According to numerous Chinese state-run media outlets the hiring of the new propaganda czar Xu Lin is to showcase China as a progressive force for good in the world.

AP:

China’s increasingly image-conscious government has appointed a trusted member of the ruling Communist Party to head up its international propaganda operation.

Former top internet regulator Xu Lin will be in charge of efforts to portray China as a progressive force for good in the world at a time when it’s facing criticism over its allegedly unfair trading practices, human rights abuses and militarization of island claims in the South China Sea.

Xu’s appointment to the position of head of the Cabinet-level State Council Information Office was announced by state media outlets on Tuesday.

China has become increasingly worried due to Donald Trump’s challenging of them. According to reports from within the Chinese government, Xi Jinping has begun being questioned by many within even his own party.

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