The main obstacles to EU public diplomacy in China

Introduction. The article is devoted to the key obstacles that complicate the implementation of public diplomacy programmes of the European Union in China. The relevance of this study is due to the existing efforts of Brussels to significantly strengthen its political influence not only in the countries neighbouring the EU but also in the Asia-Pacific region. Methods . The methodological basis of the research is social constructivism (the concept of “Normative Power Europe”), which pays great attention to norms in international relations. The empirical basis of the study involves official EU documents, expert reports and publications of Russian and foreign scholars. Analysis. The article examines the main actors and areas of public diplomacy of the European Union in China. The impact of restrictive measures by the Chinese government on EU public diplomacy as well as the EU foreign policy strategy towards China are analyzed. Results . In China, the EU’s public diplomacy faces a set of different challenges: administrative barriers from the Chinese government; ambivalence of the EU’s foreign policy towards China; the shortcomings of the existing EU public diplomacy system (lack of financial and human resources as well as a “mediocre” assessment of the effectiveness of public diplomacy programmes). According to the authors, the commitment of the EU political elites to certain values and norms that constitute “Normative Power Europe” creates serious challenges for the implementation of the EU’s public diplomacy in China. Authors’ contribution. K.A. Morari identified key actors and areas of public diplomacy of the European Union in China. In addition, A.N. Marchukov highlighted the main obstacles that hinder Brussels’ attempts to “win the hearts and minds” of the Chinese public.