Self-identified 5 predicaments in China's international communications

Supposedly external communication actually targets domestic audience and risks fueling nationalist and exclusionary sentiments. Self-entertainment. Fabricate perfect plotlines. The list goes on.

On May 30, 2022, an interesting WeChat blog burst into China’s domestic public opinion. 浙江宣传, or Zhejiang Publicity, vows to be as direct as possible, saying in its first post

在这里，我们将做到主动发声，直击热点、解剖难点，第一时间表达我们的思想主张。我们也会做到善于发声，在表现形式和风格上遵循互联网传播规律，不绕弯子、不卖关子。

Here, we will strive to proactively voice our opinions, addressing hot topics and dissecting challenges, expressing our positions in a timely manner. We will also ensure that we are adept at speaking out, following the rules of internet communication in terms of presentation format and style, without beating around the bush or creating suspense.

At a time when Chinese state media increasingly adopt pseudonyms in messaging, the name of the WeChat blog stands out by telling the audience exactly who it is. If the four-character word 浙江宣传 is not clear enough, there is a one-line note following it

中共浙江省委宣传部官方公众平台

Official Public Platform of the Communist Party of China Zhejiang Provincial Committee Publicity Department

After one year, the WeChat blog reported last month that 2.7 million people have become subscribers, and over 74.8% of its 765 posts have each hit over a hundred thousand views (100k is a significant mark for a WeChat blogpost).

Its most successful post, “人民至上”不是“防疫至上” (“People First,” not "Epidemic Control First”), which Pekingnology timely shared at the time, was widely seen as a milestone moment in Beijing’s abrupt and dramatic shifting from zero-COVID. That piece got 20 million views on WeChat alone and registered over 1.25 billion views across all Internet platforms.

Earlier this week, Zhejiang Publicity published 国际传播必须破解五大“困局” International communication must overcome five major predicaments and made some very interesting points.

China has long held that there should be a clear distinction between so-called “internal communication” and “external communication.” The blogpost says the No.1 predicament is that China’s external communication has increasingly converged to its domestic one, and identifies problems such as

presenting a one-sided positive image, emphasizing only the positives and strengths, avoiding reporting on challenges or difficulties, and simply copying and pasting bureaucratic and political jargon

It even cites what it says was Henry Kissinger’s observation:

While China is doing well, the presentation is too perfect, and who would believe that there is a country without flaws.

It adds

One strange thing is that the success or failure of an external communication report or project is often determined by the reaction of domestic netizens. In some places, the primary target of external communication work is the domestic audience, or even just local superiors. Some people have commented that the focus on considering domestic audience sentiment has turned into a mentality of "as long as the domestic audience is high."

The blogpost further warns

If domestic publicity methods are simply applied, it not only goes against the principles of international communication but also runs the risk of fueling nationalist and exclusionary sentiments in the online sphere, further deepening the divide and misunderstandings between domestic and international audiences.

Pleasing Chinese officials in what is supposed to be international messaging is described by the blogpost as “self-entertainment,” for example

In some places, to align with the visits of leading cadres, they spend money to buy a few newspaper pages or broadcast a few promotional videos in relatively insignificant overseas media outlets, considering it as external publicity. Such international communication without influence is essentially ineffective self-entertainment.

The blogpost also appears to encourage more coverage of China’s problems, rather than propagating everything everywhere all at once is perfect

Authenticity reaches the hearts of people. Telling good stories about China is not about fabricating perfect plotlines but about sharing the most authentic stories of our country. Considering the vastness of China, its large population, and its uneven and incomplete development, encountering problems is normal at this stage of development. We do not deny problems; instead, we adhere to a problem-oriented approach and continuously strive for progress while addressing these issues. To excel in international communication, we need to uphold the principles of objectivity and rationality, and effectively present our own stories in a down-to-earth and evidence-based manner. As stories accumulate, they shape people's views, impressions, and public opinions, ultimately forming a country's image.

Before a full translation, just by the way, Wang Gang, head of the Zhejiang Provincial Party Publicity Department, in April was promoted to become Deputy Minister of the Central Publicity Department.

国际传播必须破解五大“困局”

International communication must overcome five major predicaments

Not long ago, a foreign girl living in Chongqing posted a series of videos on TikTok recommending Chongqing. In less than a day, the videos garnered millions of views, attracting attention and likes from netizens around the world. The showcased Chongqing cuisine, architecture, attractions, and local customs in the videos were captivating, leading international netizens to dub Chongqing as the "Dream City."

The success of Chongqing on TikTok is commendable. Despite cultural differences and diverse perspectives, people from distant places are naturally drawn to and yearn for beautiful things.

Reflecting on international communication, in recent years, we have invested significant human and material resources and launched numerous products in the field of international communication, achieving some good results. However, it's important to acknowledge that our efforts and investments have not received proportional returns. Sometimes, they are distorted, criticized, attacked, or smeared.

Someone has pointed out succinctly that China's international communication faces bottlenecks such as "more coverage, less depth; more repetition, less creativity; more dissemination, less interaction; more theoretical, less practical; more superficial, less profound; more official, less grassroots; more self-entertainment, less breakout; more products, fewer masterpieces." Upon careful consideration, there is some truth to it.

Today, let's discuss this topic. What are the "predicaments" we currently face in international communication? And how can we "break through" these predicaments?

Predicament One: The Tendency towards Internal Communication in External Communication

In the era of mobile internet, the boundaries between internal and external communication have become increasingly blurred. Internal communication products can "overflow" into the international public opinion arena, and external communication content often "returns" to the domestic public opinion sphere. This blurring of "internal" and "external" has led to some external communication works adopting the style of internal communication in recent years.

For example, there is a tendency to present a one-sided positive image, emphasizing only the positives and strengths, avoiding reporting on challenges or difficulties, and simply copying and pasting bureaucratic and political jargon. International affairs expert Henry Kissinger once candidly said that while China is doing well, the presentation is too perfect, and who would believe that there is a country without flaws. This observation is not unfounded.

One strange thing is that the success or failure of an external communication report or project is often determined by the reaction of domestic netizens. In some places, the primary target of external communication work is the domestic audience, or even just local superiors. Some people have commented that the focus on considering domestic audience sentiment has turned into a mentality of "as long as the domestic audience is high."

In reality, internal and external communication have different targets, purposes, and should differentiate their content and approaches. There should be a distinction between "internal" and "external" communication. If domestic publicity methods are simply applied, it not only goes against the principles of international communication but also runs the risk of fueling nationalist and exclusionary sentiments in the online sphere, further deepening the divide and misunderstandings between domestic and international audiences.

Predicament Two: the tendency of "superficiality" with grand narratives and lack of details

In the publishing industry in Germany, there is a popular saying: "Stories drive a nation." It means that the more widely a country's stories are spread, the more the world knows about it. Of course, a good story requires genuine emotions and captivating details to truly move people. If a story only has a hollow structure without authentic and nuanced details, it is difficult to achieve effective communication.

For example, one of our problems is that the narrative is too grand. In recent years, Chinese mainstream media has made considerable efforts in promoting the national image and has released a series of "internationalized" and "inspiring" promotional videos. However, many people have expressed that some videos suffer from the drawbacks of being too broad in theme, having too many characters, excessive accumulation of concepts, one-way communication, and a lack of empathy.

On the other hand, analyzing successful works in terms of their communication effects, we can observe that they place more emphasis on presenting details and the genuine thoughts of ordinary people. Through these meticulously crafted stories, international netizens can feel the sincerity of emotions, leading them to develop a deep appreciation and fondness for Chinese culture. This is more engaging than grand political issues and abstract economic data.

Predicament Three: the tendency of following the old rules and sticking to the old ways

The internet has brought a series of impacts on international communication, leaving some workers with a feeling of "not knowing how to use new methods, old methods not being effective, and being afraid to use effective methods." However, some places still cling to old experiences and methods, emphasizing quantity over quality, form over effectiveness, and focusing on top-down approaches rather than grassroots initiatives. They are enthusiastic about showcasing officials' attendance and pursuing surface-level excitement in activities, solely for the purpose of completing tasks.

For example, the content can be excessively monotonous. When it comes to China, people often associate it with traditional Chinese opera, Dunhuang artifacts, porcelain, and the like. Consequently, these elements have become commonly used symbols in some local external publicity efforts. Many internet users have expressed that activities related to these symbols mainly attract local overseas Chinese communities, while many foreigners cannot comprehend them.

Another example is the overly simplistic means employed. In some places, to align with the visits of leading cadres, they spend money to buy a few newspaper pages or broadcast a few promotional videos in relatively insignificant overseas media outlets, considering it as external publicity. Such international communication without influence is essentially ineffective self-entertainment.

Predicament Four: The tendency towards vague targeting and misaligned content in a "generalized" manner

Different countries have different political systems, varying levels of economic development, and distinct local customs. Simply employing a "one-size-fits-all" approach, which lacks focus, prioritization, and hierarchy in communication, is unlikely to achieve the desired results and may even have negative effects.

For example, in the promotion of the Belt and Road Initiative in countries along its route, with dozens of countries having different political, economic, cultural, and social environments, the lack of differentiated and precise communication will inevitably affect the understanding and acceptance of the initiative among the populations of these countries.

Furthermore, research conducted by scholars has found that some Chinese media’s international correspondents have a weak sense of audience awareness. They may consider it sufficient if their reports are seen, without specifically considering who their audience is and where they are located.

Predicament Five: The tendency towards fragmented efforts and individualistic approaches

As the international communication landscape continues to evolve, with participation from various sectors including governments, enterprises, universities, non-governmental organizations, social groups, and individual citizens, there is growing enthusiasm for international communication. However, the integration of resources and cooperation among different entities is still lacking, and a truly segmented and cohesive framework for external publicity has yet to be formed.

For example, in recent years, many regions have chosen to promote external publicity through various festivals, exhibitions, and summits. However, these activities often suffer from issues of repetitive content and homogeneous competition, leading to a fragmented approach where departments operate independently, failing to generate the synergistic effects of a comprehensive strategy. General Secretary Xi Jinping pointed out, "With our remarkable national achievements and strong momentum, and with all the good deeds we have done in the world, we have the greatest capital for shaping international public opinion. If we have the ability to do things well in China, then why wouldn't we have the ability to tell China's story well? We should have confidence!"

To overcome the predicaments in external publicity, there are many methods, and pathways, but the key lies in telling the story of China and the Communist Party of China. Stories serve as a means for a country to "travel" to various countries around the world. For someone who has never visited China, their perception of the country largely depends on whether we can tell compelling and vivid stories.

In a previous article titled "How to Match the 'Voice of China' with China's Influence," it was mentioned that telling good stories requires us to tell "good stories," but it's not only about telling "good stories." In the context of storytelling, the following points are worth considering:

Innovation promotes communication. Foucault argued that "discourse is power." To excel in international communication, we need to avoid being trapped in the Western discourse system and continuously innovate our own discourse system for external communication. Different narrative approaches should be employed for different target audiences and communication contexts, releasing China's values, significance, and propositions. Concepts such as "whole-process democracy," "a community with a shared future for mankind," and "global development initiatives" that embody distinctive Chinese characteristics and wisdom require us to consistently provide comprehensive interpretations and vividly showcase Chinese thoughts, allowing the world to better understand China.

Empathy generates resonance. Only by capturing the common emotions and aligning with the feelings of foreign audiences, combining what we want to convey with what foreign audiences want to hear, integrating emotions with rational arguments, and empathetically narrating emotionally engaging Chinese stories, can we bridge the distance and strengthen emotional identification.

Authenticity reaches the hearts of people. Telling good stories about China is not about fabricating perfect plotlines but about sharing the most authentic stories of our country. Considering the vastness of China, its large population, and its uneven and incomplete development, encountering problems is normal at this stage of development. We do not deny problems; instead, we adhere to a problem-oriented approach and continuously strive for progress while addressing these issues. To excel in international communication, we need to uphold the principles of objectivity and rationality, and effectively present our own stories in a down-to-earth and evidence-based manner. As stories accumulate, they shape people's views, impressions, and public opinions, ultimately forming a country's image.

Attention to detail leads to better outcomes. Rather than focusing on grand narratives, magnificent scenes, and hollow preaching, individual stories that may seem ordinary have the power to showcase sincere emotions and resonate with the audience. This requires paying more attention to the lives of ordinary people, immersing ourselves in their vibrant lives, approaching them with empathy and reverence, and portraying vivid portraits of ordinary people, ordinary families, and vulnerable groups. By doing so, we can present a more authentic, multidimensional, and comprehensive picture of China.

A chorus amplifies the voice. International communication is not solely the responsibility of the media or foreign affairs departments but involves all sectors and the entire society. Any organization or individual has the potential to become a protagonist in international communication. By fully mobilizing and coordinating the resources and strengths of central and local authorities, official and non-governmental entities, domestic and foreign-posted entities, institutions and individuals, state-owned and private enterprises, we can adopt a multi-angle, three-dimensional approach to tell China's stories and disseminate the Chinese voice. (Enditem)

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