How to Tell the Story of Chinese-Path Modernization Well in the Digital Age

The "Decision of the Central Committee of the Communist Party of China on Further Comprehensively Deepening Reform and Promoting Chinese-Path Modernization,"[1]1 The "Decision" is a key policy document adopted at the Third Plenary Session of the 20th Central Committee of the CPC in July 2024, outlining comprehensive reforms to advance Chinese-path modernization. adopted at the Third Plenary Session of the 20th Central Committee of the Communist Party of China,[2]2 The Third Plenary Session of the 20th Central Committee of the CPC was held in Beijing in July 2024, focusing on deepening reforms and promoting Chinese-path modernization. emphasizes "enhancing the country's cultural soft power and the influence of Chinese culture" and proposes measures such as "promoting the restructuring of the international communication landscape, deepening the reform and innovation of the international communication mechanisms of mainstream media, and accelerating the construction of a multi-channel, three-dimensional external communication framework. Accelerate the construction of a Chinese discourse and Chinese narrative system, and comprehensively enhance the effectiveness of international communication." Chinese-path modernization contains rich, vivid, and magnificent stories of innovation, creation, and entrepreneurship. Telling the story of Chinese-path modernization well is an important way to shape China's national image and enhance its international discourse power on the new journey, as well as an important means to enhance the country's cultural soft power and strengthen the influence of Chinese culture. It will effectively enhance the communication power, influence, and appeal of Chinese civilization, and improve the effectiveness of international communication.

党的二十届三中全会通过的《中共中央关于进一步全面深化改革、推进中国式现代化的决定》强调，“提升国家文化软实力和中华文化影响力”，并提出“推进国际传播格局重构，深化主流媒体国际传播机制改革创新，加快构建多渠道、立体式对外传播格局。加快构建中国话语和中国叙事体系，全面提升国际传播效能”等举措。中国式现代化蕴含着丰富鲜活、波澜壮阔的创新故事、创造故事、创业故事。讲好中国式现代化故事，是新征程上塑造中国国家形象、提高国际话语权的重要途径，也是提升国家文化软实力、增强中华文化影响力的重要方式，将有效增强中华文明的传播力、影响力、感召力，提升国际传播效能。

In the digital age, digital technologies represented by big data, cloud computing, and artificial intelligence have brought profound changes to the public opinion ecosystem, media landscape, and communication methods. They enable us to tell the story of Chinese-path modernization well and vividly with infinite diversity of expression and stronger communication power. Facing the trends of mobilization, socialization, and visualization in the field of information dissemination, using digital technology to empower the telling of the story of Chinese-path modernization and creating new concepts, categories, and expressions that connect China and the rest of the world has become an important proposition of the times.

数字时代，以大数据、云计算、人工智能等为代表的数字技术，使得舆论生态、媒体格局、传播方式等都发生了深刻变化，能够让我们以无限多样的表现力和更强的传播力讲好讲活中国式现代化故事。面对信息传播领域移动化、社交化、可视化的趋势，以数字技术赋能讲好中国式现代化故事，打造融通中外的新概念、新范畴、新表述，成为重要的时代命题。

Innovate narrative methods to enhance the appeal of "storytelling." A splendid China requires splendid narration. Chinese-path modernization provides new content for expression, new discourse for articulation, and new value connotations for the international dissemination of Chinese civilization. We need to make great efforts to actively step out of the Western narrative framework and tell the story of Chinese-path modernization well using Chinese discourse and Chinese narrative systems. Digital technology provides new ideas and dimensions for innovating narrative methods and enhancing story appeal. We can start from aspects such as interactive narrative, visual narrative, multimodal narrative, and intelligent generation, continuously exploring and practicing new narrative strategies and means. For example, by constructing immersive narrative environments and designing interactive game-style narrative works, audiences can be immersed in the development of the story, thereby stimulating their enthusiasm for participation and creativity; through big data analysis and data visualization technology, complex data can be transformed into intuitive and easy-to-understand charts and images, telling the story behind the data; combining multiple media forms such as text, images, audio, and video for narration, and making good use of emerging narrative methods such as online micro-dramas to enhance expressiveness and appeal.

创新叙事方式，提高“讲故事”的吸引力。精彩的中国需要精彩的讲述。中国式现代化为中华文明国际传播提供了新的表达内容、新的表述话语和新的价值内涵。我们需要下大力气主动跳出西方叙事框架，用中国话语和中国叙事讲好中国式现代化故事。数字技术为创新叙事方式、增强故事吸引力提供了新的思路和维度。可从互动式叙事、可视化叙事、多模态叙事以及智能化生成等方面入手，不断探索和实践新的叙事策略和手段。如通过构建沉浸式的叙事环境、设计具有交互性的游戏式叙事作品等，使受众能够身临其境地参与故事的发展，从而激发受众的参与热情和创造力；通过大数据分析和数据可视化技术，将复杂的数据转化为直观、易懂的图表和图像，讲述数据背后的故事；结合文字、图像、音频、视频等多种媒介形式叙事，善用网络微短剧等新兴叙述方式，提升表现力和感染力。

Build a communication matrix to form synergy in "storytelling." The significance of building a communication matrix lies in linking different audience groups through different channels, thereby enhancing the coverage and influence of information dissemination. To tell the story of Chinese-path modernization well, it is necessary to increase "China's voice volume," play a "symphony," and form a "chorus." First, use digital technology to build a communication matrix with the extensive participation of multiple subjects. The popularization of digital technology has greatly lowered the threshold for content creation and content dissemination; everyone can become a communicator. On the one hand, suitable digital platforms can be selected or developed to aggregate subjects such as domestic and foreign political parties and politicians, international organizations, experts and scholars, social groups, and ordinary people to jointly participate in telling the story of Chinese-path modernization. For example, the phrase "city or not city,"[3]3 "City or not city" (city 不 city) is a viral internet phrase popularized by foreign vloggers in China in 2024, used to ask whether a place has an urban, cosmopolitan vibe. recently popularized by foreign bloggers traveling in China, is a vivid example of telling the story of Chinese-path modernization well from the perspective of foreign narrators. On the other hand, we can break through the thinking that limits communication subjects to humans and introduce intelligent machines to tell stories. The widespread application of digital technologies such as generative artificial intelligence (AIGC) and machine-generated content (MGC) has elevated machines to new communication subjects, with human-machine integration and human-machine interaction becoming a trend. For example, the first national-style virtual human to go overseas for cultural dissemination, "Tianyu,"[4]4 Tianyu (天妤) is a virtual influencer created by a Chinese tech company, designed in a traditional Chinese aesthetic style, and used for cultural promotion overseas. the National Museum's "Ai Wenwen,"[5]5 Ai Wenwen (艾雯雯) is a virtual human employed by the National Museum of China to interact with visitors and provide guided tours. Zhonghua Book Company's "Su Dongpo Digital Human,"[6]6 Su Dongpo Digital Human (苏东坡数字人) is a digital recreation of the famous Song Dynasty poet Su Shi (Su Dongpo), created by Zhonghua Book Company for cultural education. and Xinhuanet's "Xiaozhu"[7]7 Xiaozhu (筱竹) is a virtual anchor developed by Xinhuanet, a major Chinese state news agency, for news broadcasting and cultural content.... These digital humans popularize knowledge and spread culture in human-machine interaction, bringing new experiences to people. Second, leverage digital technology to build an all-media communication matrix. With the continuous development of all media, full-process media, holographic media, full-staff media, and full-effect media have emerged, with information being everywhere, reaching everywhere, and used by everyone. In the digital age, distinctive communication media such as smart TVs, video websites, social media, and short video platforms have laid the foundation for building an integrated and unified all-media communication pattern. We should integrate various media resources, promote the deep integration of emerging media and traditional media, the close collaboration between central media and local media, and the exchanges and cooperation between domestic media and overseas media, providing a broader platform for the dissemination of Chinese stories and achieving all-round, multi-angle dissemination.

构筑传播矩阵，形成“讲故事”的协同力。构建传播矩阵，其意义在于通过不同渠道链接具有差异性的受众群体，从而提升信息传播的覆盖面和影响力。讲好中国式现代化故事，要提高“中国声量”，奏响“交响乐”、形成“大合唱”。一是运用数字技术构建多元主体广泛参与的传播矩阵。数字技术的普及极大降低了内容制造和内容传播的门槛，每个人都可以成为传播者。一方面，可选择或开发适合的数字平台，聚合国内外政党政要、国际组织、专家学者、社会团体、普通民众等主体，共同参与讲述中国式现代化。比如，近段时间被来华旅游的外国博主带火的“city不city”，即是以外国叙述者视角讲好中国式现代化故事的生动例证。另一方面，可突破以人为传播主体的思维，引入智能机器来讲故事。生成式人工智能（AIGC）、机器生成内容（MGC）等数字技术的广泛应用，使得机器跻身为新的传播主体，人机融合、人机交互渐成趋势。比如，首个文化出海的国风虚拟人“‌天妤”、国家博物馆的“艾雯雯”、中华书局的“苏东坡数字人”、新华网的“筱竹”……这些数字人在人机交互中普及知识、传播文化，给人们带来全新的体验。二是借力数字技术打造全媒体传播矩阵。随着全媒体不断发展，出现了全程媒体、全息媒体、全员媒体、全效媒体，信息无处不在、无所不及、无人不用。数字时代，智能电视、视频网站、社交媒体、短视频平台等各具特色的传播媒体，为构建融为一体、合而为一的全媒体传播格局奠定了基础。应整合各类媒体资源，推动新兴媒体与传统媒体的深度融合、中央媒体与地方媒体的通力协作、国内媒体与海外媒体的交流合作，为中国故事的传播提供更广阔的平台，实现全方位、多角度传播。

Focus on segmented communication to enhance the affinity of the "story." Segmented communication embodies a refined communication thinking oriented by audience needs, which can effectively solve the problem of structural mismatch between information supply and demand, meet diverse needs, and improve user stickiness. We can ride the wave of digitalization to precisely draw audience portraits and serve specific target audiences through different technical channels, allowing the story of Chinese-path modernization to achieve precise and effective reach. First, clarify the target audience groups. Use big data investigation and research to outline the thematic framework, heat, and evolutionary characteristics of the public's demand for Chinese stories in different regions and cultural backgrounds, accurately grasp the ways of thinking, expression habits, interest preferences, and differentiated demands of different groups at home and abroad, and identify points of converging interests, common discourse, and emotional resonance, so that people can hear, understand, and accept the stories. Second, rely on algorithm models to customize exclusive communication strategies and provide personalized content. Adopt an intelligent distribution model centered on algorithms, analyze and judge the trends of hot topics, provide different versions of stories for different audiences, and improve the matching degree of demand. Finally, build a content-based recommendation system to promote viral dissemination. While leveraging the guiding power of mainstream media, make good use of platform media to set topic linkages for the story of Chinese-path modernization and guide interaction and sharing. Through the spontaneous diffusion effect of the audience, allow more stories to spread rapidly from one point to multiple points, and then from multiple points to more points, enhancing the actual effect of communication.

注重分众传播，增强“故事”的亲和力。分众化传播体现了以受众需求为导向的精细化传播思维，能够有效解决信息供需结构错配问题，满足多元需求，提高用户黏性。可乘数字化的东风，精确绘制受众画像，通过不同的技术渠道服务特定目标受众，让中国式现代化故事实现精准有效的触达。首先是明确目标受众群体。运用大数据调查研究，勾勒不同地域和文化背景的公众对中国故事需求的主题框架及热度、演化特征，准确把握国内外不同群体的思维方式、表达习惯、兴趣偏好和差异化诉求，找准利益交汇点、话语共同点和情感共鸣点，让人们听得到、听得懂、听得进。其次是依靠算法模型定制专属传播策略、提供个性化内容。采用以算法为核心的智能分发模式，分析研判热点走向，为不同受众提供不同版本的故事，提升需求匹配度。最后是构建基于内容的推荐系统推动裂变式传播。在发挥主流媒体引导力的同时，运用好平台媒体，针对中国式现代化故事设置话题联动、引导互动分享。通过受众的自发扩散效应，让更多故事从一点向多点、再由多点向更多点快速扩散，增强传播实效。

Improve the feedback mechanism to expand the communication power of the "story." Feedback is an important part of the communication process. It can not only test the effectiveness of communication but also facilitate the audience's active involvement in communication activities. Traditional mass communication is often one-way communication where information flows from the publisher to the audience, with the latter's feedback being limited and lagging. With the support of digital technology, audience feedback has the characteristics of immediacy, interactivity, and personalization, forming a closed communication loop. On the one hand, a sound feedback mechanism should be established and improved. Use channels such as social media, short videos, and live streaming to carry out multi-level interactions, give the audience opportunities and platforms to express opinions and suggestions, and respond to audience feedback in real time. On the other hand, an evaluation system adapted to all-media production and dissemination should be constructed to test the effect of telling the story of Chinese-path modernization. Use algorithms and data analysis tools to compile a communication power index evaluation system, conduct real-time monitoring and analysis of audience browsing, likes, reposts, and comments, evaluate the degree to which various needs are met, and measure whether the story's dissemination achieves the effect of persuading, moving, infecting, and influencing people, providing a decision-making basis for optimizing the content supply and communication strategy of the story of Chinese-path modernization; construct an information influence prediction model including factors such as the information publisher, information content, and release time, analyze the attitudes and tendencies in audience feedback through text mining and sentiment analysis methods, adjust narrative strategies in a timely manner, and expand communication power.

完善反馈机制，拓展“故事”的传播力。反馈是传播过程的重要一环，不仅能够检验传播实效，也有利于受众主动介入传播活动。传统的大众传播往往是信息从发布者流向受众的单向传播，后者的反馈有限且滞后。在数字技术的加持下，受众的反馈具有即时性、互动性和个性化的特征，形成了传播闭环。一方面，应建立健全反馈机制。利用社交媒体、短视频、直播等渠道开展多层次互动，给予受众表达意见和建议的机会与平台，即时响应受众反馈。另一方面，应构建适应全媒体生产传播的评价体系，检验讲述中国式现代化故事的效果。利用算法和数据分析工具，编制传播力指数评价体系，对受众的浏览、点赞、转发、评论等进行实时监测和分析，评估各类需求被满足程度，测量故事的传播是否达到说服人、打动人、感染人、影响人的效果，为优化中国式现代化故事的内容供给和传播策略提供决策依据；构建包含信息发布者、信息内容、发布时间等因素的信息影响力预测模型，通过文本挖掘和情感分析方法分析受众反馈中的态度和倾向，及时调整叙事策略，扩大传播力。

Online Editor: Paul

网络编辑：保罗