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Summary: This article explores the effectiveness of photographs as instruments of public diplomacy through an analysis of China's visual storytelling during the Covid-19 outbreak. Beijing considered the pandemic an existential threat to its image and responded with a communications offensive that was designed to highlight the regime's success in containing the Coronavirus — both at home and abroad — and to safeguard the wider 'China story' of a 'peace-loving and responsible global leader'. By combining scholarship on public diplomacy and strategic narratives with the 'visual turn' literature in international relations, this article focuses on the non-verbal dimension of China's storytelling and explores the impact of photographs — distributed by the regime's news agency, Xinhua — on international public opinion. Through a survey experiment among 1,000 US adults, we demonstrate that such photographs had a positive effect on China's international image, but that this effect was moderated by levels of political knowledge among the target audience. [ABSTRACT FROM AUTHOR]

Biographical narratives generate a continuous sense of political community across the state’s past, present and future, and provide the state with ontological security. Building on growing International Relations scholarship that highlights the power of visuals in shaping global politics, our article proposes visual rhetorical analysis as a tool to interrogate how governments employ images to tell their biographical narratives. The rhetorical approach transcends the methodological divide in the current ‘visual turn’ literature between the cognitive psychological and poststructuralist perspectives. We illustrate the analytical value of the rhetorical approach through an empirical study of how the totalitarian regimes of China and North Korea communicate their biographical narratives – the ‘rightful great power’ narrative and the ‘family state’ narrative, respectively – through propaganda imagery of their leaders. To this end, we develop a close semiotic reading of selected photographs of Xi Jinping and Kim Jong-un in different narrative settings. [ABSTRACT FROM AUTHOR]