Editor’s Note: General Secretary Supreme Leader’s important speech at the 30th collective study in the Political Bureau of the Central Committee profoundly expounded the direction and task of strengthening international communication capacity building. In order to deeply study the spirit of the important speech of the Supreme Leader General Secretary on international communication, the cadres and workers of China Studio have written a series of study articles. In this issue, we push and interpret Yang Haoyue’s article "Showing China’s Beauty by Accurate Communication", which was produced by the special department of China Studio.
"It is an important task to tell the story of China, spread the voice of China and show the true, three-dimensional and comprehensive China." On May 31st, General Secretary of the Supreme Leader made clear requirements for strengthening and improving international communication during the 30th collective study in the Political Bureau of the Communist Party of China (CPC) Central Committee. How to implement this requirement in the context of globalization? We need to choose suitable content in a proper way and reasonable means, set topics for different audiences, and spread China’s voice well.
In recent years, in order to strengthen the construction of international communication capacity, all parties have taken effective measures in hardware construction and software construction. For example, the media actively adopt advanced editing technology and novel means of communication (such as live broadcast, audio and video, etc.), and make full use of overseas communication channels, such as registering official accounts on social media such as YouTube and Twitter, and strengthening various forms of cooperation with foreign media. Practice has proved that global communication through overseas social media platforms is effective, and accounts have attracted the attention of a large number of overseas users.
△ Interpretation of China Studio’s overseas new media platform account
In the aspect of software construction, more and more media pay attention to improving the ability of setting topics on their own initiative, adopting the expression style close to overseas audiences, changing the preaching mode of one-way communication, and paying attention to strengthening interaction with audiences. From hard to soft, from ideas to initiatives, from innovative exploration to experience summary, China’s professional ability in international communication has been significantly improved, and the effect of international communication has also been significantly enhanced.
Do a good job in international communication, we have more confidence, confidence and strength. However, we should also see that the problem that China’s words, China’s stories and China’s voice cannot be spread in time and effectively needs to be solved urgently. In recent years, there are many China cases that have achieved the "circle-breaking" effect in international communication, and have been accepted, recognized and spontaneously spread widely by international audiences, such as the giant panda, Li Ziqi and the elephants migrating northward in Yunnan. Exploring the successful experience, it is not difficult to find that the topic close to nature and life, the widely recognized emotional needs and values, and the refreshing style are more easily accepted and loved by foreign people in the current international public opinion environment. Just as some people commented on Li Ziqi’s popularity abroad, "No word praised China, but she told China culture and China story well."
From the channel point of view, using social media well can often produce twice the result with half the effort. However, from the reality, the degree of internationalization of China’s independent social platforms is insufficient, and the total number of people participating in international mainstream social platforms is still relatively small. Facing the intentional suppression and restriction of some countries, China’s international communication capacity building is facing greater pressure and challenges. How to change this situation and make the story of China spread more widely on the international social platform? Undoubtedly, it is an important topic to enhance the ability of international communication.
The General Secretary of the Supreme Leader stressed: "We should adopt accurate communication methods close to different regions, different countries and different groups of audiences, promote the global expression, regional expression and differentiated expression of China’s story and China’s voice, and enhance the affinity and effectiveness of international communication." For foreign new media users, what can attract their attention and arouse their recognition is often the expression that conforms to new media and new technology, and has a sense of science and technology, innovation and internationalization. From this point of view, it is a problem that international communication practitioners need to think deeply about finding appropriate international communication channels and visual presentation methods, meeting the needs and demands of new media audiences, and widely introducing China’s ideas, China’s wisdom and China’s programs.
△ "Extraordinary Future: China Science Story You Don’t Know" was broadcast in official website, Nature magazine, and reported in a column in the journal Nature, which gained nearly 5 million hits and attracted a lot of attention from scholars at home and abroad.
2021 is the centenary of the founding of the Communist Party of China (CPC). How to fully show the dream, pursuit, feelings and responsibility of the century-old party, let the international community have a more real and three-dimensional understanding of the century-old party, and let the world better understand the Communist Party of China (CPC) is an important content of China’s current international communication work. China International Development Knowledge Center and Interpretation China Studio jointly produced and launched a series of documentary short video program "It’s just a young age", which is divided into six episodes. Starting from six major areas of economic construction, political construction, cultural construction, social construction, ecological construction and party building, the vivid images of Communist party member and ordinary Chinese in the new era, under the leadership of the Communist Party of China, are restored in a multi-dimensional way.
△ series documentary short video "It’s just Shaohua" poster
In the process of pre-research, the program carefully selects typical characters that are sincere, moving and can resonate. The program selected private entrepreneurs, village branch secretaries, ancient book restorers, infectious diseases doctors, university professors and water quality researchers. Although they have different backgrounds, they all contribute to the construction of China through their own efforts. Let overseas audiences focus on the story itself and feel the personality charm of the characters more intuitively.
With documentary images as narrative means, the program follows the "group image" story of ordinary people building a bright future with their own way and strength, and outlines the overall face of China people bravely marching forward under the leadership of the Communist Party of China (CPC). The audience follows the perspective of the characters in the film and feels their good qualities of courageously and courageously. At the same time, through these real and vivid stories, the program reflects the correct leadership, scientific decision-making and strong mobilization of the Communist Party of China and the government, and explains the deep-seated reasons for the Communist Party of China (CPC)’s great historical achievements in the past 100 years.
Beautiful things and touching stories will make people yearn for it, and then they will have the desire to explore actively. There are wonderful and moving stories about China being staged in China, and we are confident to tell them well. Pay attention to the external display of China’s natural beauty, urban beauty, cultural beauty and humanistic beauty, so that the audience can spontaneously pay attention to, know and understand China, and at the same time expand the scope of communication, make the world interested in China, so as to make the image of China more distinct and closer.
＋
Author: Interpretation of the producer of the special department of China Studio
Yang haoyue