Building a more effective international communication system
2026-05-08
In March of this year, the "Hundred Countries, Thousand Cities, Ten Thousand Events" cloud tai chi global flash mob event was launched, with flash videos landing on more than 500 overseas platforms. Millions of tai chi enthusiasts joined the trend, vividly interpreting the Eastern philosophy of "harmony between heaven and man"; In April, the dance drama "Tian Gong Kai Wu" landed at Suzhou Shishan Grand Theatre after being performed at the United Nations headquarters and the Sydney Opera House, with a cumulative online viewing of over 1 billion times. These phenomenon level dissemination indicate that China's excellent traditional culture is transforming from a static object of observation to a living intellectual resource that resolves social anxiety and responds to common human concerns. In recent years, China has made significant progress in building its international communication capabilities. The "Digital Dunhuang" project has achieved global digital sharing of 30 caves, with access from users in 78 countries. As of now, the Dunhuang Academy has completed the digital collection of 300 caves; The overseas box office of "The Wandering Earth 2" has set a new record for Chinese science fiction films; The Beijing Winter Olympics has reached over 2.01 billion viewers through global broadcasting, setting a new record for the global Winter Olympics broadcasting audience. These achievements signify our global reach in terms of dissemination scale, technological application, and cultural innovation. But we must also be aware that the phenomenon of temperature difference between domestic and international temperatures still exists. On the one hand, because the existing communication links have not yet fully connected the "last mile" of communication from cognition to identification, from touch to resonance; On the other hand, it is reflected that the existing dissemination entities are still mainly official and large-scale events, and the potential for secondary creation and spontaneous dissemination by non-governmental organizations and overseas netizens urgently needs to be released. This requires our future efforts not only to pursue the "breadth" of communication, but also to pursue the "depth" of communication effectiveness, truly breaking away from the one-way indoctrination of "I say you listen" and achieving a two-way pursuit of "common experience". The Outline of the 15th Five Year Plan proposes to "build a more effective international communication system" to solve the dilemma of "being unable to speak out with reason, unable to spread with words, and unable to make a sound when spread", and to transform the "rich mine" of excellent traditional Chinese culture into a continuous source of international emotional connection and value consensus. The improvement of international communication effectiveness depends not only on "what to say", but also on "how to say it" and "who to say it". When the content of communication resonates with issues of common concern to netizens in various countries such as health, technology, and craftsmanship, it can trigger true cultural resonance and provide flexible support for shaping the country's image. To enhance the effectiveness of international communication, continuous efforts should be made in the combination of top-level design and grassroots innovation, with a focus on several aspects: strengthening the content strategy of "cultural IP+value consensus". Systematically organize Chinese cultural IP with global recognition, such as traditional Chinese medicine, solar terms, intangible cultural heritage, etc., and deeply integrate them with themes such as healthy living, technological innovation, and sustainable development. Avoid the phenomenon of 'discussing culture based on culture', and instead use cultural dissemination as part of the 'Chinese solution' to address global issues. For example, Tai Chi should not only be an ancient martial art, but also a "slow philosophy" and body management plan to cope with modern high-pressure life; The book 'Tiangong Kaiwu' not only showcases the invention of traditional Chinese objects, but also conveys a reverence for precision and perfection that transcends time and space through the objects, showcasing the spirit of ancient Chinese craftsmanship. Only when cultural IP becomes a spiritual force to solve common problems for all mankind, can people from all over the world enhance their sense of identity with China's excellent traditional culture, thereby triggering lasting cultural resonance at a deep level. Build a main network of "official guidance+civilian symbiosis". On the one hand, we should leverage the leading role of mainstream media and diplomatic and foreign affairs institutions to build high-level platforms such as international days and high-end forums; On the other hand, we will vigorously cultivate grassroots forces such as "cultural promotion ambassadors", overseas Chinese associations, international sister cities, and student groups, and encourage them to become secondary creators and localized disseminators of content. Compared to grand narratives, the voice conversion and scene embedding of the "last mile" of cultural dissemination by folk communities may be more effective in reaching local audiences and evoking cultural resonance in the silent atmosphere of a grand evening party. At present, digitization is the trend of cultural construction, and technologies such as 5G, VR, AR, and metaverse should be further utilized to create immersive and interactive cloud based cultural experience centers. At the same time, to avoid being "suspended" on the internet, we need to promote the integration of online and offline, support the establishment of Chinese cultural centers in key overseas cities, and implement Tai Chi teaching, intangible cultural heritage workshops, etc. in communities, so that international audiences can transform from "viewers" to "participants", deepen their understanding and identification with Chinese culture through personal experience, and catalyze deep cultural resonance through the immersion of body and mind. Building a more effective international communication system is essentially a long-term project about "identity". We must adhere to integrity and innovation, take more successful cases as the fulcrum, use cultural resonance to break down barriers, and use common values to connect people's hearts. Not only should we let the world know what China has, but we should also use cultural resonance to penetrate information barriers and show the world what we can become together. This kind of dissemination is no longer one-way propaganda, but a cross sea empathy and co construction. (Looking into the New Era)
Edit:Li Zhiwei Responsible editor:Lin Qi
Source:gmrb
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