‘Telling China’s Story Well’ as propaganda campaign slogan: International, domestic and the pandemic

The article critically examines ‘Telling China’s Story Well’ (TCSW), a popular propaganda campaign slogan proposed by Chinese President Xi Jinping in 2013. Drawing on theories about storytelling and propaganda and using the COVID-19 as a contextualised example, the paper discusses how the slogan was adapted into ‘Telling China’s Anti-pandemic Story Well’ to mobilise domestic and external propaganda of the Chinese Communist Party (CCP) during the pandemic. We argue that TCSW should be understood as a well-crafted political watchword which promotes and commands strategic narratives of doing propaganda. It has the rhetorical power to integrate and reinvigorate domestic and external propaganda, and to facilitate their convergence. Adapting this slogan to mobilise propaganda campaigns of national or global importance and interest demonstrates the CCP’s ambition to harness strategic storytelling to improve the coherence, effectiveness and reputation of its propaganda at home and abroad.