The Chinese Dream Is an Excellent Opportunity for Improving and Strengthening International Communication

Qiang Ying, Director of the Journalism Institute

Shanghai Academy of Social Sciences

Abstract

The Chinese Dream has both a personal touch and wider international communication effects. It is a good topic for initiating a conversation as it has much room for personal interpretation and explanation; it may also act as an opportunity for improving and strengthening China’s international communication.

I. Understanding the Importance of International Communication for the Chinese Dream

What concerns the world right now are the plans the new Chinese leadership has for China’s domestic development, along with its intent on increasing its international influence, embodied by the concept of the Chinese Dream itself. The world wants to know if China will make reforms in its governance, what specifically will be reformed and how such reforms will be carried out. Another major topic of concern is what position China will take on the international stage, and if China’s rise is an opportunity, or a threat, to other international bodies. International communication in regards to the Chinese Dream must clear the air for foreign audiences. In order to begin a dialogue with the rest of the world on the “Chinese Dream”, we will have to ultimately focus on four topics: peace, development, cooperation and win-win outcomes.

Second, it must be understood that the Chinese Dream is different from the American Dream both politically and culturally; the Chinese dream is one of the nation and all Chinese families therein.

II. Stories Shall Be Told on the Chinese Dream from Multiple Angles

First, we need to explain the grand concept of Chinese Dream by giving detailed accounts on government policies.

Second, we need to honestly voice our concerns. Focusing just on China’s achievements and avoiding tougher issues will not work here. China needs to identify and explain its problems, and tells the world the stories of the Chinese Dream.

Third, China needs to present the Chinese Dream from different perspectives while recognizing the specific role civil societies have to play in presenting the dream.

III. Learning from Foreign Journalism and Using Proper Communication Platforms

We have a number of foreign-language media outlets, but in terms of foreign audiences we have a limited influence. For example, only 2.5% of viewers in the five major nations of the world know about China Central Television (CCTV). This has something to do with the habits of the viewers, and it also relates to their own ideas of journalism and journalistic practices.

We need to take advantage of existing media outlets. At present, the peoples of other nations receive information about China mainly through their own mainstream media outlets. This cannot hope to be changed in a short period of time, but we can start thinking about how we create our own news content. We must provide sources and contents preferred by foreign media when they cover relevant issues. We need to understand the workings and norms of foreign press agencies.

Next, we need to emphasize the use of new media. Our government agencies, companies and organizations have all gone online through microblogging websites. But in countries such as the US, where the Internet news industry and social media are booming, we have a limited presence on popular platforms such as Facebook and Twitter.

Lastly, we need to make use of marketing and PR strategies for communicating the Chinese Dream. Political communication is an important subject in American communication and political studies. We also need to make use of modern artistic styles and pop culture to further “promote” the Chinese Dream; this may be best achieved by working with professional marketing teams.

As well, international communication is not only media communication. Greater levels of agreement and understanding between governments, universities and companies may also be fostered through seminars, summits or events, in which China’s latest developments are explained to foreign audiences; such an approach is sure to achieve results in the end.