China's leader's call for improvements in the way it tells the world about itself is a call for the Communist party to "sugarcoat" what is happening in China and a bid to convince skeptics it is striving for the happiness of all people in China, according to a leading China watcher.
Margaret Lewis, a professor and China specialist at Seton Hall law school in New Jersey, said China's ruling class had long explored how to "get its message out to international audiences" - notably through state news media, she said Wednesday in The Guardian.
She said China had a different view of human rights than other countries - one that prioritized the right to development over independent human rights.
"This is not a call for greater openness, transparency and accessibility," she said. "Nothing I've heard makes this sound like it's encouraging freedom. It's that: international media should listen more intently to how we, the party state, believe we are helping the people and you should report more 'objectively' on our successes, Lewis told The Guardian.
Xi Jinping's directives to Communist party politicians late Tuesday are also an attempt to shed China's growing isolation in the world community and tension with international news media - largely as a result of international concerns over human rights abuses.
Suggesting continued concern over Beijing's negative image, Xi said it was crucial that China develop a stronger "international voice" which matches its national strength and world status to present a "true, three-dimensional and comprehensive China" to the world, according to state run Xinhua News Agency.
Xi wants to show the world the country is "credible, lovable and respectable." Xi called for a team of professionals, who will be asked to adopt "precise communication methods" for different regions.
Since he took power in 2012, China has been making inroads in terms of diplomatic relations with countries such as Pakistan and Russia. However, it continues to have problems strengthening diplomatic relations with other countries - particularly with the U.S. and its allies.
Experts said China currently has a big image problem, particularly in Western nations. According to a recently conducted poll by Pew Research, many of those living in Europe, East Asia and North America had a negative view of China.
The apparent shift in attitude toward foreign news media is in contrast to what has been happening in China over the past years. China's relationship with foreign media has not been amicable and it has been criticized for some recent actions.
Last year, the country expelled several U.S. journalists after relations between the two nations deteriorated. Local news outlets have also been known to completely disregard foreign reports, accusing them of being biased and unfair. China also banned BBC World News from being broadcast domestically following its coverage of alleged human rights violations in Xinjiang.
