Evaluating China's Soft Power Discourse: Assumptions, Strategies, and Objectives

China claims that it's rise is different from other great powers: a benign and responsible power striving for just order and peaceful development. This paper raises question that why has China resorted to soft power mechanisms? What are the strategies that it employs to project soft image? And finally, how is soft power helpful in portraying China as a power distinct from the status quo powers? While utilising qualitative content analysis, this study focuses upon the origins of soft power conception, characteristics of Chinese soft power discourse and strategies that it has adopted to attain its objectives. Under the leadership of Xi Jinping, has paid a profound attention to soft power as a means to realise the 'China Dream'. China's efforts to enhance regional and trans-regional connectivity, infrastructure investment and formula for poverty alleviation have contributed to brilliance of China.