Communicating Qin Culture Globally: Constructing International Discursive Power around the Terracotta Army

The Terracotta Army of the Mausoleum of the First Emperor of Qin has emerged as a powerful global symbol of Chinese civilization, leveraging international discursive power through strategic communication initiatives. The study reveals that the museum's overseas promotion efforts—including an expansive social media presence, innovative content creation, and diversified communication channels—have effectively positioned the Terracotta Army as a cultural bridge between China and the world. By analyzing operational strategies, resource advantages, and outcomes of these initiatives, researchers demonstrate how structured global engagement can amplify the cultural significance of heritage sites, offering a model for international cultural diplomacy.

Mu, Y. (2026). Communicating Qin Culture Globally: Constructing International Discursive Power around the Terracotta Army. Scientific Journal of Humanities and Social Sciences, 8(2), 27–38. https://doi.org/10.54691/294e2z36