China News Service, Beijing, October 1st (Reporter Kan Feng Yuan Xiuyue) On September 23, Xi Jinping, General Secretary of the CPC Central Committee, President of the State, and Chairman of the Central Military Commission, sent a letter to congratulate China News Agency on the 70th anniversary of its establishment, emphasizing that the innovation of the international communication discourse system, Improve international communication capabilities, enhance reporting affinity and effectiveness.
A week later, a seminar was held at China News Service, which gathered well-known experts and scholars, as well as relevant officials from government departments, mainstream media, business platforms, and overseas Chinese-language media. The topic was international communication.
In the new era, how does China tell the story of China and the Communist Party of China to the world?
How to build an international communication discourse system to enhance affinity and effectiveness?
How can overseas Chinese media be good "translators" and "heralds" of Chinese stories?
This conference, which is gathered by big names, will discuss the way of international communication and talk about the way Chinese stories go overseas.
Big picture and general situation
——In the new era, how to tell the story of China to the world?
The picture shows the scene of "Welcome to the Top 20 Online International Communication Symposium on Major Themes".
Photo by China News Service reporter Li Peiyun
In order to thoroughly implement the spirit of General Secretary Xi Jinping's congratulatory letter to the 70th anniversary of the founding of China News Service, on September 30, the "International Communication Seminar on Welcome to the Top 20 Major Online Themes" hosted by China News Service and undertaken by China News Network was held in Beijing. .
The year 2022 is China's political year. The upcoming 20th National Congress of the Communist Party of China has far-reaching significance and global attention. It is an excellent opportunity for China to tell the story of China in the new era and the story of the Communist Party of China to the world.
Chen Junjun, President of China News Service, said in his speech that the congratulatory letter from the General Secretary made all cadres and workers of China News Service, overseas Chinese organizations, Chinese media and the vast number of comrades who have been working tirelessly for China's foreign communication cause warm, inspiring and encouraging. .
Chen Junjun said that in his congratulatory letter, the general secretary asked China News Agency to promote exchanges between Chinese and foreign civilizations and people-to-people bonds. This requirement contains profound connotations and reflects the wisdom and responsibility of a great country.
There is only one earth for mankind, and it is a community with a shared future. China's development and progress cannot be separated from the world, and the stability and prosperity of the world also needs China.
Mutual respect, solidarity and symbiosis are the right way for different civilizations to coexist and develop.
It is the responsibility and mission of China News Agency as a media organization dedicated to cross-cultural communication and communication.
The picture shows the scene of "Welcome to the Top 20 Online International Communication Symposium on Major Themes".
Photo by Li Taiyuan of China News Service
Zhang Yong, deputy director and first-level inspector of the Network Communication Bureau of the Central Cyberspace Administration of China, said in his speech that the 20th National Congress of the Communist Party of China is a major event in my country's political life, an important window for the world to observe China's development and progress, and an important platform for the development of major online events. An important opportunity for the international communication of the theme is also an important arena for testing the effectiveness of my country's media integration development.
Zhang Yong said that in the face of changes in the world, times, and history, as Internet media people, everyone must have a vision to see through the overall situation of world changes and China's development, and must bravely stand at the forefront of change and take responsibility and mission. Courage.
He emphasized that it is necessary to occupy the main position, fight well at home, strengthen mainstream public opinion, and demonstrate China's value; focus on concerns, expand empathy, improve reporting affinity, and enhance communication effectiveness; enhance innovation and enhance competitiveness, Deepen media integration and expand overseas channels.
Breaking the wall and breaking the game
——How to innovate the discourse system of international communication?
At present, new technologies are constantly changing the dissemination channels and ways of reaching information, and international communication has entered a new stage where the Internet is the main platform.
Under the new situation, how to break through the "barriers and high walls", how to "break the situation and seek change", and tell the Chinese story and the global story well, has become an important issue.
"It's not easy to tell Chinese stories well," said Hu Zhengrong, director of the Institute of Journalism and Communication, Chinese Academy of Social Sciences. The key to international communication is to do well in upstream content and downstream channels.
However, at present, my country's international media have shortcomings in content production and construction, and they also lack their own platforms to tell Chinese stories and global stories. These two issues need urgent attention.
According to Li Xiguang, director of the International Communication Research Center of Tsinghua University, it is very important to whom to communicate.
He believes that when paying attention to major international issues, Western public opinion should not be placed in the most important position, because international public opinion is no longer Western public opinion.
In international communication, attention should also be paid to the concerns of the people in countries such as the SCO member states, as well as the increasing number of foreign elites who are learning Chinese.
Jiang Fei, Dean of the School of International Journalism and Communication at Beijing Foreign Studies University, emphasized the innovation of discourse methods.
He believes that there are more and more foreigners who understand Chinese, and more foreigners are interested in the content published by Chinese media.
At the same time, overseas Chinese groups have put forward new requirements for the presentation of Chinese media.
Under the new situation, it is necessary to "seek breakthroughs in the face of change" and innovate the way of international communication discourse.
Wang Xiaohong, Dean of the Undergraduate School of Communication University of China, believes that only by better understanding oneself can we better tell the Chinese story to the world.
She believes that "good stories in China" include both "big stories" of "big times" and "little stories" of "little people". We should pay full attention to individuals on the Internet, so that more individuals can show Chinese civilization in a more vivid and vivid way. Present China more intuitively.
Song Jianwu, a professor and doctoral supervisor of Renmin University of China, also believes that it is necessary to adapt to the new communication environment and new communication relationship with Internet thinking, and carry out international communication activities through the deep integration of media, so as to achieve "eyes", "hearts" and "sustainability". ".
The target of communication should be targeted to the general public, rather than the more traditional way of conveying voices through grand narratives.
empathy and communion
——What new paths are explored in international communication practice?
The picture shows the scene of "Welcome to the Top 20 Online International Communication Symposium on Major Themes".
Photo by China News Service reporter Li Peiyun
Every upgrade and iteration of communication technology brings new changes in communication practice.
The same is true for international communication. Under the general trend of media integration, mainstream media and commercial platforms continue to innovate their external communication practices and explore feasible paths to improve the effectiveness of international communication.
Combining with the practice of international communication of major themes on Chinanews.com, Wu Qingcai, director of China News Service Financial Media Center and editor-in-chief of Chinanews.com, said that Chinanews.com highlights the characteristics of overseas Chinese from the new perspective of "my country and my people", so that "China"s "Pass" to answer "Chinese questions".
At the same time, focusing on new expressions of empathy and resonance, focusing on individual narratives of grand narratives, in the stories of Chinese people's struggles and in the happy lives of the Chinese people, to find, dig, and display the innovative theories of the Communist Party of China, development concepts and China's social changes , development achievements.
According to Xue Lisheng, deputy editor-in-chief of China.com, international communication should pursue speed, accuracy, integration, foreign communication, and communication, seize the right to interpret discourse quickly and accurately, and strive to integrate all expressions.
At the same time, starting from the audience, consider their language habits and thinking habits, let foreigners speak, let influential people influence ordinary people, find common concerns, and achieve "what I want to say is what you want to know".
Yu Qi, executive editor-in-chief of Sina Weibo and general manager of the media cooperation department, said in the sharing that the credibility and authority of mainstream media and the communication and interaction power of social media have been perfectly combined in Weibo.
The content of strong interactive topics initiated by the media on Weibo can effectively drive users to participate in discussions, and also empower the spread and fermentation of positive energy on the platform.
Talking about new media technologies and information windows, Zhou Xiaohan, vice president of Kuaishou Pan-Knowledge Business & Classroom Business, said that various means such as animation, short videos, pictures and texts will be adopted to lower the threshold for users to obtain and interpret news, and make major events and policies more convenient. It is good to pass down through and play a positive guiding role.
bridges and ties
——How do overseas Chinese media "re-disseminate" Chinese stories?
The picture shows the scene of "Welcome to the Top 20 Online International Communication Symposium on Major Themes".
Photo by China News Service reporter Li Peiyun
The overseas Chinese-language media all over the world are an important force for Chinese stories to "go overseas". Faced with the new trends in media reform and the new environment of international public opinion, how can overseas Chinese media "re-translate" and "re-disseminate" Chinese stories?
Regarding the positioning of overseas Chinese-language media in the new era, Ma Limei, general manager of Portuguese International Cultural Media and president of Portuguese Newspaper, believes that at present, overseas Chinese have seamlessly connected with domestic news channels, and Chinese media should focus on connecting with the media in the host country and influencing the host country. The group that is able to focus on the voice of the host country.
Guo Rui, president of Thailand's Toutiao News Agency and Bangkok Magazine, believes that for Chinese media to survive and develop, credibility is very important, and they must uphold the principles of correctness, objectivity, neutrality, and authority. any country.
Ma Lin, director of the Beijing representative office of European Times, believes that the role of overseas Chinese in improving international communication is indispensable and increasingly important. Overseas Chinese are highly receptive and sensitive to Chinese information. China, while enhancing its national pride, has also gained the logic and strength to refute China-related lies and rumors.
Talking about adapting to the current international communication pattern, Fan Xuan, editor-in-chief of New Media Group Europe, believes that telling Chinese stories on the international stage should not speak for oneself.
He also said that we uphold the principles of comity, humility, and avoiding conflict, but in the face of malicious attacks, we must take the initiative to attack, explain the truth, and clear the source.
"To tell Chinese stories well, we must first understand China's national conditions and the history of the Chinese nation." Zhu Ailian, president of Eurasia Times in Switzerland, believes that China's greatest national conditions are the history and the people's choice of the leadership of the Communist Party of China. The brilliant achievements not only benefit the Chinese people, but also benefit the people of the world.
Sun Yumei, vice president of the European Overseas Chinese News, said that to tell Chinese stories well, we should focus on changing from "telling by ourselves" to "telling together", and from telling the history to the modern and the future.
She also mentioned in particular that the education and training of the new generation of Chinese should be attached great importance, so that they can become the disseminators of Chinese stories in the future.
Talking about the dissemination of Chinese culture, Su Yantao, chairman of American Eagle Dragon Media and American City Radio and Television, said that Chinese culture is the best bridge for people to meet each other, and overseas Chinese media record not only the stories of Chinese and overseas Chinese, but also Chinese A solid foundation for the international dissemination and inheritance of culture.
Luo Chongwen, vice chairman of the board of directors and chairman of the executive committee of Macau Radio and Television Co., Ltd., said that excellent programs with Chinese cultural appeal are very popular in Macau. Macau audiences feel the sense of belonging to the motherland, and international people in Macau also see The affinity of the Chinese image.
Talking about the upcoming 20th National Congress of the Communist Party of China, the heads of overseas Chinese-language media all said that they would be committed to taking this major report as a major opportunity to tell the story of China in the new era.
Huang Xiaomin, editor-in-chief of the Omnimedia News Center of Hong Kong Takung Wenhui Media Group, introduced that he will make good quality products with all his heart, not only to see the big and small, but also to see the situation, and to focus on content production in terms of mobile and video, focusing on reporting ten In recent years, Hong Kong has made remarkable achievements in the process of continuously integrating into the overall development of the country.
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