FRANCE–HONG KONG JOINT RESEARCH PROJECT
Transforming France–China Public Diplomacy and Reputation Management in the Digital Era
Policy shifts, communication strategies, and impact exploration
PubDiplo is a four-year collaborative research project led jointly by the DICEN laboratory in France and the School of Communication at Hong Kong Baptist University. It examines how France and China are transforming public diplomacy, cultural diplomacy and reputation management in a communication environment increasingly shaped by platforms, data and emerging technologies.
Grants: ANR-25-CE41-4061 · RGC-A-HKBU203/25
Research at a Glance
Research Focus
A comparative analysis of how France and China transform public and cultural diplomacy, national image-building and reputation management across digital platforms.
An integrated design combining qualitative inquiry with computational approaches, including large language model-assisted analysis and network analysis.
Method
Expected Contribution
Empirical and conceptual insights designed to advance international communication research and inform public policy and professional practice.
Latest News
- đź“ťPublication ： Book Chapter – From Public to Digital Diplomacy: Theoretical Insights and Historical Development Path
The PubDiplo project’s first research output, a chapter by Zhao Alexandre Huang, explores the evolution from public diplomacy to digital diplomacy. It highlights how digitalization alters communication frameworks, emphasizing the competition for narrative power among states, platforms, and publics. This transformation complicates traditional diplomatic models amid technological advancements. - PubDiplo Publishes Its First Public-Facing Article: How Panda Diplomacy Turns Cuteness into Digital Influence
The PubDiplo project is pleased to announce the publication of its first public-facing research article in The Conversation France. Entitled “Behind the Panda’s Cuteness: China’s Diplomacy… Read more: PubDiplo Publishes Its First Public-Facing Article: How Panda Diplomacy Turns Cuteness into Digital Influence - Cultural Reputation Strategies of French Institutions in China
The very first research findings produced within the PubDiplo project were presented on 5 June 2026 at the Annual Conference of the International Communication… Read more: Cultural Reputation Strategies of French Institutions in China
PUBDIPLO ON LINKEDIN
Follow our research as it develops
Project news, publications, seminar announcements and opportunities are also shared on PubDiplo’s professional LinkedIn page. This space can be refreshed whenever a new post deserves to be highlighted.
Project updates · Publications · Seminars · Opportunities
Jointly Funded By
The Agence Nationale de la Recherche in France and the Research Grants Council of Hong Kong
Partners
PubDiplo brings together leading communication scholars from research institutions in France and Hong Kong:
PubDiplo 