The Logical Path of General Secretary Xi Jinping’s Important Discourses on Strengthening International Communication Capacity Building

The world today is undergoing changes unseen in a century, with the international landscape being profoundly reshaped, the information revolution accelerating, and the global public opinion arena increasingly becoming a forward position in the strategic game among major powers. At the same time, the great rejuvenation of the Chinese nation is unstoppable, China’s comprehensive national strength and international status continue to rise, and the international community’s attention to China has reached an unprecedented height. However, the overall situation of the international public opinion landscape, where “the West is strong and we are weak,” has not yet been fundamentally reversed, and China still faces the real predicament in international communication that its communication capacity does not match its comprehensive national strength. Against this backdrop, strengthening international communication capacity building has transcended the traditional scope of external propaganda and has risen to a major strategic task concerning national sovereignty, security, and development interests. Since the 18th National Congress of the CPC, General Secretary Xi Jinping, based on the overall strategy of the great rejuvenation of the Chinese nation and the changes unseen in a century, has delivered a series of important speeches on strengthening and improving international communication work, explicitly emphasizing the need to “strengthen international communication capacity building and comprehensively enhance the effectiveness of international communication.” An in-depth review and study of the logical path and value implications of General Secretary Xi Jinping’s important discourses on strengthening international communication capacity building will help accurately grasp their theoretical essence and practical direction, providing ideological support and action guidance for comprehensively enhancing China’s international influence.

当今世界正经历百年未有之大变局，国际格局深刻重塑，信息革命加速推进，全球舆论场日益成为大国战略博弈的前沿阵地。与此同时，中华民族伟大复兴势不可挡，我国综合国力与国际地位持续提升，国际社会对中国的关注达到前所未有的高度。然而，当前国际舆论格局“西强我弱”的总体态势尚未根本扭转，我国在国际传播中仍面临国际传播能力同综合国力不相匹配的现实困境。在这一背景下，加强国际传播能力建设已超越传统外宣范畴，上升为关乎国家主权、安全和发展利益的重大战略任务。党的十八大以来，习近平总书记立足中华民族伟大复兴战略全局和世界百年未有之大变局，就加强和改进国际传播工作发表一系列重要讲话，明确强调要“加强国际传播能力建设，全面提升国际传播效能”。深入梳理和研究习近平总书记关于加强国际传播能力建设重要论述的逻辑进路与价值意蕴，有助于准确把握其理论精髓与实践指向，为全面提升中国国际影响力提供思想支撑与行动指南。

I. Logical Starting Point: Strategic Initiative Based on the Changes of the Era

一、逻辑起点：立足时代变局的战略主动

The formation of major strategic thinking often stems from a profound insight into the trends of the times. General Secretary Xi Jinping’s important discourses on strengthening international communication capacity building are a scientific judgment and proactive arrangement made with high strategic clarity, based on the overall strategy of the great rejuvenation of the Chinese nation and the changes unseen in a century. This series of important discourses not only scientifically responds to the challenges and opportunities China faces in international communication but also profoundly embodies the strategic initiative of the Party and the state in responding to the changes of the times, solving real-world difficulties, promoting national rejuvenation, and undertaking the mission of civilization. Therefore, to deeply understand the internal logic of General Secretary Xi Jinping’s series of important discourses, one must trace back to the era context and real-world motivations of their formation, grasp the scientific assessment of the international landscape and China’s position contained within them, and the strategic self-awareness and proactive responsibility thus demonstrated.

重大战略思想的形成，往往源于对时代发展趋势的深刻洞察。习近平总书记关于加强国际传播能力建设的重要论述，是立足中华民族伟大复兴战略全局和世界百年未有之大变局，以高度的战略清醒作出的科学判断与主动布局。这一系列重要论述，既科学回应了中国在国际传播方面面临的挑战与机遇，也深刻体现了党和国家回应时代之变、破解现实之困、推动民族复兴、担当文明使命的战略主动。因此，要深入理解习近平总书记系列重要论述的内在逻辑，就必须深入回溯其形成的时代语境与现实动因，领会其中所蕴含的对国际格局与中国方位的科学研判，以及由此展现的战略自觉与主动担当。

(I) Changes of the Times: A Century of Transformation Accelerates the Reshaping of the International Discourse Order

（一）时代之变：百年变局加速国际话语格局重塑

The right to speak is a form of power that uses discourse as a vehicle to influence reality, manifesting in practice as a non-coercive, non-violent form of deep-seated discipline over cognition and behavior. For a long time, major Western countries, relying on their advantages in economic and technological development, have held the dominant right to speak on the international public opinion stage, with the overall international communication landscape showing a pattern of “the West is strong and we are weak.” Currently, the world is undergoing changes unseen in a century, and the “center-periphery” discourse order long dominated by the US and Western countries is gradually disintegrating, while a more diverse, equal, yet also more competitive international discourse order is accelerating its formation. On the one hand, emerging economies, with China as a representative, are changing the long-standing international discourse hegemony of the US and Western countries through their own modernization development models, institutional innovations, and governance wisdom, pushing the setting of the international agenda towards a fairer and more inclusive direction. On the other hand, new media platforms driven by algorithmic technology are developing rapidly, accelerating the decentralization of international information production and the diversification of communication channels. While challenging the discourse monopoly of traditional Western mainstream media, this also provides an unprecedented historical opportunity for late-developing countries to enhance their international right to speak. Against this backdrop, China has achieved great success in economic and social development in recent years, with its comprehensive national strength significantly enhanced, attracting increasing attention from the international community. Currently, China’s economic output is firmly in second place globally, its manufacturing scale is the world’s largest, and its contribution rate to world economic growth has remained around 30%. Its “hard power” is beyond doubt, but its “soft power” does not match its “hard power,” and “securing the international right to speak is a major issue we must resolve well.” It is based on this that General Secretary Xi Jinping has elevated international communication capacity building to a national strategic level for planning, explicitly stating the need to “strengthen international communication capacity building, comprehensively enhance the effectiveness of international communication, and form an international right to speak that matches our comprehensive national strength and international status.”

话语权是一种以话语为载体来影响现实的权力形态，在实践上表现为以非强制、非暴力的形式实现对认知与行为的深层规训。长期以来，西方主要国家凭借其先发经济与科技优势，在国际舆论舞台上掌握着主导话语权，国际传播格局整体呈现“西强我弱”的态势。当前，世界正经历百年未有之大变局，由美西方国家长期主导的“中心—边缘”话语秩序正在逐步瓦解，一个更加多元、平等同时也更具竞争性的国际话语格局正在加速形成。一方面，以中国为代表的新兴经济体，凭借自身的现代化发展模式、制度创新以及治理智慧，正在改变美西方国家长期主导的国际话语霸权，推动国际议程设置朝着更公平、更包容的方向演进。另一方面，以算法技术为驱动的新媒体平台迅猛发展，加速了国际信息生产的去中心化与传播渠道的多元化，在挑战传统西方主流媒体话语垄断的同时，也为后发国家提升国际话语权提供了前所未有的历史契机。在这一背景下，中国近年来经济社会发展取得巨大成就，综合国力显著提升，正吸引着国际社会越来越多的关注。当前我国经济总量稳居世界第二位，制造业规模等稳居世界第一，对世界经济增长的贡献率一直保持在30%左右，“硬实力”毋庸置疑，但“软实力”与“硬实力”还不匹配，“争取国际话语权是我们必须解决好的一个重大问题”。正是基于此，习近平总书记将国际传播能力建设提升到国家战略高度加以谋划，明确提出要“加强国际传播能力建设，全面提升国际传播效能，形成同我国综合国力和国际地位相匹配的国际话语权”。

(II) Real-World Predicament: The “Other-Shaped” Dilemma Restricts the Projection of the National Image

（二）现实之困：“他塑”困境制约国家形象传播

A national image is the international community’s comprehensive perception of a country’s overall strength, cultural characteristics, etc. The process of its construction is essentially a dynamic game between “self-shaping” and “other-shaping.” However, constrained by the structural imbalance of the international communication order, the interaction between this subjective construction and objective projection is often in an asymmetric state. For a long time, the US and Western countries, relying on their historically accumulated discourse dominance and media resource advantages, have deliberately distorted or even slandered China’s development path and institutional choices, driven by their own national interests and ideological biases. This overtly biased public opinion content, repeatedly encoded, amplified, and diffused by mainstream media in the US and the West, has subtly exacerbated the international community’s cognitive bias against China. At the same time, due to the relative lag in international communication capacity building, we have obvious shortcomings in mainstream platform coverage, agenda-setting, and discourse system construction. This leads to insufficient visibility and limited penetration of the “self-shaped” image, making it difficult to effectively break through the cognitive barriers of public opinion long dominated by the West. Within this structural predicament, China’s national image is often embedded into a preset narrative framework of othering, making it difficult for the international community to objectively perceive a true, multi-dimensional, and comprehensive image of China. This deviation and misinterpretation in the perception of China’s image not only distort the international community’s understanding and identification with China but also, at a deeper level, weaken our right to speak and soft power on the international stage. In response, General Secretary Xi Jinping has emphasized the need to make great efforts to strengthen international communication capacity building, accelerate the construction of a strategic communication system with distinctive Chinese characteristics, and shape a “credible, lovable, and respectable” image of China. This strategic deployment is precisely a systematic response to the inadequacy of the national image’s “self-shaping” capacity, aiming to present a true, multi-dimensional, and comprehensive China to the world through our own efforts and proactive actions.

国家形象是国际社会对一国整体实力、文化特质等的综合性认知，其建构过程本质是“自塑”与“他塑”之间的动态博弈。然而，受制于国际传播秩序的结构性失衡，这种主体性建构与客体性投射之间的互动往往处于非对称状态。长期以来，美西方国家凭借历史积累的话语主导权与媒介资源优势，在自身国家利益与意识形态偏见的驱使下，对中国的发展道路、制度选择等刻意曲解甚至抹黑。这种带有明显偏向性的舆论内容，经由美西方国家主流媒体的反复编码、放大与扩散，在潜移默化中加剧了国际社会对中国的认知偏见。与此同时，由于国际传播能力建设的相对滞后，我们在主流平台覆盖、议程设置和话语体系建构等方面存在明显短板，导致“自塑”形象的能见度不足、穿透力有限，难以有效突破由西方长期主导的舆论认知壁垒。在此结构性困境下，中国的国家形象往往被嵌入预设的他者化叙事框架之中，致使真实、立体、全面的中国形象难以被国际社会所客观感知。这种对中国形象认知存在的偏差与误读，不仅扭曲国际社会对中国的理解与认同，更在深层次上削弱我们在国际舞台上的话语权与软实力。对此，习近平总书记强调要下大力气加强国际传播能力建设，加快构建具有鲜明中国特色的战略传播体系，塑造“可信、可爱、可敬”的中国形象。这一战略部署正是基于对国家形象“自塑”能力不足的系统性回应，旨在通过自身努力与主动作为向世界呈现一个真实、立体、全面的中国。

(III) The Urgency of Rejuvenation: The Process of National Rejuvenation Urgently Requires a Favorable Public Opinion Environment

（三）复兴之迫：民族复兴进程亟须有利舆论环境

Against the backdrop of the deepening evolution of economic globalization, the great cause of the rejuvenation of the Chinese nation has become deeply embedded in the global development system. The continued progress of this historical process is rooted in the solid foundation of domestic unity and struggle, but it also cannot be separated from the understanding, identification, and support of the international community. However, as China’s participation and influence in global affairs continue to rise, the international community is paying more and more attention to China’s development. At the same time, various negative public opinions about China have also increased, gradually shifting from public opinion offensives to substantive policy measures, manifested in escalating economic and trade restrictions against China, layered technological blockades, and the generalized and abused application of investment review standards. While harming China’s legitimate development rights and interests, this also erodes the openness, inclusiveness, and stability upon which global development relies. In this context, doing a good job in international communication carries the responsibility of “justifying” China’s development and creating a favorable external public opinion environment. Facing a China with continuously strengthening comprehensive national power, the international community is full of both expectations and doubts. How to make the world believe, while China’s comprehensive national strength significantly increases, that China’s development brings opportunities, peace, and progress, and to confirm that China is “a peaceful, amiable, and civilized lion,” places new demands on our international communication capacity building. Strengthening international communication capacity building is not only an inevitable requirement for clarifying misunderstandings, bridging cognitive gaps, and enhancing international identification, but also an important support for continuously promoting high-level opening up and assisting the great cause of national rejuvenation by providing a favorable environment.

在经济全球化纵深演进的时代背景下，中华民族的复兴伟业已深度嵌入全球发展体系。这一历史进程的持续推进，既植根于国内团结奋斗的坚实根基，也离不开国际社会的理解、认同与支持。然而，随着中国在全球事务中的参与度与影响力持续提升，国际社会越来越关注中国的发展，同时各种关于中国的负面舆论也随之增多，并逐步从舆论攻势转向实质性政策举措，表现为对华经贸限制不断加码、科技领域封锁层层升级、投资审查标准泛化滥用等。这在损害中国正当发展权益的同时，也侵蚀了全球发展所赖以维系的开放性、包容性与稳定性。在此背景下，做好国际传播工作肩负着为中国发展“正名”、营造有利外部舆论环境的重任。面对一个实力持续增强的中国，国际社会既充满期待也不乏疑虑。如何在中国综合国力显著增强的同时，让世界深信中国发展带来的是机遇、和平和进步，确认中国“是一只和平的、可亲的、文明的狮子”，这对我国国际传播能力建设提出了新的要求。加强国际传播能力建设不仅是澄清误解、弥合认知鸿沟与增进国际认同的必然要求，更是为持续推进高水平开放、助力民族复兴伟业提供有利环境的重要支撑。

(IV) The Momentum of Civilization: The Great-Power Responsibility of Promoting the Building of a Community with a Shared Future for Mankind

（四）文明之势：推动构建人类命运共同体的大国担当

The world is currently undergoing changes unseen in a century. As humanity moves toward greater integration and interdependence, it also faces ever more problems and challenges. Promoting the building of a community with a shared future for mankind has become an objective requirement for addressing these problems and challenges. Faced with an increasingly complex and severe international environment, the Chinese people firmly stand on the right side of history and on the side of human civilization and progress. They have explicitly put forward the Global Development Initiative, the Global Security Initiative, the Global Civilization Initiative, and the Global Governance Initiative, providing one important public good after another to the international community, which have been widely welcomed by people around the world. However, we must recognize that the current international order contains many unjust and unreasonable aspects. In particular, driven by modern Western industrial revolution and colonial expansion, a set of international governance orders and systems centered on a small number of Western countries has been formed. This old model is not only unable to address the common challenges facing the world today but instead exacerbates contradictions and creates problems, becoming an obstacle to the common development of humanity. At present, the century-old changes in the world are accelerating, and deficits in peace, development, security, and governance are growing rather than shrinking. Facing the ultimate question of “where is human civilization heading,” China has unequivocally proposed “to promote the common values of all humanity—peace, development, fairness, justice, democracy, and freedom,” holding that “building a community with a shared future for mankind is where the future of the world’s people lies,” and emphasizing that “China is increasingly moving to the center of the world stage and has both the ability and the responsibility to play a greater role in global affairs, working with all countries to make greater contributions to solving humanity’s problems.” Against this backdrop, as a major civilized and responsible country, China urgently needs to systematically enhance its international communication capacity to better promote exchanges and mutual learning among civilizations, build a more inclusive, representative, and just international舆论 environment, and translate the concept of a community with a shared future for mankind into feasible consensus and action.

当前世界正在经历百年未有之大变局，人类在不断走向融合、依存的同时面临越来越多的问题与挑战，推动构建人类命运共同体成为应对这些问题和挑战的客观要求。面对日趋严峻复杂的国际环境，中国人民坚定站在历史正确的一边、站在人类文明进步的一边，明确提出全球发展倡议、全球安全倡议、全球文明倡议和全球治理倡议，向国际社会提供了一个又一个重要公共产品，受到世界人民的广泛欢迎。然而我们必须看到，当前国际秩序存在许多不公正不合理的方面，特别是在近代西方工业革命与殖民扩张的推动下，形成了一套以少数西方国家为中心的国际治理秩序与治理体系。这种旧有模式不仅难以应对当今世界面临的共同挑战，反而会加剧矛盾、制造问题，成为制约人类共同发展的障碍。当下世界百年变局加速演进，和平赤字、发展赤字、安全赤字、治理赤字有增无减，直面“人类文明向哪里去”的终极问题，我国旗帜鲜明地提出“要弘扬和平、发展、公平、正义、民主、自由的全人类共同价值”，认为“构建人类命运共同体是世界各国人民前途所在”，并强调“我国日益走近世界舞台中央，有能力也有责任在全球事务中发挥更大作用，同各国一道为解决全人类问题作出更大贡献”。在这一背景下作为文明大国与负责任大国，中国亟须通过系统性提升国际传播能力，更好促进文明交流互鉴，构建更具包容性、代表性和公正性的国际舆论环境，把人类命运共同体理念转化为切实可行的共识和行动。

II. Systemic Construction: The Overall Planning for Strengthening International Communication Capacity Building

二、体系建构：加强国际传播能力建设的整体谋划

General Secretary Xi Jinping’s important discourses on international communication capacity building are grounded in the changes of the era, seize the historical initiative, and respond to practical problems with a distinct Chinese stance. They demonstrate both far-sighted strategic thinking and systematic top-level design. Through overall planning of the goals, core content, effective strategies, and supporting safeguards for international communication capacity building, these important discourses have promoted the construction of a strategic system for international communication with Chinese characteristics, highlighting the epochal leap in China’s international communication work from passive response to proactive action, and from fragmented breakthroughs to holistic coordination.

习近平总书记关于国际传播能力建设的重要论述，立足时代变局，把握历史主动，以鲜明的中国立场回应现实问题，既展现出高瞻远瞩的战略思维，又体现了系统完备的顶层设计。这一重要论述通过对国际传播能力建设的旨向目标、核心内容、有效方略与支撑保障进行整体谋划，推动了中国特色国际传播战略体系的构建，彰显了我国国际传播工作从被动应对向主动作为、从局部突破向整体协同的时代跃升。

(I) Goal Orientation: Shaping a Credible, Lovable, and Respectable Image of China

（一）目标导向：塑造可信、可爱、可敬的中国形象

General Secretary Xi Jinping emphasizes that we must strengthen and improve international communication work, present a true, multi-dimensional, and comprehensive China, and “strive to shape a credible, lovable, and respectable image of China.” This discourse not only establishes the goal orientation for strengthening international communication capacity building in the New Era but also points the direction for telling China’s story well and spreading China’s voice well. Currently, the international community’s attention to China’s development process and national image is growing. They urgently hope to observe and explore China’s development path and profound changes from an objective and multi-dimensional perspective. “They want to understand China, to know the worldview, outlook on life, and values of the Chinese people.” As a major socialist country, China also bears the important task of constructing a true, multi-dimensional, and comprehensive national image to more effectively participate in global dialogue and contribute Chinese wisdom. One important task of international communication capacity building is to present “a socialist major country image that is more open to the outside world, more approachable, full of hope, and full of vitality.” The relationship between China and the world is undergoing historic changes. We must be adept at showing China to the world and shaping a good image of China in order to better gain recognition and support from the international community. General Secretary Xi Jinping emphasizes: “Our country’s development achievements are so great, its development momentum is so good, and our country has done so many good things in the world—this is the greatest capital for doing a good job in guiding international public opinion.” Based on this, strengthening international communication capacity building currently carries a dual mission: on the one hand, to dispel the cognitive biases and ideological prejudices brought by the “other-shaped” image, guiding international audiences to understand the true, multi-dimensional, and comprehensive contemporary China; on the other hand, to promote a paradigm innovation in the “self-shaped” national image, using narrative, emotional, and concrete expressions to multi-dimensionally interpret and communicate China’s development achievements, institutional advantages, and cultural魅力, actively shaping a credible, lovable, and respectable national image on the international stage.

习近平总书记强调，要加强和改进国际传播工作，展示真实立体全面的中国，“努力塑造可信、可爱、可敬的中国形象”。这一论述不仅为新时代加强国际传播能力建设确立了目标导向，也为讲好中国故事、传播好中国声音指明了方向。当前，国际社会对中国的发展进程与国家形象的关注越来越高，他们迫切希望以客观且多元的视角来观察和探寻中国的发展道路与深刻变迁。“他们想了解中国，想知道中国人的世界观、人生观、价值观。”作为社会主义大国，中国同样肩负着建构真实立体全面的国家形象的重任，以更有效地参与全球对话、贡献中国智慧。国际传播能力建设的一项重要任务，就是展示“对外更加开放、更加具有亲和力、充满希望、充满活力的社会主义大国形象”。当前中国与世界的关系正在发生历史性变化，我们必须善于向世界展示中国，塑造良好的中国形象，才能更好地获得国际社会的认同和支持。习近平总书记强调：“我们国家发展成就那么大、发展势头那么好，我们国家在世界上做了那么多好事，这是做好国际舆论引导工作的最大本钱。”基于此，当前加强国际传播能力建设肩负着双重使命，一方面，消解形象“他塑”带来的认知偏差与意识形态偏见，引导国际受众认知真实立体全面的当代中国；另一方面，推动国家形象“自塑”的范式革新，通过故事化、情感化、具象化表达，多维度诠释传播中国的发展成就、制度优势与文化魅力，在国际舞台上主动塑造可信、可爱、可敬的国家形象。

(II) Content Foundation: Building a Discourse System That Bridges China and the World

（二）内容筑基：构建融通中外的话语体系

Discourse, as the basic carrier of content communication, directly affects the penetration, affinity, and influence of communication—whether it can be effectively received, accurately understood, and generate emotional共鸣 by the audience. From this perspective, the strength of a country’s international communication capacity largely depends on whether it can build a discourse system that is widely understood and accepted by the international community. General Secretary Xi Jinping clearly points out, “We must vigorously promote international communication capacity building, innovate in external propaganda methods, and strengthen the construction of a discourse system.” Reality shows that whether China’s voice can be effectively spread, its image three-dimensionally displayed, and its influence genuinely enhanced depends on whether Chinese discourse can truly be transmitted, understood, and trusted. Looking back at the development history of China’s international communication, for a period of time it leaned toward a “self-centered” discourse orientation. While this effectively highlighted the subject’s stance, it failed to fully consider the cultural background, cognitive habits, and reception psychology of the target audience, leading to generally poor communication effects. Since the New Era, General Secretary Xi Jinping has attached great importance to the construction of an international discourse system, clearly stating the need to “create new concepts, new categories, and new expressions that bridge China and the world, more fully and more vividly presenting Chinese stories and the ideological power and spiritual power behind them.” This strategic guidance has driven the gradual shift of China’s international communication paradigm from a one-way “self-centered” output to a “two-way bridging” based on cross-cultural understanding. Its core lies in deeply grasping the differentiated cognitive structures and cultural contexts of overseas audiences, systematically breaking through the communication dilemma of “transmitted but not understood, understood but not accepted” through narrative innovation and discourse adjustment, and effectively enhancing the comprehensibility, acceptability, and emotional resonance of Chinese discourse. To this end, the construction of China’s international discourse system should always adhere to the principle of the greatest common divisor, actively creating new concepts, new categories, and new expressions that conform to international communication habits and carry Chinese values, while promptly evaluating and dynamically updating traditional discourses that are detached from real contexts and difficult to evoke empathy, achieving the organic unity of upholding the core and innovating. Practice has proven that only by relying on a high-quality discourse system that bridges China and the world can we lay a solid foundation for telling China’s story well and spreading China’s voice well, effectively enhancing the reach and depth of identification in international communication.

话语作为内容传播的基本载体，其能否被受众有效接受、准确理解并产生情感共鸣，直接关系到传播的穿透力、亲和力与影响力。从这个维度出发，一个国家国际传播能力的强弱，在很大程度上取决于能否构建起被国际社会广泛理解和认同的话语体系。习近平总书记明确指出，“要着力推进国际传播能力建设，创新对外宣传方式，加强话语体系建设”。现实表明，能否有效传播中国声音、立体展示中国形象、切实增强中国影响，关键在于中国话语能否真正传得开、听得懂、信得过。回溯我国国际传播的发展历程，一段时间以来偏重“以我为主”的话语导向，虽然有效彰显了主体立场，却未能充分考虑目标受众的文化背景、认知习惯与接受心理，导致传播效果整体欠佳。新时代以来，习近平总书记高度重视国际话语体系建设，明确指出要“打造融通中外的新概念、新范畴、新表述，更加充分、更加鲜明地展现中国故事及其背后的思想力量和精神力量”。这一战略指引推动中国国际传播范式逐步从“以我为主”的单向输出，转向基于跨文化理解的“双向融通”。其核心就在于深入把握海外受众的差异化认知结构与文化语境，通过叙事创新与话语调适，系统破解“传而不通、通而不达”的传播困境，切实提升中国话语的可理解性、可接受性与情感共鸣度。为此，中国国际话语体系构建应始终坚持最大公约数原则，在积极打造符合国际表达习惯、承载中国价值的新概念、新范畴、新表述的同时，对脱离现实语境、难以引发共情的传统话语进行及时评估与动态更新，实现守正与创新的有机统一。实践证明，唯有以融通中外的高质量话语体系为载体，才能为讲好中国故事、传播好中国声音筑牢坚实根基，切实提升国际传播的抵达效能与认同深度。

(III) Basic Strategy: Telling China’s Story Well, Spreading China’s Voice Well

（三）基本方略：讲好中国故事，传播好中国声音

Telling China’s story well, spreading China’s voice well, and presenting a true, multi-dimensional, and comprehensive China are the basic strategies for strengthening China’s international communication capacity building and enhancing national communication effectiveness in the New Era. Since the 18th National Congress of the CPC, General Secretary Xi Jinping has repeatedly emphasized this strategic requirement, clearly stating that “telling China’s story well, spreading China’s voice well, and enhancing China’s voice in international discourse” is an important task for strengthening China’s international communication capacity building, and has made specific requirements on how to tell China’s story well and spread China’s voice well.

讲好中国故事，传播好中国声音，展示真实立体全面的中国，是新时代加强我国国际传播能力建设、提升国家传播效能的基本方略。党的十八大以来，习近平总书记多次强调这一战略要求，明确指出“讲好中国故事，传播好中国声音，增强在国际上的话语权”，是当前加强我国国际传播能力建设的重要任务，并对如何讲好中国故事、传播好中国声音作出了具体要求。

On the one hand, it clarified that telling China’s stories well and communicating China’s voice well should focus on three main lines. The first is to base itself on the vivid practice and achievements of governance, to tell clearly the story of China’s development and to communicate the voice of the Chinese path. It must be grounded in the developmental logic of modern Chinese history, fully demonstrating the historical inevitability of the Chinese Communist Party as the mainstay of the Chinese people and the Chinese nation, and widely publicizing to the world the deep logic of why the Chinese Communist Party can, why Marxism works, and why socialism with Chinese characteristics is good. The second is to use the people’s striving tableau as an emotional bond, to tell the story of people’s livelihoods vividly and to communicate the voice of the Chinese nation. General Secretary Xi Jinping emphasizes, “Face directly the survival reality of the current Chinese people, and create rich and diverse Chinese stories, Chinese images, and Chinese melodies.” It is necessary to capture the real and vivid “small yet beautiful” moments in the people’s daily lives, to reflect epochal changes from a micro perspective, and to use ordinary individuals to highlight the extraordinary spiritual qualities of the Chinese nation. The third is to use the practice of global cooperation as an important vehicle, to tell the story of mutual benefit thoroughly and to communicate the voice of Chinese governance. “We must be adept at using various vivid and moving examples to show that China’s development itself is the greatest contribution to the world and has contributed wisdom to solving human problems.”

一方面，明晰了讲好中国故事、传播好中国声音要聚焦三条主线。一是以治国理政的生动实践与成就为基础，讲清中国发展故事、传播中国道路声音。要立足中国近现代史发展逻辑，充分展示中国共产党作为中国人民和中华民族主心骨的历史必然性，向世界广泛宣介中国共产党为什么能、马克思主义为什么行、中国特色社会主义为什么好的深层逻辑。二是以人民奋斗图景为情感纽带，讲活民生故事、传播中华民族声音。习近平总书记强调，“直面当下中国人民的生存现实，创造出丰富多样的中国故事、中国形象、中国旋律”。要捕捉人民日常生活中真实鲜活的“小而美”瞬间，以微观视角折射时代巨变，借平凡人物彰显中华民族不平凡的精神特质。三是以全球合作实践为重要载体，讲透共赢故事、传播中国治理声音。“要善于运用各种生动感人的事例，说明中国发展本身就是对世界的最大贡献、为解决人类问题贡献了智慧。”

On the other hand, it profoundly elucidated the methodology of telling China’s stories. “Telling stories means telling facts, telling images, telling emotions, and telling reasons; only by telling facts can one convince, only by telling images can one move, only by telling emotions can one inspire, and only by telling reasons can one influence.” Only by integrating the objectivity of facts, the vividness of images, the resonance of emotions, and the profundity of reasons, making the story have warmth and detail while making the voice have power and depth, can the international community’s stereotypes and cognitive biases about China be broken, allowing China’s stories to spread across the world and China’s voice to penetrate people’s hearts.

另一方面，深刻阐明了讲好中国故事的方法论。“讲故事就是讲事实、讲形象、讲情感、讲道理，讲事实才能说服人，讲形象才能打动人，讲情感才能感染人，讲道理才能影响人。”唯有将事实的客观性、形象的生动性、情感的共鸣性与道理的深刻性融为一体，既让故事有温度、有细节，又让声音有力量、有深度，才能打破国际社会对中国的刻板印象与认知偏见，让中国故事传遍世界，让中国声音深入人心。

(4) Fundamental Guarantee: Adhering to the Party’s Comprehensive Leadership over International Communication Work

（四）根本保证：坚持党对国际传播工作的全面领导

Adhering to the Party’s comprehensive leadership is the fundamental guarantee for strengthening international communication capacity building and enhancing international communication effectiveness. The Chinese Communist Party has always attached great importance to external communication work and has accumulated rich experience in long-term practice, ensuring that the cause of international communication always advances in the correct direction. Looking back at history, whether it was seeking international sympathy and support through external voices during the revolutionary era, or explaining China to the world after breaking through blockades in the early days of the founding of New China; whether it was proactively showcasing an open image after reform and opening up, or building a Chinese-characteristic strategic communication system in the New Era, every major breakthrough has been inseparable from the Party’s strong leadership. The current international public opinion landscape is undergoing profound evolution, and the international public opinion environment China faces is becoming more complex. Against this backdrop, the urgency of strengthening international communication capacity building continues to increase, making it even more necessary to fully leverage the Party’s leadership role in overall planning and coordinating all parties, transforming China’s institutional advantages and organizational advantages into international communication advantages. The Party has made strengthening international communication capacity building an important task of the Party, issuing a series of clear and far-reaching deployments. At the level of responsibility implementation, it is explicitly required that “Party committees (Party groups) at all levels must incorporate strengthening international communication capacity building into the Party committee (Party group) ideological work responsibility system, strengthen organizational leadership, increase financial input, and help drive practical work and solve specific difficulties.” This deployment elevates international communication capacity building from a specific task of the propaganda department to a systemic project requiring the attention and input of the entire Party, helping to transform the Party’s institutional advantages into communication effectiveness. Regarding participating entities, General Secretary Xi Jinping has explicitly stated, “Leading cadres at all levels must proactively engage in international communication work; principal responsible persons must both personally oversee it and personally do it,” driving all levels and departments to actively participate in international communication work through the leading example of cadres. In terms of capability and skill, it is emphasized that “knowledge training on international communication for leading cadres must be strengthened,” effectively enhancing the international communication leadership capabilities and levels of leading cadres.

坚持党的全面领导，是加强国际传播能力建设、提升国际传播效能的根本保证。中国共产党始终高度重视对外传播工作，并在长期实践中积累了丰富的经验，确保了国际传播事业始终沿着正确方向前进。回望历史，无论是革命年代通过对外发声争取国际同情与支持，还是新中国成立初期突破封锁、向世界说明中国；无论是改革开放后主动展示开放形象，还是进入新时代构建中国特色战略传播体系，每一次重大突破的背后都离不开党的坚强领导。当前国际舆论格局发生深刻演变，中国面临的国际舆论环境更趋复杂。在这一背景下加强国际传播能力建设的紧迫性持续增强，更需要充分发挥党总揽全局、协调各方的领导作用，将我国的制度优势、组织优势转化为国际传播优势。党将加强国际传播能力建设作为党的一项重要任务，作出了一系列明确且具有深远意义的部署。在责任落实层面，明确要求“各级党委（党组）要把加强国际传播能力建设纳入党委（党组）意识形态工作责任制，加强组织领导，加大财政投入，帮助推动实际工作、解决具体困难”。这一部署将国际传播能力建设从宣传部门的具体业务，提升为需要全党重视和投入的系统性工程，有助于将党的制度优势转化为传播效能。在参与主体方面，习近平总书记明确提出，“各级领导干部要主动做国际传播工作，主要负责同志既要亲自抓，也要亲自做”，通过领导干部带头示范，带动各级各部门积极投身国际传播工作。在本领能力方面，强调“要加强对领导干部的国际传播知识培训”，切实提升领导干部的国际传播领导能力和水平。

3. Practical Requirements: Effective Means for Strengthening International Communication Capacity Building

三、实践要求：加强国际传播能力建设的有效手段

The implementation of strategic visions cannot be separated from effective means. If “systematic construction” focuses on the overall planning of the ideal state of international communication, then “practical requirements” focuses on answering the means and paths for transforming the ideal into reality. Since the 18th National Congress of the CPC, the Party Central Committee with Comrade Xi Jinping at its core has coordinated the advancement of communication strategy, communication platforms, and communication teams, outlining feasible paths and effective starting points for strengthening international communication capacity building in the New Era.

战略构想的落地离不开行之有效的手段。如果说“系统构建”聚焦于国际传播应然状态的整体谋划，那么“实践要求”则着力回答从应然到实然的转化手段与路径。党的十八大以来，以习近平同志为核心的党中央统筹推进传播战略、传播平台与传播队伍的建设，擘画了新时代加强国际传播能力建设的可行路径与有效抓手。

(1) Strategy for Aggregating Power: Enhancing the Synergistic Effectiveness of Positive Publicity and Opinion Struggle

（一）策略聚能：提升正面宣介与舆论斗争的协同效能

Currently, the international public opinion arena has long become a front line for ideological competition and discourse power struggles among nations, where different thoughts and interests are deeply interwoven and intensely colliding, making the situation extremely complex and severe. Against this complex backdrop, international communication is by no means simple information transmission; it is a major strategic action concerning national image building, sovereignty defense, and interest protection, and it must adhere to positive publicity, proactive voice, and effective guidance. General Secretary Xi Jinping points out: “Adhering to unity, stability, encouragement, and positive publicity as the main focus is an important principle that propaganda and ideological work must follow.” The core of adhering to positive publicity lies in precisely grasping international hot topics, keenly responding to the concerns of all parties, proactively setting agendas and proactively voicing opinions: “We must proactively voice opinions, letting people understand what we want them to understand, and letting the correct voice take precedence.” At the same time, positive publicity must be “targeted,” always adhering to an audience-oriented approach, “adopting precise communication methods tailored to different regions, different countries, and different groups of audiences, promoting the globalized expression, regionalized expression, and segmented expression of China’s stories and China’s voice, enhancing the affinity and effectiveness of international communication.” In this process, it is necessary to skillfully use technological empowerment and diverse narratives to break down cognitive barriers between different civilizations, achieving a transformation from passive response to proactive leadership, and helping the international community generate a true, three-dimensional, and comprehensive image of China.

当前，国际舆论场早已成为各国意识形态较量与话语权争夺的前沿阵地，不同思想和利益关切在此深度交织、激烈碰撞，形势极其复杂严峻。在这一复杂背景下，国际传播绝非简单的信息传递，而是关乎国家形象塑造、主权维护与利益保障的重大战略行动，必须坚持正面宣介、主动发声、有效引导。习近平总书记指出：“坚持团结稳定鼓劲、正面宣传为主，是宣传思想工作必须遵循的重要方针。”坚持正面宣传核心在于精准把握国际热点，敏锐回应各方关切，主动设置议题并主动发声，“要主动发声，让人家了解我们希望人家了解的东西，让正确的声音先入为主”。同时正面宣传要做到“有的放矢”，始终坚持受众本位，“采用贴近不同区域、不同国家、不同群体受众的精准传播方式，推进中国故事和中国声音的全球化表达、区域化表达、分众化表达，增强国际传播的亲和力和实效性”。在这一过程中要善用技术赋能与多元叙事来打破不同文明之间的认知壁垒，实现从被动应对到主动引领的转变，助力国际社会生成真实立体全面的中国形象。

Adhering to positive publicity by no means implies avoiding or abandoning opinion struggle. On the contrary, daring to struggle and being adept at struggle are inherent requirements and strategic self-awareness for strengthening international communication capacity building in the New Era. Facing issues touching upon national sovereignty, security, and development interests, and regarding false statements that deliberately distort facts and undermine the stability of China’s social development, we must take a firm stance and be clear-cut, using irrefutable facts, solid legal principles, and complete evidence to deliver a powerful counterattack, resolutely refuting erroneous statements, firmly grasping the initiative in public opinion, and guiding public attention toward objective facts and truth. At the same time, daring to struggle and being adept at struggle requires attention to the strategies and methods of struggle, “focusing on uniting and winning over the majority, and conducting opinion struggle with reason, benefit, and restraint.” [6]6 “With reason, benefit, and restraint” (有理有利有节) is a principle of struggle attributed to Mao Zedong, meaning to act with justification, to secure tangible advantages, and to exercise self-restraint at the appropriate point. In specific strategies, the “three zones” theory of the international public opinion arena can be referenced: for the “red zone” that identifies with and supports us, continuous value resonance should be used to consolidate mutual trust and expand strategic consensus; for the “black zone” that opposes and attacks us, irrefutable facts and logic should be used to deliver powerful refutations, compressing the space for spreading their erroneous statements; as for the “gray zone” that wavers in the middle, precise narrative strategies should be adopted, patiently guiding to prompt their cognition to transform in a positive direction. In summary, one should be adept at constructing multi-dimensional, multi-level issue matrices, comprehensively utilizing various communication means, systematically enhancing the effectiveness of international opinion struggle, and effectively safeguarding national ideological security and international discourse power.

坚持正面宣传绝不意味着回避或放弃舆论斗争。恰恰相反，敢于斗争、善于斗争是新时代加强国际传播能力建设的内在要求与战略自觉。面对触及国家主权、安全、发展利益的议题，对蓄意歪曲事实和破坏中国社会发展稳定的不实言论，我们必须立场坚定、旗帜鲜明，以确凿的事实、坚实的法理和完整的证据予以有力回击，坚决驳斥错误言论，牢牢掌握舆论主动权，将公众关注引导到客观事实与真相上来。同时，敢于斗争、善于斗争，讲究斗争的策略和方法，“着眼于团结和争取大多数，有理有利有节开展舆论斗争”。在具体策略上，可以借鉴国际舆论场的“三个地带”理论，针对认同和支持自身的“红色地带”，要通过持续的价值共鸣巩固互信并扩大战略共识；对于对立和攻击我们的“黑色地带”，要运用确凿的事实和逻辑进行有力批驳，压缩其错误言论的传播空间；至于中间摇摆的“灰色地带”，则需采取精准的叙事策略，耐心引导以促使其认知向积极方向转化。总之，应善于通过构建多维度、多层次的议题矩阵，综合运用多种传播手段，系统提升国际舆论斗争的效能，有力维护国家意识形态安全和国际话语权。

(2) Media for Expanding Capacity: Striving to Build Internationally Influential Flagship Media for External Publicity

（二）媒介拓能：着力打造具有国际影响力的外宣旗舰媒体

To do a good job, one must first have the right tools. In the current international communication landscape, the media is not only a carrier of information but also a strategic fulcrum for the generation of discursive power. For a long time, Western countries, relying on their first-mover technological advantages and monopoly over media resources, have constructed a global communication order centered on themselves, forming a de facto “media imperialism” that dominates the agenda-setting and narrative frameworks of international public opinion. Practice has proven that the strength of a country’s international communication capacity increasingly depends on whether its external propaganda media possess broad global coverage and deep, precise influence. In response, General Secretary Xi Jinping has emphasized: “Optimize the strategic layout, and make every effort to build flagship media with strong international influence for external propaganda.” [n] Guided by this strategic direction, strengthening international communication capacity building in the New Era must take the construction of external propaganda flagship media as the starting point, systematically enhancing the coverage and influence of China’s international communication.

工欲善其事，必先利其器。在当今国际传播格局中媒介不仅是信息载体，更是话语权生成的战略支点。长期以来，美西方国家凭借先发技术优势与媒介资源垄断，构建起了以自身为中心的全球传播秩序，形成了事实上的“媒介帝国主义”，主导着国际舆论的议程设置与叙事框架。实践证明，一个国家的国际传播能力的强弱，越来越取决于其外宣媒体是否具备广泛的全球覆盖力与深度的精准影响力。对此，习近平总书记强调：“优化战略布局，着力打造具有较强国际影响的外宣旗舰媒体。”立足这一战略指引，新时代加强国际传播能力建设要以外宣旗舰媒体建设为抓手，系统提升我国国际传播的覆盖力与影响力。

First, with multi-channel expansion as the focus, build an international communication chain led by flagships with multiple vessels advancing in concert. Mainstream media are the cornerstone of the international communication media system. To strengthen external communication, it is necessary to “build world-class new mainstream media with strong leadership, communication capacity, and influence.” [n] It is essential to take central external propaganda media as the key carrier, linking local media, industry media, and overseas cooperation platforms, achieving full coverage across traditional and new media, domestic channels and international fronts. Through a coordination mechanism of content sharing, channel interconnection, and resonance of voice, a multi-layered, multi-dimensional mainstream public opinion synergy can be formed in the communication of major issues, effectively expanding the international reach of China’s voice. Second, based on audience segmentation, make every effort to build precise and deep iconic media platforms. To build external propaganda flagship media with strong international influence, it is necessary to abandon the traditional “big and comprehensive” extensive expansion mindset, actively “adapt to the trends of audience segmentation and differentiated communication,” [n] precisely match the information needs of different regions and groups, and construct multilingual, segmented characteristic communication platforms, taking the building of differentiated, iconic media platforms as a key breakthrough. Practice has shown that blindly pursuing a generalized “big and comprehensive” communication model not only makes it difficult to break through the existing discursive barriers of media hegemony but also easily leads to inefficient consumption of narrative resources due to dispersed communication focus. Third, guided by deep media convergence, form a technology-driven “three-dimensional” external communication platform. General Secretary Xi Jinping points out, “We must grasp the trends of mobilization, social networking, and visualization in the field of international communication.” [n] Driven by digital technology, deep media convergence has long broken through the limits of physical space. In international communication, it is necessary to fully leverage cutting-edge technologies such as artificial intelligence and algorithmic recommendation to reshape content production, distribution, and consumption models, promoting a shift in international communication from information transmission to value penetration, and constructing new communication platforms in the international public opinion arena that feature content with precision, scenes with immersion, and communication with effectiveness.

一是以多渠道拓展为重点，打造旗舰引领、多舰并进的国际传播链条。主流媒体是国际传播媒介体系的基石，加强对外传播要“打造具有强大引领力、传播力、影响力的国际一流新型主流媒体”。必须以中央外宣媒体为关键载体，联动地方媒体、行业媒体及海外合作平台，实现传统媒体与新媒体、国内渠道与国际阵地的全域覆盖，通过内容共享、渠道互通、声量共振的协同机制，在重大议题传播中形成多层次、多维度的主流舆论合力，有效扩大中国声音的国际辐射范围。二是要以分众定位为基础，着力打造精准深度的标志性媒介平台。打造具有较强国际影响力的外宣旗舰媒体，必须摒弃传统大而全的粗放式扩张思维，主动“适应分众化、差异化传播趋势”，精准契合不同区域和群体的信息需求，构建多语种、分众化的特色传播平台，以搭建差异化的标识性媒介平台作为关键突破口。实践证明，如果盲目追求大而全的泛化传播模式，不仅难以突破现有媒介霸权的话语壁垒，还容易因传播焦点分散而造成叙事资源的低效消耗。三是以媒体深度融合为导向，形成技术驱动的“立体式”对外传播平台。习近平总书记指出，“我们要把握国际传播领域移动化、社交化、可视化的趋势”。在数字技术的驱动下，媒体的深度融合早已突破物理空间的限制，要在国际传播中充分借助人工智能、算法推荐等前沿技术，重塑内容生产、分发与消费模式，推动国际传播从信息传递向价值渗透转变，在国际舆论场中构建起内容有精度、场景有沉浸度、传播有效度的新型传播平台。

(3) Subject Empowerment: Cultivating a Versatile Communication Team with Strong Political Integrity and High Professional Competence

（三）主体赋能：培育政治过硬、本领高强的复合型传播队伍

Media competition is fundamentally talent competition; media advantage is essentially talent advantage. It can be said that talent team building is the foundational project for strengthening international communication capacity building and enhancing international communication effectiveness. General Secretary Xi Jinping attaches great importance to the construction of news and communication talent teams, proposing “to accelerate the cultivation and building of a team of news and public opinion workers who are politically steadfast, professionally proficient, excellent in conduct, and reassuring to the Party and the people.” [n] In response to the current practical problems of a shortage of specialized external communication talent and a singular subject structure, General Secretary Xi Jinping emphasizes, “We must comprehensively enhance international communication effectiveness and build a strong specialized talent team that meets the needs of international communication in the New Era.” [n] Building a strong specialized talent team that meets the needs of international communication in the New Era requires breakthroughs in the cultivation mechanism: First, strengthen political literacy. It is necessary to ensure that communication subjects consistently uphold the Marxist view of journalism, adhere to the standpoint of the Party and the people, and maintain political resolve and acuity in the complex and volatile international public opinion arena, ensuring that China’s positions and concepts are accurately, forcefully, and comprehensively expressed externally. Second, enhance professional literacy. It is necessary to follow General Secretary Xi Jinping’s requirement to earnestly “improve professional skills, study diligently, and practice more,” [n] focusing on enhancing cross-cultural communication skills, international situation analysis capabilities, and narrative innovation abilities. Taking the tempering of footwork, the sharpening of eyesight, the refinement of intellect, and the perfection of writing as the coordinate system for growth, achieve a comprehensive leap in international communication capacity through the practical tempering of “studying diligently and practicing more.” Third, improve digital media literacy. Facing the accelerating trends of mobilized, socialized, and visualized communication, it is necessary to actively adapt to the changes in the communication environment brought about by the digital technology revolution. International communication talent must “strive to become all-media, expert-type talent,” [n] not only mastering immersive storytelling, cross-platform distribution, algorithm adaptation, and other all-media technical tools but also strengthening media ethics awareness and public opinion risk prediction capabilities. In the context of information fragmentation and the “post-truth” era, use technological empowerment to achieve effective value transmission and maximize communication effectiveness.

媒体竞争关键是人才竞争，媒体优势核心是人才优势。可以说，人才队伍建设是加强国际传播能力建设，提升国际传播效能的基础性工程。习近平总书记高度重视新闻传播人才队伍建设，提出“要加快培养造就一支政治坚定、业务精湛、作风优良、党和人民放心的新闻舆论工作队伍”。针对当前我国对外传播专业人才欠缺、主体结构单一的现实问题，习近平总书记强调，“要全面提升国际传播效能，建强适应新时代国际传播需要的专门人才队伍”。建强适应新时代国际传播需要的专门人才队伍需要在培养机制上实现突破：一是强化政治素养。要确保传播主体始终坚持马克思主义新闻观，坚守党和人民立场，在复杂多变的国际舆论场中始终保持政治定力与敏锐性，确保中国立场和理念得到准确、有力、全面的对外表达。二是增强专业素养。要按照习近平总书记的要求，切实“提高业务能力，勤学习、多锻炼”，着力提升跨文化沟通能力、国际局势研判能力与叙事创新能力。以磨砺脚力、锤炼眼力、精研脑力、臻进笔力为成长坐标系，在“勤学习、多锻炼”的实践淬炼中实现国际传播能力的全面跃升。三是提升数字媒介素养。面对移动化、社交化、可视化传播加速演进的趋势，要主动适应数字技术革命带来的传播环境变革。国际传播人才要“努力成为全媒型、专家型人才”，不仅要熟练掌握沉浸式叙事、跨平台分发、算法适配等全媒体技术工具，更要强化媒介伦理意识与舆情风险预判能力，在信息碎片化与“后真相”语境中，以技术赋能实现价值有效传递与传播效能最大化。

In summary, cultivating versatile international communication talent in the New Era requires the organic integration of political judgment, professional competence, and media mastery, forging a team of New Era international communication talent that can truly go global, stand firm, and speak effectively.

总之，新时代培育复合型国际传播人才要将政治判断力、专业胜任力与媒介驾驭力有机统一起来，锻造一支真正走得出、站得稳、说得响的新时代国际传播人才队伍。

IV. Value Implications: Highlighting the Practical Orientation of International Communication Capacity Building

四、价值意蕴：彰显国际传播能力建设的现实指向

Based on a profound grasp of the trends of the times and the laws of international communication, the Party Central Committee, with Comrade Xi Jinping at its core, has coordinated the top-level design and practical innovation of strengthening international communication capacity building, promoting a leapfrog improvement in China’s international communication effectiveness. This not only helps to create a favorable external environment for national development but also enhances the communication capacity and influence of Chinese civilization in cross-civilizational dialogue, pushing the global communication order towards greater justice and inclusiveness.

基于对时代发展趋势与国际传播规律的深刻把握，以习近平同志为核心的党中央统筹加强国际传播能力建设的顶层设计与实践创新，推进中国国际传播效能实现跨越式提升，不仅有助于为国家发展营造良好的外部环境，也在跨文明对话中提升了中华文明的传播力影响力，推动全球传播秩序朝着更加公正、包容的方向前进。

(1) Optimizing the External Environment for National Development

（一）优化国家发展的外部环境

As a rapidly developing emerging major country, China has received unprecedented international attention, while also making the external environment for its development highly complex and uncertain. Currently, China is undergoing the most extensive and profound social transformation in the history of the Chinese nation, and is also advancing the most magnificent and unique practical innovation in human history. As the great rejuvenation of the Chinese nation enters a critical phase, various high-wind and rough-wave external challenges and risk tests are becoming increasingly prominent. In particular, some Western countries, based on ideological bias and strategic anxiety, display an attitude of incomprehension and lack of support towards China’s development, deliberately creating problems, hyping issues, and artificially creating opposition and interference, further exacerbating the complexity of the international environment. “Backwardness invites aggression, poverty invites starvation, and voicelessness invites condemnation.” [n] General Secretary Xi Jinping’s incisive discourse profoundly reveals the importance of international communication capacity building for national development. On the new journey of comprehensively building a modern socialist country, strengthening international communication capacity building means effectively offsetting cognitive biases in the outside world, correcting the international community’s misunderstandings of China, thereby optimizing the external environment for national development, and winning broader international space and a more solid foundation for cooperation for the great rejuvenation of the Chinese nation.

作为快速发展的新兴大国，中国获得了前所未有的国际关注，同时也使我国发展的外部环境呈现出高度复杂化与不确定性。当前我国正经历着中华民族历史上最为广泛而深刻的社会变革，也在推进着人类历史上最为宏大而独特的实践创新。随着中华民族伟大复兴进入关键阶段，各种风高浪急的外部挑战与风险考验日益凸显，特别是一些西方国家基于意识形态偏见与战略焦虑，对中国发展表现出不理解、不支持的态度，有意识地制造问题、炒作议题，人为制造对立和干扰，进一步加剧了国际环境的复杂性。“落后就要挨打，贫穷就要挨饿，失语就要挨骂”，习近平总书记的精辟论述深刻揭示了国际传播能力建设对国家发展的重要性。在全面建设社会主义现代化国家新征程上，加强国际传播能力建设，就是要有效对冲外部世界的认知偏差，纠正国际社会对中国的误解，进而优化国家发展的外部环境，为中华民族伟大复兴赢得更广阔的国际空间与更坚实的合作基础。

(2) Enhancing the Communication Capacity and Influence of Chinese Civilization

（二）提升中华文明传播力影响力

International communication is not merely the cross-border transmission of information; it also bears the important mission of promoting mutual learning among civilizations. Although the world today is highly interconnected, civilizational differences are often deliberately misread, magnified, and even instrumentalized by certain forces, leading to cognitive gaps that are difficult to bridge and repeatedly plunging global civilizational dialogue into deadlock. General Secretary Xi Jinping emphasizes that Chinese civilization holds great value for solving human problems and is “the only great civilization in the world that has continued unbroken and developed in the form of a state to this day,”[n] yet the gap between its profound historical积淀 and its actual communication capacity has become a key bottleneck constraining its influence. Reality shows that strengthening international communication capacity building is a powerful lever for enhancing the communicability and influence of Chinese civilization. Since the 18th National Congress of the CPC, the Party Central Committee with Comrade Xi Jinping at its core has elevated the strengthening of international communication capacity building to a national strategic height, stressing the need to strengthen international communication capacity building and “deepen mutual learning among civilizations, and promote Chinese culture’s better outreach to the world.” Strengthening international communication capacity building and comprehensively improving the effectiveness of international communication will help promote constructive dialogue between Chinese civilization and the civilizations of all countries, enhance foreign publics’ understanding of Chinese culture, and raise the communicability and influence of Chinese civilization.

国际传播不只是信息的跨国传递，更承载着推动文明交流互鉴的重要使命。当今世界虽然高度互联，但文明差异常被某些势力刻意误读、放大甚至工具化，导致认知鸿沟难以消除，全球文明对话频频陷入僵局。习近平总书记强调，中华文明对解决人类问题具有重要价值，是“世界上唯一绵延不断且以国家形态发展至今的伟大文明”，但深厚的历史积淀与现实传播能力之间的落差，已成为制约其影响力的关键瓶颈。现实表明，加强国际传播能力建设是提升中华文明传播力影响力的有力抓手。党的十八大以来，以习近平同志为核心的党中央把加强国际传播能力建设提升到国家战略高度，强调要加强国际传播能力建设，“深化文明交流互鉴，推动中华文化更好走向世界”。加强国际传播能力建设，全面提升国际传播效能，有利于推动中华文明与世界各国文明开展建设性对话，增进外国民众对中华文化的了解，提升中华文明传播力影响力。

(3) Promoting a Fairer and More Inclusive Global Communication Order

（三）推动全球传播秩序更为公平包容

General Secretary Xi Jinping’s important discourses on strengthening international communication capacity building provide scientific guidance and a practical roadmap for promoting a global communication order that is fairer and more inclusive, and for better advancing the construction of a community with a shared future for mankind. For a long time, Western countries have dominated the agenda-setting and narrative frameworks of international public opinion, resulting in a high concentration of international discursive power in a few developed countries, while the vast majority of developing countries face the predicament of collective “voicelessness.” This imbalanced communication order not only solidifies the cognitive framework of Western-centrism but also, through exclusionary narrative logic and platform monopolies, hinders the effective advancement of global cooperation and civilizational dialogue. General Secretary Xi Jinping emphasizes that in strengthening international communication capacity building, “we must widely publicize China’s propositions, China’s wisdom, and China’s solutions. Our country is increasingly moving to the center of the world stage, and has both the ability and the responsibility to play a greater role in global affairs, and to work with all countries to make greater contributions to solving the problems of all humanity.” Against the backdrop of structural imbalance in global communication, China’s strengthening of international communication capacity building and comprehensive improvement of international communication effectiveness will help break the solidified Western-dominated order and discursive monopoly, promote the formation of a more inclusive, representative, and just international public opinion environment, and inject positive and enduring constructive forces into world development and global governance.

习近平总书记关于加强国际传播能力建设重要论述，为推动全球传播秩序朝着更加公平、包容的方向发展，更好推进构建人类命运共同体提供了科学指引与行动指南。长期以来，西方国家主导着国际舆论的议程设置与叙事框架，导致国际话语权高度集中于少数发达国家，广大发展中国家面临集体“失声”困境。这种失衡的传播秩序不仅固化了西方中心主义的认知框架，更通过排他性的叙事逻辑与平台垄断，阻碍全球协作与文明对话的有效推进。习近平总书记强调，加强国际传播能力建设，“要广泛宣介中国主张、中国智慧、中国方案，我国日益走近世界舞台中央，有能力也有责任在全球事务中发挥更大作用，同各国一道为解决全人类问题作出更大贡献”。在全球传播结构性失衡的背景下，中国加强国际传播能力建设，全面提升国际传播效能，将有助于打破西方主导的固化秩序与话语垄断，推动形成更具包容性、代表性和公正性的国际舆论环境，为世界发展与全球治理注入积极而持久的建设性力量。