External communication should be more confident and calm
Zhang Yiwu
The status of China's external communication has been attracting attention and discussion. To do a good job in external communication, of course, we must take into account the ideas of the audience, pay attention to the cultural backgrounds and differences in the social environment of people in different societies, and have a deep understanding of the audience, so as to be able to adapt to their needs, which is of course very important. The improvement of external communication in this regard also requires long-term efforts. Of course, there is another side to the problem. The key to external communication is to let the world better understand and understand China's values and China's real situation, so that China's image is "credible, lovely and respectable". External communication is both different from internal communication, as well as common and similarities, and it is impossible to be completely separated.
On the one hand, external and internal communication have their consistency in their fundamental nature, and both must objectively and truly reflect China's situation, objectively and truly reflect what Chinese think and think, and Chinese values and social choices. There is no difference in this regard. External communication also has such basic characteristics, these basic adherences can not be fundamentally changed due to the different objects of propaganda, otherwise it may become a simple response to the audience, which will also form an undesirable effect on the other side, and it is impossible to achieve effective external communication. The fundamental of foreign communication is to adhere to China's national interests and social choices, which cannot be changed due to the difference in objects, of course, we must also attach great importance to the aspects of the particularity of foreign communication, and organically combine the basic persistence with the grasp of the characteristics of foreign communication.
On the other hand, in the current global environment, especially in the environment of the Internet, there will be no clear boundary between external and internal communication. The current situation of the international public opinion field is also fully understood by the Chinese public, and the will and ideas of the Chinese public and China's national interests and national choices will certainly be understood by people in the world. In fact, both internal and external expressions will attract global attention. Of course, the differences in the objects of dissemination should arouse great attention, and at the same time, we must also see the influence and effect between each other. The differences in the field of public opinion need to be highly concerned, but their current role in each other cannot be easily ignored. In fact, external communication also needs to better grasp the law of communication.
Objectively speaking, foreign communication has indeed encountered some deliberate shielding, distortion and obstruction by some US and Western forces, and on the "home field" of their public opinion, there are many false and fabricated deliberate dissemination of China's image, which is also their internal and external dissemination, on the one hand, such propaganda at home, and on the other hand, malicious dissemination against China for developing countries and so on. Such a situation has also emerged more with the development of China and the growth of China's contribution to the world. Such transmission is often explicitly malicious and destructive. How to make China's voice in response to these false spreads is not a "quarrel", but to let the real image of China be objectively displayed in the field of global public opinion. This kind of effort is indeed not necessarily accepted by some Western audiences, because of their long-term ideological prejudice and influence, as well as the narrow and one-sided vision of Some stereotypes of China, of course, on the one hand, need to give them the real situation in a way that adapts to their acceptance. On the other hand, it is also necessary to state the real situation with firm expression. In such a situation, refutation and counterattack are also necessary. It's also a necessary way to break through the shielding and distortion.
This is to resolutely safeguard China's interests and image in different situations and occasions, in various ways and in various ways. What kind of way is appropriate, what kind of way can be heard, can be used. Adapting to the audience, of course, this audience is still an audience that can listen to it to a certain extent, and it will have good results. For those who are full of prejudice and fundamentally distort the reality of China, they often directly expose their falsehood and untruth, and refute and fight back against them in a powerful way, which will also achieve good results. In the process of propagation, various methods and paths are needed as long as they can have good results. Resolutely speaking with facts and firmly defending basic values is the premise of all communication, of course, various methods are also needed, and the understanding of the audience is needed, so as to take a variety of ways. Clarifying the facts, firmly refuting groundless attacks and accusations, and firmly defending the facts are also indispensable and important ways in dissemination.
External communication should pay attention to the laws and characteristics of communication, which requires more self-confidence and more calmness