As China and the United States compete for global influence, a surprising trend is emerging: Beijing’s subtle promotion of its authoritarian model is winning over audiences, particularly in developing countries. China’s “soft sell” of autocracy contrasts sharply with America’s more overt efforts to promote democracy, and it appears that China’s method is resonating. Here’s how China is promoting its system abroad, why its efforts are effective, and what America can do to reclaim its influence.
China’s approach
China’s influence campaign is notably understated. Chinese officials deny that Beijing is pushing other countries to adopt its political system. Instead, China showcases its achievements—economic growth, poverty reduction, and modernization of infrastructure—as evidence that its authoritarian approach works. This “soft sell” strategy avoids direct criticism of other systems, presenting Chinese governance as an attractive alternative without forcefully promoting it.
By emphasizing efficiency, economic growth, and stability, China’s approach presents its one-party system as a more effective model for governance, particularly in regions facing economic challenges. Chinese propaganda often includes visuals of high-speed trains, massive infrastructure projects, and urban transformation to highlight the system’s success in raising millions out of poverty.
The message of prosperity
China’s foreign messaging highlights its “prosperity gospel,” crediting the Communist Party for lifting hundreds of millions out of poverty. This portrayal positions China as a role model, particularly for countries in the Global South that see economic growth as their top priority. Official Chinese media downplays the restrictive elements of the system and instead focuses on China’s ability to deliver prosperity and economic stability—values that resonate with many leaders and citizens in developing nations.
CCP messaging presents Chinese leaders as dedicated, competent, and meritocratic, emphasizing that the ruling elite is carefully selected to meet the needs of the people. The Chinese government contrasts this approach with Western democracies, which it claims are inefficient and plagued by internal divisions, while portraying China as a “whole process democracy,” a system that allegedly represents the entire populace rather than political factions.
Strategic communication through media and partnerships
China’s influence campaign spans traditional media, social media, and diplomatic efforts, with outlets like CGTN (China Global Television Network) playing a key role. Chinese news sources, such as the wire service Xinhua, provide content to local news outlets in Africa, Latin America, and Southeast Asia, where China has invested heavily to expand its media reach. By sharing its content for free, Xinhua has gained influence over how stories about China are framed, especially in regions where local media cannot afford comprehensive foreign coverage.
This media strategy extends to partnerships with foreign governments and political parties. China offers workshops and training programs to international elites and political leaders on governance, public management, and media control. For example, the Mwalimu Julius Nyerere Leadership School in Tanzania, which trains politicians from several African nations, teaches the principles of CCP-style governance, building relationships with influential leaders who may later advocate for policies that align with Chinese interests.
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Research on China’s influence
Research confirms that China’s soft-sell strategy is reshaping global perceptions, particularly in developing countries. A 2024 study in the American Journal of Political Science showed that after viewing content from CGTN, survey participants in countries like Colombia, Kenya, Mexico, Nigeria, and South Africa were more likely to view China’s system as efficient, growth-oriented, and even democratic. The survey found that support for the Chinese political model grew significantly after exposure to Chinese-produced media, with 54% of participants preferring China’s model to the U.S. model after viewing CGTN content.
These findings highlight a shift in developing nations, where many see the United States as a long-standing power with a complicated history of interventionism, while China appears as a “new player” offering an alternative. This perception benefits China, which markets itself as an unencumbered, growth-oriented alternative to the “old guard” of Western powers.
Challenges for the U.S.
America’s efforts to counter China’s soft-sell campaign have been inconsistent and often lack relevance for target audiences. The U.S. frequently relies on broad appeals to democracy, liberty, and the American way of life—an approach that resonates less with audiences in developing nations focused on economic growth and stability. U.S. messaging tends to be fragmented and less targeted, which, according to recent studies, makes it less effective in shifting opinions compared to China’s cohesive messaging strategy.
U.S. policymakers face the added challenge of addressing the negative perception of American democracy amid domestic political divisions. As seen in recent surveys, many global viewers of both U.S. and Chinese messaging were ultimately more inclined toward China’s model, largely due to the coherence and economic focus of Beijing’s narrative.
Recommendations for America
To successfully counter China’s influence, the United States must shift its approach and embrace a strategy tailored to today’s global audience:
- Refocus messaging on economic and democratic benefits: Washington should frame democracy not only as a pathway to freedom but also as a system that fosters economic innovation and growth. Highlighting American successes in technology, healthcare, and education can resonate with developing nations aiming for similar advancements.
- Expand public diplomacy programs: Increased funding for State Department initiatives and independent press initiatives can provide a broader, more accurate representation of American society. Supporting U.S.-based media outlets with international bureaus or foreign reporting on key issues would allow for a more nuanced and engaging depiction of American life and values.
- Showcase American economic resilience and innovation: As China emphasizes its infrastructure and poverty reduction, the United States can spotlight its culture of innovation and entrepreneurship. By focusing on specific areas where democratic systems have promoted sustainable growth and technological advances, U.S. messaging can better resonate with foreign audiences.
- Build partnerships with local media: Supporting local journalism in developing countries can help to counterbalance China’s messaging. Instead of competing directly with state-backed Chinese media, the U.S. could provide resources to strengthen independent journalism, which would help local outlets offer balanced reporting on both Chinese and American policies.
- Deepen educational and leadership exchanges: Expanding educational scholarships, exchange programs, and leadership training for students and professionals from developing countries would help cultivate strong international partnerships. These exchanges could build enduring relationships and present American values in a more personal, positive light.
Conclusion
China’s subtle promotion of its authoritarian system has proven effective, particularly in regions that prioritize economic growth over political ideology. While China’s soft-sell strategy contrasts with the United States’ more explicit promotion of democracy, it is gaining traction in key areas around the world. To remain influential, the United States must reimagine its approach to soft power, creating a vision that speaks directly to the aspirations of developing nations. By showcasing the benefits of democracy beyond ideology and focusing on tangible economic and social achievements, America can offer a compelling alternative to China’s model and foster enduring relationships that support freedom and prosperity.
