China is aware that its persecution of human rights activists (see the detention Liu Xiaobo) and the widespread corruption among Communist leaders have generated “bad” publicity. However, as its economy grows, so does its ambition to be a world power and for this reason it wants to be seen favourably abroad.

Wu Fan, editor of US-based magazine China Affairs, said that China prefers cultural and arts exchanges, especially at school and university levels, because it certainly cannot promote itself by highlighting its corruption, lack of democracy, and poor human and economic rights record. For this reason, the Chinese government has set up 600 Confucius Institutes, with exchange programmes and language courses, and more.

A recent survey for the British Broadcasting Corporation World Service, among more than 28,000 people in 27 countries, shows that as China’s economy grew so did its negative image over a similar survey conducted in 2005.

Across all countries polled, an average of 50 per cent expressed a positive view of China's economic power, whilst 33 per cent were negative. However, negative views of China's growing economic power rose—and are now in the majority—in the US, France, Canada, Germany and Italy.

Negative views are also the result of growing economic frictions among these nations at a time of low economic growth, with each trying to protect its domestic industry against the invasion of Chinese products.

In Africa, views are more favourable, especially in Nigeria (82 per cent) and Kenya (77 per cent). In fact, for analysts, Africans are more likely to see China as a great source of development aid. However, even here, people are increasingly aware that China’s involvement in the continent is limited to buying energy and raw materials, and paying them with infrastructures built by Chinese companies.

Chinese firms open mines and exploit African workers as much as they do Chinese workers. They also flood local markets with Chinese-made goods, stifling the nascent local manufacturing sector.

The same trend is visible in many other developing nations where Chinese economic growth is seen as positive overall.

Negative attitudes are confirmed by a question about trading practices. Those saying China is unfair were above 50 per cent in Japan, South Korea, Germany and Italy. In the US, the figure was 45 per cent, compared with 24 per cent saying that it was fair.

As part of its charm offensive, Beijing has organised special courses for Communist Party leaders on how to project an image of efficiency, courtesy and fairness with foreign media.

Experts note however that actions speak louder than words. They point to the fact that, in February and March, police arrested foreign journalists covering street protests in Beijing and Shanghai.

It also goes without saying that the charm campaign applies abroad, not at home.

Hu Ping, editor of the US-based online magazine Beijing Spring, told Radio Free Asia that China was hoping to increase censorship, especially on the Internet, and extend its control over public opinion, eliminating all forms of dissent.