The power struggle has become a war of narratives.
“The greatest victory is to turn your enemy into a friend; the greatest defeat is to turn your friends into enemies.” — Sun Tzu
The global power struggle between the United States and China has evolved far beyond traditional economic and trade conflicts. Today, this rivalry has transformed into a sophisticated propaganda war. It is shaped by historical trauma. It is waged in the shadows of digital platforms.
A New-Generation Weapon: The Century of Humiliation Reframed
This new wave of propaganda merges China’s historical narrative with modern technology. The narrative is referred to as the “Century of Humiliation.” This combination creates a potent ideological weapon.
To understand China’s mindset, one must revisit the First Opium War of 1839 and the colonial destruction that followed. Once commanding a third of the global economy, China was forcibly opened, humiliated, and partitioned by Western powers. The cession of Hong Kong to Britain etched a deep and lasting sense of shame into China’s national psyche. The coerced opening of ports to international trade and harsh war reparations also contributed to this. Additionally, the economic privileges granted to foreigners intensified this feeling.
The founding of the People’s Republic of China in 1949 was a transformative event. Under Mao Zedong, it changed this legacy of defeat into a narrative of rebirth. Today, China’s national identity is rooted in both historical mistrust of the West and a belief in its own resurgence. Xi Jinping’s vision of the “Chinese Dream” directly addresses that historical wound. It is a pledge to restore China to its rightful place on the global stage.
This narrative doesn’t just shape domestic politics; it also drives China’s external propaganda efforts.
The Evolution of Chinese Propaganda
China’s goal today is not to spread a particular ideology. Unlike the ideological export strategies of the Cold War, it aims to deepen the existing fractures in American society. The Chinese government imposes domestic internet censorship. Yet, it actively exploits Western social media platforms like Twitter, Facebook, and Instagram. This strategy aims to intensify polarization in the U.S.
It speaks to anti-Trump liberals using anti-imperialist rhetoric reminiscent of Mao. It also crafts persuasive messages for conservatives that echo Ronald Reagan’s nationalist themes.
The backbone of this strategy? Algorithms and artificial intelligence. Chinese officials use microtargeting capabilities to distribute propaganda efficiently and with precision. Platforms like TikTok are leveraged to create viral content that resonates particularly with young Americans.
The subtlety of China’s approach lies in bolstering the target audience’s existing fears and biases. It avoids delivering overt propaganda. This tactic is far more effective as a manipulation technique than traditional methods.
Propaganda’s New Elixir: Digitalization
China’s next-generation propaganda approach modernizes the classical doctrines of Edward Bernays and Joseph Goebbels for the digital age. Bernays’ manipulation of mass psychology is now weaponized through algorithm-driven social media. Goebbels’ principle of relentless repetition also exploits these platforms. This combination yields more expansive and effective outcomes.
When Bernays’ techniques focus on targeting collective fears and desires, they combine with Goebbels’ message bombardment. This fusion creates a digital propaganda machine. Its reach increases exponentially.
And this doctrine doesn’t stop at America. It is designed for long-term global deployment, with strategies that extend from Europe to Africa. Meanwhile, Trump uses digital manipulation and post-truth narratives domestically. This shows how effective this strategy can be. This is true even without Chinese involvement.
The New Face of Dominance
The most striking element of China’s propaganda strategy is its refusal to reject liberal democratic values outright. Instead, it highlights how inconsistently and hypocritically those values are applied by the West.
China exposes these contradictions. China attempts to build a new framework of legitimacy. In this framework, Western values are not dismissed. They are repurposed as evidence of Western decline. Media manipulation, liberal democracy failures, and interventionist foreign policies are all reframed. These are used to elevate the Chinese model in contrast.
In truth, both the U.S. and China deploy similar propaganda techniques. Trump’s alternate reality is built through social media. It mirrors the tightly controlled information ecosystem China presents to its own citizens and the world. Both actors are masters of “post-truth” politics, creating emotionally charged, simplified narratives. Trump’s “Make America Great Again” and Xi Jinping’s “Chinese Dream” are nostalgic promises of a golden era reborn.
In the unfolding U.S.-China AI cold war, propaganda is proving to be a critical weapon for both nations. Trump has wielded it effectively at home—and continues to do so. For the first time, China is running its propaganda engine beyond its borders. This effort is sustained and systemic. It is aimed directly at the U.S.
We began with Sun Tzu. Let us end with him too:
“The supreme art of war is to subdue the enemy without fighting.”