The Evolution of the Concept of "Xuanchuan" in Global Information Exchange

Propaganda was, and still is, a pejorative word to most Western ears. However, the reaction of a Chinese individual to the term “xuanchuan,” the Chinese equivalent of “propaganda,” is often more neutral. What underlines this difference in perception? Is it indicative of widespread indoctrination among Chinese people, or does it reflect a divergent understanding of the concept in the Chinese context compared to its Western interpretation? In this paper, I will address these questions by dissecting the nuances and historical evolution of the concept of “xuanchuan.”

First, through a linguistic analysis, this paper will demonstrate that although “xuanchuan” was introduced by Western Christian missionaries as the Chinese counterpart of “propaganda,” it actually reflects a long-term transcultural interaction dating back to the third century. The translation of “propaganda” into “xuanchuan” should be seen not merely as a Western-led initiative but as part of wider globalization dynamics. Second, the paper will analyze how, with the advancements in communication and transportation at the turn of the twentieth century, the concept of xuanchuan underwent a significant transformation. It moved beyond its initial religious connotations, evolving into a concept associated with the manipulation of information to influence people’s thoughts and actions. Despite this modern reinterpretation, “xuanchuan” has retained its traditional meanings within its linguistic and cultural framework. This enduring influence distinguishes “xuanchuan” from the Western notion of propaganda.

In exploring the Chinese concept of “xuanchuan,” this paper contributes to a broader understanding of how global information dissemination and the development of information technologies have shaped long-standing ideas, beliefs, and practices.