Been scrolling through these discussions but it seems that no one is focusing on something very important, China's PR towards her own citizens.
I think that when evaluating the degree of success of PR, one has to take into account the primary target audience. This is what good PR does, you first identify the target audience, then everything follows suit. In this case, clearly the target audience is not you and me, people living outside Chinese boarders or do no even speak Chinese at all.
The target audience is the 1.3 billion Chinese people.
I'm on vacation at home and I often hear lots and lots of discussion about this topic, I can honestly say that not only the Chinese people do not feel our government is at wrong, they support it and some even think that our government IS NOT DOING ENOUGH.
Years and years and years of PR and stuff made a significant portion of the population think that the whole SCS is our TERRITORIAL waters. And people know that territorial waters are not to be infringed, so by following that logic people feel the urge to just shoot these Vietnamese boats down using naval cannons, not larger fishing boats pushing and chasing them around.
Now folks, consider this, how will the Chinese people react upon seeing the way the Western media and Western government commenting on this? Coupled with decades of mistrust and centuries of hostility and memories of war and suffering and humiliation brought about by the West?