Improve the ＂five forces＂ and do a good job in international communication in the new era

Original Sun Jingxin Network Communication Magazine

On May 31st, General Secretary of the Supreme Leader put forward many new requirements and new conclusions on strengthening and improving international communication in the new era at the 30th collective study in the Political Bureau of the Communist Party of China (CPC) Central Committee. In particular, he clearly put forward that efforts should be made to improve the "five forces"-the influence of international communication, the appeal of Chinese culture, the affinity of China’s image, the persuasion of China’s words and the guidance of international public opinion, which provided fundamental guidance and direction for further improving international communication in the new situation.

Focus on improving the influence of international communication

In 2014, the General Secretary of the Supreme Leader put forward that "efforts should be made to build a number of new mainstream media with diverse forms, advanced means and competitiveness, and to build several new media groups with strong strength, communication power, credibility and influence to form a modern communication system with three-dimensional diversity and integrated development." In 2018, on the occasion of the 70th anniversary of the founding of People’s Daily, General Secretary of the Supreme Leader put forward the requirement of "building an all-media communication pattern". In 2019, the "Decision" of the Fourth Plenary Session of the 19 th CPC Central Committee proposed to "establish an all-media communication system based on content construction, supported by advanced technology and guaranteed by innovative management." At the 30th collective study in the Political Bureau of the Communist Party of China (CPC) Central Committee, the Supreme Leader General Secretary clearly put forward "a strategic communication system with distinctive China characteristics". From the modern communication system to the all-media communication pattern, to the all-media communication system, until this strategic communication system is not only the objective requirement of the development of the situation at home and abroad, but also reflects the improvement of China’s communication ability.

The emphasis on "distinctive China characteristics" is related to the evolution of strategic communication. Different from some countries, China’s strategic communication system is not to create rivals, not to expand ideological differences, but to form a joint force of international communication, to better cooperate with foreign countries and to achieve mutual learning and win-win results. This requires us to further coordinate domestic strategic communication, optimize the strategic communication layout of external communication, and do a good job in accurate communication with the concept of "one country, one policy".

Focus on improving the appeal of Chinese culture

Turning over the history of the world, the development and prosperity of a big country will inevitably require a substantial increase in cultural influence and the realization of soft power and hard power complement each other.

In recent years, overseas ordinary people have more and more opportunities to get in touch with China culture, have a deeper perception of China culture, and are eager for a deeper understanding of China culture. Remarkable progress has been made in the "going out" of Chinese culture, especially the "going out" of digital culture such as short videos, live broadcasts, games and online literature. At the same time, we should also face up to the fact that Chinese culture has a long way to go from "going out" to "going in".

A few days ago, the theme activity of "Walking into Sanxingdui to Understand Chinese Civilization" was held, and nine projects were launched, such as "Seeing China and Sanxingdui" foreign youth video program, Sanxingdui series books international publishing project, "Walking Sanxingdui" cultural experience product design and global promotion project, which attracted the attention of netizens at home and abroad, which provided a good exploration for us to promote Chinese culture "going out" in the future.

On the evening of May 28th, the theme activity of "Walking into Sanxingdui to Understand Chinese Civilization" was held in Sanxingdui Museum. Photo courtesy/vision china

Focus on improving China’s image affinity

In December 2013, General Secretary of the Supreme Leader pointed out during the 12th collective study in the Political Bureau of the Central Committee, the 18th CPC Central Committee, "We should pay attention to shaping China’s national image, focusing on showing China’s image as a great civilized country with profound historical background, diverse ethnic groups, diverse and harmonious cultures, an image as an oriental country with clear politics, economic development, cultural prosperity, social stability, people’s unity and beautiful mountains and rivers, and be responsible for adhering to peaceful development, promoting common development, safeguarding international fairness and justice, and making contributions to mankind.

Josh seliger, a famous American TV producer, lamented, "With my experience in the past 30 years, China is impressive. I am not saying that China is perfect-no country is perfect-but what I want to say is that China is a great country that deserves our respect. " Only by becoming a respectable country can partners or competitors not ignore it.

To create a "credible, lovely and respectable" image of China, we need to pay attention to grasping the tone, be open and confident, be humble and modest, be high-spirited and unassuming, be confident and not complacent, and work hard for a long time. We can learn from the experience of other countries, explore China’s "cool culture", "cute culture" and "righteous culture", and further promote "goodwill communication".

Focus on Improving the Persuasiveness of China’s Discourse

At present, the international academic and media circles are still in the stage of "explaining China" on the whole, and have not yet entered the stage of "explaining China". General Secretary of the Supreme Leader has repeatedly stressed that efforts should be made to create new concepts, new categories and new expressions that integrate China and foreign countries and enhance the right to speak in the international arena.

For example, on poverty reduction, a worldwide problem related to the progress and development of human civilization, we still won the battle against poverty as scheduled under the severe impact of the COVID-19 epidemic. The successful experience of China in tackling poverty can provide enlightenment and reference for developing countries to get rid of poverty, and we have great room for discourse.

Dr. Pan Chengxin of Deakin University mentioned that the uncertainty of China’s cognition in the West often leads to the coexistence of two diametrically opposed concepts, China’s "threat" and China’s "opportunity". The "Strategic Competition Act of 2021" passed by the Foreign Affairs Committee of the US Senate proposes to spend $300 million annually to spread negative information that discredits China.

Faced with this situation, we need to constantly strengthen China’s positive narrative, explain the truth on a series of important issues such as the COVID-19 epidemic, and leave an objective and true collective narrative and memory of mankind.

Focus on improving the guidance of international public opinion

In recent years, on major domestic issues, global epidemic prevention and control, climate control and other issues, although our voice is getting faster and louder, compared with the "lies" and "rumors" created by the West on these issues, we still have a lot of room for improvement compared with their voice skills and channels.

On the one hand, we should dare to speak out. On the issues of right and wrong and political principles, we must strengthen our initiative and make the strongest voice, and we must never be vague and shy away. It is the basis of seizing the commanding heights of public opinion not to be absent on major issues and not to lose words at critical moments.

On the other hand, we should also be good at speaking out and pay attention to the strategy and art of public opinion struggle. To be good at making sounds, the key is to be knowledgeable, adept and expert. It is necessary to follow the law of public opinion and practice "internal strength". It is necessary to strengthen overall planning and coordination, form a "chorus" with multiple subjects, learn to speak skillfully, avoid screaming at the top of one’s lungs, do a good job of public opinion guidance and struggle with confidence, and truly improve the effectiveness of speaking.

This article comes from the June issue of Network Communication magazine. The author is the director of the Communication Center of the Institute of Contemporary China and World Studies of China Foreign Languages Bureau.

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Original title: "Improving" Five Forces "and Doing a Good Job in International Communication in the New Era"