Crafting “Attractive” Histories: (Visual) Narrative Contestation Along the Silk Road

This chapter explores narrative contestation over Silk Road histories, focusing on the domesticforeign narrative dichotomy and visual tropes shaping narratives’ appeal to foreign audiences. Using a case study of a Silk Road-focused temporary exhibition in Kazakhstan, the research shows that China’s representations of the Silk Road are unattractive to Kazakh audiences due to their Sinocentric and Sinicising nature. These narratives conflict with Kazakhstan’s understanding of the Silk Road as a collaborative effort promoting regional unity. The chapter reflects on the importance of operationalising attractiveness in narrative studies and addresses the limitations of state-driven memory manipulation in diplomacy, contributing to historical statecraft literature and providing empirical insights into China’s image-building efforts and narrative power.