The most valuable thing Taiwan will get from the recently passed Economic Cooperation Framework Agreement will be the ability to move more freely on the international stage and to strike free-trade agreements.
To echo the view of the Economist, Taiwan will not unify with China simply to take advantage of a few tariff breaks, nor will there be a permanent peace across the Taiwan Strait, especially as China has failed to reduce the number of missiles it aims at Taiwan.
Achieving trade agreements with Southeast Asian nations and beyond is crucial to President Ma Ying-jeou’s (馬英九) re-election campaign. Therefore, if China pressures them not to sign, Ma’s electoral hopes will be dealt a serious blow. However, such an outcome is not in Beijing’s interest. China is comfortable with Ma and feels that it can trust him. Its worst nightmare is the return to power of the Democratic Progressive Party.
Between now and the 2012 presidential election, Taiwan has a window of opportunity to promote itself on the international stage and to better economically connect with other countries. This will strengthen Taiwan’s own identity and sovereignty.
However, in order to make the most of this, Taiwan must seriously improve the promotion of its international image.
Expensive government advertisements placed in upscale US magazines have a limited effect when it comes to creating a clear image of Taiwan. Unfortunately, mentioning Taiwan to many in the US elicits the response that the shopping in Bangkok (Thailand) is fantastic.
The challenge is here and now. The Taiwan lobby in the US Congress was weakened under former president Chen Shui-bian (陳水扁). Now that China is successfully copying many of the lobby’s techniques, the growth in influence of the pro-China business lobby only adds to the urgency of the matter.
While China aggressively expands the number of its Confucius Institutes, of which there are already 316 operating in 94 countries, serving as instruments of soft power through promoting the study of Chinese language and culture, I have yet to see or hear of any of the promised “Taiwan Academies” being established.
As China prepares to shape world opinion with its expanded information campaign, Taiwan ought to follow the example of Japan or Germany. Japan’s NHK World is an English-language TV program that is broadcast in the US and focuses on Japanese affairs. Germany enhances its global image through the Deutsche Welle, which broadcasts TV shows, in several languages, about all aspects of contemporary Germany. Other examples can be found in the UK’s BBC World and France 24. Clearly, China sees the benefit of such TV programs as it will soon start its own English-language TV programming with global reach.
During a recent visit to the East-West Center in Hawaii, eminent US-China scholar Jerome Cohen said it all: “It [Taiwan] is certainly free and certainly impressive. Taiwan is a great product for soft power. It has something to sell,” but hasn’t made enough effort to get its story out there.
It is the story of an agrarian-based former colony that bore the brunt of authoritarianism under the boot of martial law, transformed itself into a key link in the global supply chain of computer parts and established a vibrant participatory democracy based on the rule of law. Many nations would like to enjoy the standard of living and freedom that Taiwan has achieved.
Unfortunately, Taiwan’s priorities are confused. After a dismal showing at the 2008 Olympics, Taiwan is reported to be investing significant sums to do better in 2012. In contrast, it seems far less sure of what to do when it comes to improving international communications.
Bill Sharp is a faculty member of Hawaii Pacific University in Honolulu.
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