Cultural stories are changing day by day, and international communication is strong

From October 7 to 8, 2023, General Secretary Xi Jinping made important instructions at the National Conference on Propaganda, Ideology and Culture, proposing to "focus on strengthening international communication capacity building and promoting exchanges and mutual learning among civilizations". International communication capacity is an important indicator to measure a country's soft power and an important factor in judging a country's cultural influence. Strengthening the capacity of international communication of Chinese culture and continuously improving the communication power and influence of Chinese culture are the needs of the practice of Chinese-style modernization, the need to show China's image to the world, and the need to change China's image from "other molding" to "self-shaping".

The main body of communication is diversified, and multiple parties participate in gathering energy.

General Secretary Xi Jinping pointed out: "To tell the story of China well, not only the comrades of the central authorities, but also leading cadres at all levels must tell it; not only the propaganda departments and the media must tell it, but also the actual work departments and all fronts." "To improve the ability of cultural communication to the outside world, to tell the story of Chinese culture well, the storyteller is very important. It is necessary to expand the main body of communication, give full play to the advantages of various subjects, and form a communication pattern in which multiple subjects work together.

The government is an important subject in the international dissemination of Chinese culture, and plays a major role in leading the dissemination and guiding the development of public opinion. With the rapid development of the Internet and new media technology, the government has made great efforts to create a new type of mainstream media and use official media platforms to disseminate mainstream values according to the transformation of the audience's way of receiving information from traditional paper carriers to network carriers, and from individual passive information receiving to interactive information reception. At the same time, cultural enterprises not only obtain economic benefits by exporting cultural commodities and expanding the scale of cultural services, but also continue to promote excellent Chinese culture to the world, and win social benefits in the output of cultural products with Chinese characteristics, embodying Chinese spirit and containing Chinese wisdom. In addition, the development of new media technology and the empowerment of the Internet have strengthened the awareness of individual communication, and the advantages of individual communication have become increasingly prominent. With its daily, life, and concrete characteristics, individual communication can be closer to the daily life of the people, and it is easier to stimulate the emotional resonance of domestic audiences and overseas audiences. Individual communication allows the audience to feel the beauty of Chinese culture in emotional commonality and cognitive resonance by constructing a personalized narrative framework, creating an equal communication field, and creating an interactive communication mode. In short, to improve the international dissemination capacity of Chinese culture, it is necessary to gather the strength of all subjects, let multiple forces participate in it, and work together to promote cultural dissemination.

The content of the communication is enriched, and the storytelling is resonant.

General Secretary Xi Jinping stressed: "Telling Chinese stories well, spreading Chinese voices well, and presenting a real, three-dimensional and comprehensive China are important tasks for strengthening the mainland's international communication capacity. "Telling China's story to the world is the starting point and the end point of strengthening international communication capacity. The Chinese story is rich in connotation, covering the profound cultural heritage of the Chinese nation, accommodating the development process of China's revolution and construction, and encompassing the leap of the Chinese people's life from insufficient food and clothing to a well-off life. To improve the ability of Chinese culture to spread internationally, we must strive to tell the stories of China's excellent traditional culture, revolutionary culture and advanced socialist culture, so that the world can see China's progress and the arduous efforts made by the Communist Party of China for the happiness of the people and the rejuvenation of the nation, and understand why the Communist Party of China is capable, why Marxism works, and why socialism with Chinese characteristics is good.

General Secretary Xi Jinping has also repeatedly proposed that "we should adopt precise communication methods close to different regions, different countries and different groups of audiences, promote the global, regionalized and differentiated expression of Chinese stories and Chinese voices, and enhance the affinity and effectiveness of international communication." "To tell Chinese stories well, first of all, we must do a good job of focusing and refining, deeply analyze the cultural preferences of foreign audiences, and adjust the communication content and communication methods according to the cultural Xi and cultural aspirations of different countries to meet their cultural needs." Second, it is necessary to grasp the acceptance Xi of foreign audiences, integrate world popular elements into Chinese stories, establish a stable and benign interactive relationship with the audience, and realize cultural immersion communication. In a receptive and easy-to-understand language, we combine what we want to say with what our foreign audience wants to hear. Finally, it is necessary to deal with the feedback of foreign audiences in a timely manner, establish and improve the information and data processing system, adjust the foreign cultural communication activities according to the feedback, and improve the level of accurate communication.

The communication method is innovative, and the technology is leading the circle.

General Secretary Xi Jinping proposed that "we should focus on promoting international communication capacity building, innovating external publicity methods, strengthening the construction of the discourse system, striving to create new concepts, new categories and new expressions that integrate China and foreign countries, telling Chinese stories well, spreading Chinese voices well, and enhancing the right to speak in the international arena." The innovation and optimization of communication methods can not only promote the tension of the diversified development of Chinese culture, but also expand the capacity of communication effects. In the era of traditional media, cultural communication mainly relies on television, radio, traditional paper media and other forms, and the audience can only passively receive information. With the advent of the new media era, the role of new media represented by short videos and live broadcasts in cultural communication has become more and more prominent, and various new media network platforms have also emerged. With its convenience, extensiveness, interactivity and immediacy, modern media has broken the stereotyped, delayed and one-way communication methods of traditional media, realized two-way interaction, and enhanced cultural sharing, interaction and innovation. It is necessary to make use of the micro narrative mode of new media to accelerate the transformation of cultural communication from the official platform to the main body of mass media, from grand narrative to micro narrative, cross cultural differences, break through cultural barriers, and promote cultural dissemination to the outside world.

The innovation of communication methods benefits from the support of science and technology, and cultural communication should make full use of the technological advantages of new media to promote the deep integration of culture and technology. The emergence of emerging technologies such as big data, cloud computing, and artificial intelligence has injected scientific and technological power into the update and development of communication methods, and promoted the continuous emergence of new media. Driven by the effectiveness of science and technology, the mode of communication has begun to break through the boundaries of a single medium, and there is a trend of media convergence. The all-media communication system built with the help of the popularization of mobile terminals and the acceleration of the network is the result of the development of media integration. Omni-media communication empowers multiple senses with digital technology, and immersive communication based on VR, AR, MR and other technologies has become the main way of cultural interaction. The integration and penetration of the media have expanded the mode of cultural communication, opened up diversified communication channels for cultural communication, and enhanced the pertinence and interactivity of communication. In short, empowering cultural communication with science and technology can promote the integrated development of traditional media and emerging media, and realize the "circle-breaking" communication of Chinese culture.

Promoting the international dissemination of Chinese culture and promoting the integrated development of civilizations is an important task for building a great modern socialist country. Therefore, it is urgent to strengthen the capacity building of international communication of Chinese culture, widely publicize China's ideas, Chinese wisdom and Chinese solutions, and enhance the discourse and influence of Chinese culture in the international community, so as to better tell the story of Chinese culture, promote Chinese culture to the world, and let people around the world feel the charm of Chinese culture.

Source: Jingchu Network (Hubei Daily)

Author: Yan Yu (2023 master's student, College of Marxism, Huazhong Agricultural University)

Supervisor: Fang Fei (Associate Professor, College of Marxism, Huazhong Agricultural University)

Editor-in-charge: Wang Shuxian