Thinking of the new media era to strengthen the construction of international communication capabilities

International communication capabilities are important indicators to measure national cultural soft power and international influence. How to strengthen the construction of international communication capabilities in the new media era is an important issue that needs to be studied urgently.

To strengthen the construction of international communication capabilities, we must first solve the realistic issues of Chinese stories "who tells", "what to say", "how to say". The rapid development of information technology and the extensive penetration of new media not only have a profound impact on people's daily lives, but also greatly changes in my country in terms of international communication subjects, communication content, and communication methods. The communication pattern and future direction.

On May 11, 2021, in Beijing, the launching ceremony of the "Third Seeing China" International Short Video Contest was held. The short videos of the competition recorded China from a third -party perspective.

The main body of international communication tends to diversify and widely

From the media to tell stories to the whole people. In the era of traditional media, main communication media such as newspapers, television, radio, and journals are the main channels to tell the story of Chinese stories. Due to time, space, resources, costs, technology and other aspects, traditional media issues are more serious and the communication methods are relatively single. The participation of social organizations and the masses is lower. In the era of booming new media, the international communication is in a more "free, open, diverse equality, and multi -directional interaction" network space. Digital media effectively solves the problems of limited space -time, concentrated resources, and high costs. The emergence and rapid development of the new media platform not only increased the speed of information dissemination, but also changed the traditional information transmission relationship. The people are no longer just information receivers, but also become the largest information producers and communicationers. Overall, my country has two major advantages with the help of new media to explore new international communication: First, my country's Internet user base is far exceeding other countries, and the popularization rate is also ahead of global level, which provides a mass foundation for spreading Chinese voice to the world; Second, the global Internet popularization rate has grown rapidly, and more and more netizens, which means that the audience radiated by Chinese stories will become wider and wider. In short, in the era of new media, more and more people tell Chinese stories and more and more people listen to Chinese stories. The people will play an increasingly subjective role in national image construction and international communication.

Tell Chinese stories from China to the world to tell Chinese stories. The development of new media technology not only breaks the model of the unidirectional instilling traditional media, but also subverts the situation of traditional media's exclusive monopoly on information -on the one hand, it has developed new channels for our government and people to spread diplomatic flow; Create new opportunities for governments and people around the world. In the context of the new media era, the information is highly fragmented, decentralized, and misadred, and the source of information has become complicated and diverse. The influence of the international community on shaping the image of China is getting greater. Government agencies, leaders, social organizations, and celebrities, network celebrities, and even ordinary people in other countries can use Chinese remarks about China through the network platform, which can help me and help the shape of my country's international image.

To some extent, compared to China telling its own story, the international community tells that Chinese stories may be a trick in international communication. On the one hand, telling the Chinese story from the perspective of the international community can promote the transformation of Chinese cultural output from rigid to flexible output; on the other hand, it can expand the channels of message circulation, expand the coverage of the story, and truly allow people from all over the world to understand and understand. China. Taking China ’s poverty alleviation in 2020 as an example, the British Broadcasting Corporation, Pan -Non -Society, Indian Times, the American Dow Jones News Agency, Pakistan International News Agency and other mainstream media have reported on the world. Leaders have also expressed congratulations to the Chinese government and the people through the network platform. The news that China has successfully eliminated poverty has quickly radiated to the world and has become one of the most hot topics. It can be seen that in the context of the new media, on the open network platform, letting the world tell the world well is not only the method and strategy of China to expand the effectiveness of external communication, but also the goal and result of China to enhance the soft power of the country.

International communication content tends to be concise and micro

In order to fully reflect my country's cultural view, values, and development concepts, and establish a good international image, traditional media usually choose macroex and most national representative content as the subject matter of international communication, such as national political improvement, historical evolution, society, society Books, film and television dramas, documentaries, etc. on the theme of progress, cultural development, and economic construction. It is undeniable that such knowledge products have important communication value and positive guiding role in the past, present, or future, but this kind of content does not have traffic competition advantages in the spread of new media.

Affected by the current fast -paced working lifestyle, the habit of receiving information from netizens has gradually tended to fragmented, superficial and entertaining, and pursuing efficiency. Therefore, the content of the content is fully, streamlined, and intuitive. The aspect is obvious advantage. With the short video boom set off worldwide, "micro -creation" has become the mainstream form of international communication in the new media era. Users can complete content creation, uploading and reading through social software on mobile devices such as mobile phones, tablets, etc., which has greatly improved it. Propaganda efficiency.

Compared with the previous official and serious external propaganda style and content themes, the diversified communication subjects now enrich the perspective of content creation, and the content of life and affection is the popularity of netizens. From a micro perspective as a incision, it reflects the daily life of the people of our country through a lively picture. Through the way of seeing the micro -knowledge, the international community can truly feel the development of the Chinese economy, the charm of Chinese culture, and the progress of Chinese society. Taking Li Ziyi as an example, as a short video content creator, she successfully "out" with high -quality content internationally, and the number of fans on her social media is equivalent to the United States CNN (CNN). However, the subject matter of the content of the content did not directly preach Chinese culture. Instead, the traditional Chinese cuisine was the main line. From the perspective of small farmers, we made articles around clothing, food, housing, and transportation, and depicting a pleasant picture of idyllic life. Foreign netizens have said that the Chinese rural style and traditional culture presented in Li Ziyi's video are fascinating. Just as the CCTV news comments, Li Ziyi did not tell a good word to praise China, but told the Chinese story. Excellent short video works are enough to play an important mission of cultural output.

On June 25, 2022, the theme of "2022 China, A Date with China", with the theme of "Digital China, Beautiful China, Happy China", was officially launched in Yinchuan, Ningxia.

International communication methods tend to interact and accurate

From one -way instilling to multi -directional interactive communication. The one -way instilling information refers to the unidirectional circulation from the post to the receiving end, and the content of the content will not increase, delete or change the content during the spread. one. New media communication is very different. When information is circulating on the Internet, netizens can realize the real -time communication with information issuers and other information receivers through reprinting, comments, sending barrage, likes, etc. In the interactive communication mode, all interactive content will be recorded by the platform and publicly presented to the follow -up viewers. This means that in the process of circulation, the information will continue to accumulate due to multi -party interaction. The audience can obtain new information from the evaluation of others or discussions with others; The audience summarizes experience in the feedback and provides reference for future content creation.

From the "Guangsha.com" type to precise communication. No matter how high the content is, if the propagation is not accurate, it will cause invalid communication, and the purpose of cultural exchanges will not be achieved. Network information technology has successfully broken the dilemma of information products that is difficult to match the audience. Through big data and algorithms, the new media platform can perform user portraits, analyze the characteristics, preferences and needs of different audiences in different countries, and push information to meet user needs, so as to master the initiative in the process of international cultural exchanges.

Promoting the thinking and suggestions of the new media enable international communication

In the new media era, everyone can participate in story creation, sharing and dissemination through the new media platform, and the world can also learn more Chinese stories through the new media platform. Therefore, promoting new media to enable international communication, it is of great significance for spreading the image of China in the new era and promoting the continuous development of innovation in my country's foreign declarations.

Establish an effective incentive mechanism to guide more people to participate in the spread of Chinese culture. New media technology and platforms have created opportunities and possibilities for the public to participate in international communication. In order to play the power of the masses in international communication, it is necessary to establish an effective incentive mechanism and encourage more people to consciously participate in cultural product creation. For example, organize cultural product creation competitions with enterprises, institutions, schools, etc., and give corresponding material encouragement and spiritual encouragement in accordance with the special needs of employees or students; This stimulates people's creative motivation and so on.

Build a talent team and create the main force for international communication. Making the masses capable of creating valuable cultural products is the key to giving play to the advantages of the masses. Most netizens have the characteristics of instant, scattered, and randomness released by the content of the Internet platform. The content lacks depth, the cultural value orientation is not obvious, the performance is not mature, and the lack of professional technical support. In order to truly play the value of the cultural communication of the masses, you must use problems -oriented to cultivate new media communication talents, give priority to creating the main force of communication, and provide them with professional content guidance, technical training, cultural education, funding support, etc. Provide opportunities for learning and exchanges for the public's participation in external communication. On the basis of this, new talents are constantly tapped. A few drove the majority, gradually strengthening the talent team, and promoting the masses to effectively participate in national culture.

Establish a mechanism for monitoring and evaluation of communication effects to provide experience for improving international communication paths. Establishing a systematic, standardized, and directional effect monitoring mechanism and evaluation mechanism is essential to promote international communication capabilities. Under the blessing of new media technology, the main body of international communication is more abundant, more diverse, more widely covered, and the entire communication system is more complicated and huge. It is necessary to control the overall direction of international communication through system monitoring and communication effects, grasp the Internet to grasp the network The overall situation of public opinion environment. By establishing a unified communication effect assessment standards, guide and standardize the creation of cultural products of the government and the people, use big data to collect the evaluation and feedback of audiences at home and abroad, analyze the development status and existing problems of overseas communication of Chinese culture, and continuously summarize cultural communication experience. Provide reference for future improvement and innovation international communication paths. Strengthen the empowerment of new media and promote the better role of traditional media in international communication. New media is a phased product in accordance with the global modern development. Facing the impact of emerging technologies, traditional media will inevitably face difficulties in transformation and upgrading. Nevertheless, traditional media still have unique advantages in some aspects. Compared with new media, traditional media has been developing for a long time, and has a deeper market foundation and more mature communication concept and operating model. In addition, compared with new media platforms with large traffic, strong liquidity, and fast content, international communication products relying on traditional media are often full, more ideological, more research value, and easier to create brand advantages. Therefore, it is necessary to make full use of the characteristics of new media, wide coverage, and strong interaction, strengthen the empowerment of new media in traditional media, use new media operations to increase the propaganda of traditional media products, and make up for traditional media to spread slowly. The shortcomings of small traffic, narrow coverage, and weak interaction, fully mobilize the resource forces of traditional media, and better play the unique role of traditional media in international communication.

Author: Luo Huifang Contemporary China and the World Research Institute of Scientific Research Management and International Cooperation, Deputy Director of the Ministry of International Cooperation, and Deputy Director of the Research Center of Governance and Governance

Source: "China Internet Council" 2022 Issue 5

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