seminar is free and open to the public, and tea and biscuits are offered upon arrival. For more information, please visit the University of Nottingham website.
Dr. Jia's abstract is below:
"A rhetorical analysis of Xi Jinping’s zhongguomeng in light of the neoclassical theory of rhetoric, new rhetoric of Kenneth Burke and Earnest Bormann’s theory of symbolic convergence reveals a distinct three-tiered theory of the three-stepped Confucian enrichment/ transformation of the world by Xi Jinping by means of transcultural persuasion consisting of universal myth-based inspirations and identification-based unity, an alternative to both Mao’s three worlds theory of communist revolution and the American theory of global liberal democracy. Xi has integrated three visions into his zhongguomeng discourse. These visions are the various national dreams such as Chinese dream for renewal, the regional dreams such as the Asia-Pacific Dream for a common destiny, mutual security and co-prosperity, and the world dream for democracy in international relations, peace, and harmony. They are not found to be sparring or warring as Bormann’s theory suggests. Instead, they are both distinct and spiraling, interrelated and interlocking. While Xi’s national dream with China has gone through the phases of consciousness creation, raising (through global and domestic campaigns), and sustaining (with the implementation of "the four comprehensives", for example), it appears to have entered into the phases of strategic atrophy and disappearance as the vision is being implemented. While other national dreams with other countries acknowledged or proposed by Xi have finished the phase of consciousness creation and is entering into the phase of consciousness raising, Xi’s Asia-Pacific Dream vision has gone through the first three stages within only half a year span, much shorter than his Chinese dream vision. Most importantly, given the fact that China-led AIIB (which, I think is a major instrument to implement his Asia-Pacific dream of a shared destiny) has attracted approximately sixty countries from both Asia-Pacific and all other parts of the world as founding members, it has huge global implications and it presages the contours of his world dream, ushering the world dream into the consciousness raising stage. However, the phase of consciousness raising will probably last longer than expected as Xi’s big-power relations proposal for mutual respect for core national interest, mutual respect, equality and peace is still being negotiated over back and forth in meaning between big global powers such as the US and China. In conclusion, Xi’s grand vision of zhongguomeng are at varying phases of development."
Dr. Jia is a Professor of Communication at Chapman University in Orange County, CA, and the Chair of Global Studies at Renmin University of China. His research explores intercultural communication, communication theory, Chinese communication and media, and the US-China relationship. He is the author of over 10 academic books, and the recipient of several major research awards.
This seminar is free and open to the public, and tea and biscuits are offered upon arrival. For more information, please visit the University of Nottingham website.