The Politics of Affect in Confucius Institutes: Re-orienting Foreigners towards the PRC

Schmidt Heather ()
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Schmidt Heather: Sociology Department, University of Alberta, 5-21 HM Tory Building, Edmonton, Alberta, T6G 2H4, Canada

New Global Studies, 2014, vol. 8, issue 3, 353-375

Abstract: This article examines the use of material objects and interactive technologies in Confucius Institutes (CIs) as a means of affectively engaging foreign audiences. By asking for an emotional investment in Chinese culture on the part of foreigners, CIs work to re-orient audiences outside China towards the People’s Republic of China (PRC) in positive ways. In particular, I examine a museum-like exhibit space in CI headquarters titled the China Exploratorium. While the exhibit ostensibly is meant to provide a brief overview of China, its culture and history, the space is less about cognitive learning and more about experiential learning. The Exploratorium invites bodily engagement with interactive displays as a means of getting foreign visitors to “feel” Chinese culture. This article explores three techniques used in the exhibit whereby affect is potentially produced (interactive displays, insertion of the self into the exhibit, and touristic devices). These techniques aim to make Chinese culture fun, entertaining and enjoyable, and the PRC a happy (and thus benign) place by association.

Keywords: Confucius Institutes; re-orientality; material culture; affect (search for similar items in EconPapers)
Date: 2014
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DOI: 10.1515/ngs-2014-0039

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