Qianqian Gao
Stories, as the core elements and carriers of human culture, serve unique functions by bearing values, shaping identity, and disseminating ideas. Within the context of international communication under globalization, adhering to the position of Chinese culture, refining and showcasing the spiritual symbols and cultural essence of Chinese civilization, and accelerating the construction of a discourse system with Chinese characteristics have become key tasks for enhancing national soft power. It is essential not only to narrate China’s long history and contemporary achievements vividly but also to convey a genuine, amiable, and respectable image of the country. This process fosters deeper understanding and emotional resonance among the international community, promoting China’s role on the global stage.
Navigating Critical Relationships in International Communication
Successfully shaping China’s national image requires balancing several critical relationships. First, it is important to strike a balance between tradition and modernity, ensuring that Chinese stories are deeply rooted in cultural heritage while maintaining relevance in contemporary discourse. Second, domestic and international perspectives must be bridged by aligning China’s internal realities with the cultural backgrounds and preferences of global audiences. Third, coordination between official and civilian voices is essential to foster a multi-voiced and multi-layered communication pattern. Finally, authenticity and artistry should be balanced, ensuring that communication content is both factually accurate and emotionally engaging.
Self-Shaping and Other-Shaping in Image Construction
The process of national image building is complex, involving both “self-shaping” by China as the communicating subject and “other-shaping” through external perspectives. In today’s intricate international environment, relying solely on self-construction is insufficient for telling China’s story comprehensively. Integrating narratives from external viewpoints provides a more three-dimensional and credible image.
China must leverage resources through multiple channels, such as mainstream media, high-level diplomatic visits, and international forums, to construct a multi-dimensional communication framework. This structure aims to foster an authoritative public opinion sphere, effectively conveying China’s voice while establishing a positive foundation for international understanding. Media content innovation, quality control, and the strategic use of new media technologies are critical to expanding the accessibility, relevance, and interactivity of China’s narrative.
Adopting an Open and Inclusive Communication Approach
China must also adopt an open approach by using expressions that resonate with international audiences and embracing diverse discourse systems. Telling China’s story requires not only highlighting Chinese culture’s unique charm but also addressing global common values and social issues to align with the expectations of international audiences. Establishing collaborative mechanisms with overseas media institutions, such as international media summits, provides opportunities to leverage external platforms and networks to communicate China’s stances and propositions effectively.
Leveraging International Friends for Narrative Creation
A crucial but often overlooked aspect of communication is the role of international friends—foreign journalists, scholars, and opinion leaders—in promoting China’s image. Involving them in creating and disseminating China’s stories enhances narrative authenticity, credibility, and appeal. Their external perspectives provide fresh interpretations, enabling global audiences to understand China’s development from multiple dimensions, thus fostering cultural exchange and mutual understanding.
Navigating Cultural Differences in Complex International Environments
Given the diversity in religion, culture, and values across countries and regions, international communication requires not only technical expertise but also cross-cultural communication skills. Identifying the “sweet spot” between “what we want to say” and “what the audience wants to hear” is essential for effective messaging. Communicators must deeply understand their own cultural essence while accurately identifying the interests and concerns of their international audience.
Harnessing the Power of Chinese Traditional Culture
Traditional Chinese culture is a profound source of China’s soft power, providing both the foundation and the content for effective communication. Key principles, such as harmonious coexistence and the concept of “public welfare for all,” transcend time and cultural boundaries, offering valuable insights into addressing contemporary global challenges. Demonstrating these commonalities between China and the world enhances the attractiveness and persuasiveness of China’s stories.
Promoting China’s Global Governance Contributions
Effectively communicating China’s governance achievements requires internationalized interpretations and accessible expressions. This approach helps overcome cultural barriers, enabling overseas audiences to better understand China’s contributions to global governance and presenting China as a responsible major power. On issues such as environmental protection and climate change, China should actively advocate for “Chinese solutions” while emphasizing the shared nature of global challenges, thereby demonstrating China’s responsibility in global governance.
Building a Comprehensive Communication Network
China’s international communication system consists of interconnected global and local strategies. Global communication focuses on expanding influence through the strategic optimization of media platforms. Building an omni-media matrix with innovative content, technological support, and effective management enables efficient communication coordination. Conversely, local communication strategies address the specific cultural challenges of target regions. Emphasizing the localization of content, talent, and operations helps reduce cultural misunderstandings and strengthens the resonance and acceptance of communication content.
Integrating Internal and External Channels for Greater Synergy
Effective international communication requires both innovation in China’s own channels and flexible use of external platforms. Understanding the unique characteristics of existing media and optimizing content forms accordingly can enhance communication efficiency. On one hand, China should leverage international social media, mainstream media, and forums to spread its voice spontaneously. On the other hand, coordinated efforts within China’s own channels are equally vital. Social organizations and Chinese enterprises operating overseas play essential roles in improving communication effectiveness by sharing stories of mutual cooperation and integration with global supply chains, thereby enhancing trust and recognition in the international community.
The Role of Think Tanks and Civil Exchanges
Think tanks and civil exchanges serve as important bridges between national policies and international public opinion. Building networks with international organizations and academic institutions to address global issues strengthens China’s involvement in international discourse. Chinese think tanks play a dual role: they are key intermediaries in policy communication and contributors to solving global challenges, thereby earning respect and understanding from the international community.
Conclusion
Constructing an international communication system and discourse framework with Chinese characteristics is essential for enhancing China’s soft power and international influence. In the complex global public opinion environment, effectively sharing China’s stories and presenting an authentic and engaging national image strengthens global understanding and recognition. These efforts lay the foundation for China’s active participation in global governance and the promotion of a community with a shared future for mankind.
Achieving this goal requires balancing “self-shaping” with “other-shaping,” aligning China’s message with the interests of international audiences through carefully selected “sweet spot” topics, and ensuring coordinated interaction between global and local communication strategies. Additionally, building a diversified communication network through collaboration with social organizations, enterprises, and think tanks expands the reach and impact of China’s voice.
In the future, China must not only tell its stories well but also engage in meaningful dialogue with the world, contributing Chinese wisdom and solutions to global issues. On public topics such as environmental protection and global governance, China should continue to demonstrate its role as a responsible major power, promoting win-win cooperation to address global challenges. Through these efforts, China’s international communication will not only showcase national achievements but also foster cultural exchange and mutual understanding, enriching the international discourse environment and injecting new vitality into global peace and development.
Guided by Xi Jinping Thought on Socialism with Chinese Characteristics for a New Era, China will continue to deepen its international communication practices, telling authentic, vivid, and multi-dimensional stories. These efforts will contribute to building a community with a shared future for mankind and provide a more inclusive cultural exchange environment for the world.
Qianqian Gao is a research fellow at the School of Economics and Management, Suqian University.
