On October 15, the International Communication Forum of the 2024 China New Media Conference took place in Changsha, focusing on the theme “Building a More Effective International Communication System.”
During the forum, prominent media figures, scholars, and representatives from overseas brands engaged in discussions regarding how to adapt to the complex international public opinion landscape, improve international communication effectiveness, and understand the principles of global messaging. The goal was to enhance China’s international communication influence, the appeal of Chinese culture, the friendliness of China’s image, the persuasiveness of Chinese narratives, and the capacity to guide international public opinion.
As one panelist noted, “The strength of communication determines influence, and having a voice is synonymous with having control.” Strengthening international communication capacity is not only a strategic necessity for outward publicity but also an urgent task. Accelerating the construction of a more effective international communication system is crucial for securing a global narrative that matches China’s comprehensive national strength and international status, allowing China’s voice to resonate worldwide and to better showcase a truthful, dimensional, and comprehensive view of China, thereby protecting the nation’s image and interests.
Participants at the forum agreed that building a more effective international communication system is a systematic endeavor. Yu Tao, Vice Director of the China Foreign Languages Publishing Administration, emphasized the importance of seizing opportunities in the new media era while proactively addressing the challenges brought by technological advancements. He highlighted the need for coordinated action across various aspects of communication, including participants, content, and channels, to combine professional methods with diverse resources, thereby enhancing the global presence of Chinese culture.
Zhao Chengxin, Deputy Director of the Publicity Department of the Hunan Provincial Committee, provided an example of innovation in international storytelling. He noted that Hunan Television has pioneering efforts such as the Mango TV International App, which aims to reach 260 million overseas users, and the establishment of the Gold Mango satellite channel in Africa, targeting over 10 million specific audiences. Zhao emphasized enhancing Hunan’s international communication capabilities through focused foreign publicity projects, leveraging a combination of platform building, high-quality content creation, and channel cooperation.
Wei Jianhua, Deputy Director of the International News Editing Department at Xinhua News Agency, argued that Chinese media must adapt their international communication strategies to new realities, striking a balance between hard and soft messaging. He pointed out that in certain discussions, the audience has become more segmented, leading to a scenario where each party communicates in their own way.
Zhang Qiong, Deputy Director of the Chongqing Municipal Publicity Department, discussed the role of local media in serving the national agenda for foreign publicity. She emphasized the importance of telling China’s story effectively by utilizing existing channels while continuously innovating. This includes developing an international communication working system in Western China to bolster inland openness and creating integrated media platforms that facilitate international exchanges.
“High-quality international communication content is essential for presenting a truthful, comprehensive view of China,” said Luo Siyu, a senior researcher at Renmin University of China. He pointed out that through ongoing technological innovations and global strategies, along with authentic stories of the Chinese people, China can enhance the credibility of its message on the world stage.
The forum also highlighted collaborative efforts such as the establishment of the Ghana Golden Mango Channel, a partnership between Hunan Broadcasting System’s international channel and Ghana’s digital television entity, aimed at fostering cultural exchange and economic cooperation through national-level platforms. The channel plans to broadcast a drama portraying Yuan Longping’s dream of hybrid rice to its African audience.
Opoku James White, Deputy Editor and Chief Host of the Ghana Golden Mango Satellite Channel, stressed the need to convey China’s narrative in ways that resonate with African audiences, highlighting that understanding of China among African nations is still limited. The channel aims to provide objective information about China while exploring integrated e-commerce models that combine television shopping, e-commerce platforms, and new media promotions.
Over the years, the China Journalists Association has been refining its mechanisms, building platforms, and integrating resources to assist various stakeholders in accelerating the establishment of a distinctively Chinese international communication system, showcasing new prospects and initiatives in enhancing international communication effectiveness.
In conclusion, the guests acknowledged that this International Communication Forum has created a valuable platform for collaboration and idea exchange, uniting diverse perspectives and efforts to advance the cause of international communication and cultural exchange.
