In the West, “propaganda” immediately evokes images of manipulation, misinformation, and authoritarian control. In China, 宣传 (xuānchuán) has a much more complex and often neutral-to-positive identity, which is crucial for a learner to grasp. Historically and culturally, `宣传` is seen by the government as a legitimate and necessary tool for social management, education, and mobilization. It's used to guide public opinion, promote national unity, and inform citizens about policies or social values (like the “Core Socialist Values”). A public campaign to encourage recycling is a form of `宣传`, and it's viewed as a public good. This is a key difference: a Western government might call this a “public awareness campaign” or “PSA,” specifically to avoid the negative connotations of “propaganda.” In China, `宣传` is the natural and accepted term. When you compare `宣传` to the American concept of “Public Relations (PR)” or “marketing,” you see similarities in the commercial sphere. A company like Huawei will `宣传` its new phone just as Apple would “run a publicity campaign.” However, `宣传` retains a broader scope that encompasses political and social messaging in a way that “PR” does not. Understanding `宣传` is understanding that in China, the lines between informing, guiding, and persuading are often seen as part of the same continuous spectrum of public communication.
The connotation of `宣传` is highly dependent on context.