When I was last in Beijing, I noticed the same glowing, digital ads projected inside subway tunnels that appear out of the darkness as you enter and exit some stations in Washington, DC. Michael Zhao has a piece on the phenomenon in Forbes magazine that explains how the human eye "animates" a string images, how a company called Beijing Topflash Media is pushing this stuff, etc. All interesting. But I was most struck at the time by the content of the advertisements.
As further proof that the main target of Beijing's rhetoric on Tibet is not the outside world but the Chinese people, the ads were all for a new production of the People's Daily website devoted exclusively to Tibet, Zhongguo Xizang Wang. They weren't very stylish ads--no animation, at least not any that I remember. But they drove the thing home. Upon returning to the States, I looked for Zhongguo Xizang Wang.
I found it; it is here.
And it is much more sophisticated than any of the clumsy pronouncements China makes to the outside world about the T.A.R. The site has heartwarming stories on Chinese young people volunteering in Tibetan schools, a section on Tibetan culture (dancing, of course), articles on concerns in France that H.H. the Dalai Lama's visit there will strain Sino-French relations, and, last but not least, a book corner that highlights a series of conspiracy / history / drama books that I saw everywhere in Chinese airport bookstores: Xizang Mima ("The Tibet Code").
In comparison, updates on the Chinese Embassy's website in DC come across propagandistic and flat, full of quotes from foreign folks in support of Chinese policy, like the sections in Chinese and Vietnamese museums highlighting gifts from abroad. It is as if the Embassy posts don't receive any real effort, like they were just put there to show someone that they had been put up. Which is the point.
While China would like to change hearts and minds abroad, its purpose in exposing "the Dalai clique" to the world is mostly to seem consistent to home audiences. Boring? Yes, but fiercely the same. Sticking up for the nation in hostile settings. Sticking up by being its same, old, boring self.