China's President Hu Jintao recently warned that "international hostile forces are intensifying the strategic plot of Westernizing and dividing China," and added that "the international culture of the West is strong while we are weak."

The infusion of Chinese government funding into international universities has enabled significant expansions in language teaching, cultural programming, and China-related conferences and symposia, but it has also raised fears regarding academic freedom and independence of teaching and research.

Senior party members agreed at their annual meeting in October to boost the nation's cultural soft power, a move analysts said was partly to ensure the media galvanised patriotic sentiment ahead of a leadership transition in 2012.

The authoritarian Government prefers the docile, cuddly panda as the national insignia, and uses the iconic endangered species as highly successful soft power diplomatic gifts, with the most recent pair sent to Edinburgh Zoo.

The precise reason for penning the editorial now is still unclear, but it seems likely intended to address both concerns about a crisis of values in Chinese society, and the Chinese leader’s keen interest in developing the country’s soft power by creating internationally popular media.

Cultural diplomacy encompasses everything from training in modern dance to training in modern politics. At first glance, it seems a relatively non-threatening way to project identity and influence, but its impact can be profound. China’s President Hu Jintao recently warned that “international hostile forces are intensifying the strategic plot of Westernizing and dividing China,” and added that “the international culture of the West is strong while we are weak.”

APDS Blogger: Jerry Edling

The rule is part of a broad government effort to take firmer control of China's media landscape. While targeting low-brow trends, China shows its rising interest in developing its own soft power—in the arts, media and culture—to compete with the likes of Hollywood as the nation looks to take on a broader global role.