Methods for Constructing a Strategic System for International Communication with Chinese Characteristics

The Third Plenary Session of the 20th Central Committee of the Communist Party of China emphasized the need to “build a more effective international communication system.” Constructing a strategic system for international communication with Chinese characteristics is not only a manifestation of the deep application of strategic thinking but also a key pathway to enhancing the effectiveness of international communication. This article intends to explore methods for constructing a strategic system for international communication with Chinese characteristics from the perspectives of the value system, structural system, and operational system, aiming to promote strengthened strategic cooperation on a global scale and jointly address global conflicts and challenges.

党的二十届三中全会强调，要“构建更有效力的国际传播体系”。构建具有中国特色的国际传播战略体系，不仅是战略思维深度应用的体现，更是国际传播效能提升的关键路径。本文拟从价值体系、结构体系、运行体系等方面探讨中国特色国际传播战略体系构建方法，旨在推动全球范围内加强战略合作，共同应对全球性冲突与挑战。

Grounding Communication Practice in “a Community with a Shared Future for Mankind”

立足“人类命运共同体”的传播实践

Facing the complex situation of intensified great-power competition, increased geopolitical conflicts, and rampant disinformation, constructing a strategic system for international communication with Chinese characteristics requires not only emphasizing the core concept of “a community with a shared future for mankind” but also deeply integrating it into the value system of diverse subjects in global governance. The concept of a community with a shared future for mankind has found, from the perspective of values, a direction for the exchange and mutual learning of global civilizations. This concept provides guiding ideology for China’s international communication strategy, promotes a value consensus in global interactions, and becomes key to enhancing the effectiveness of international cooperation.

面对大国博弈加剧、地缘冲突增多以及虚假信息泛滥的复杂局势，构建中国特色国际传播战略体系不仅需要强调“人类命运共同体”这一核心理念，还需深度融入全球治理的多元主体价值体系之中。人类命运共同体理念从价值观上找到了全球文明交流互鉴的发展方向，该理念为中国国际传播战略提供了指导思想，促进了全球交往的价值共识，成为提升国际合作效能的关键。

Although different countries have different values, the pursuit of shared emotions and a better life is universal. The Belt and Road Initiative provides a platform for the practice of the concept of a community with a shared future for mankind, promoting economic cooperation, civilizational exchange, and peaceful development among participating countries. By stimulating emotional resonance, different countries can transcend cultural and linguistic barriers, enhance understanding and respect, achieve shared values, and thereby promote international cooperation and unity.

尽管不同国家有不同的价值观，但对共同情感和美好生活的追求是相通的。共建“一带一路”倡议为人类命运共同体理念的实践提供了平台，促进了共建国家的经济合作、文明交流与世界和平发展。通过激发情感共鸣，不同国家能够跨越文化和语言障碍，增进理解和尊重，实现价值共通，进而促进国际合作与团结。

China’s communication practice of “a community with a shared future for mankind” possesses both Chinese characteristics and commonalities with the world. It is precisely because of the existence of these commonalities that space is provided for emotional resonance among people worldwide. Emotional resonance can transcend barriers such as language and culture, enhance understanding and respect between different cultures, facilitate the sharing of values related to the concept of a community with a shared future for mankind across different countries and regions, and promote international cooperation and unity.

我国的“人类命运共同体”传播实践既有中国特色，也与世界存在共性。正是因为共性的存在，给世界民众的情感共鸣提供了空间。情感共鸣可以跨越语言和文化等障碍，增进不同文化之间的理解和尊重，促成不同国家和地区有关人类命运共同体理念的价值共通，促进国际合作与团结。

Deepening the Multi-Dimensional Communication Discourse of All-Media

深化全媒体多维传播话语

The deepening of all-media communication is crucial for constructing a multi-dimensional discourse international communication structural system. Constructing a strategic system for international communication with Chinese characteristics requires taking Chinese culture as its foundation and enhancing the effectiveness of international communication as its ultimate goal.

全媒体传播的深化对于多维话语国际传播结构体系的构建至关重要。构建中国特色的国际传播战略体系，需以中华文化为根基、以增强国际传播效能为最终目标。

International communication involves multiple subjects, including governments, media, enterprises, and the public, which exhibit different behaviors and functions due to their differing natures. International communication with the government as the subject is the outward extension or cross-border part of government information dissemination. Government communicators exercise communication functions on behalf of the state and possess absolute authority. Therefore, in the process of international communication, the government acts both as a communicator and a gatekeeper; it must both disseminate information and implement information control. Media communication is managed by the government; ensuring the accuracy and objectivity of reporting is key to winning the trust of the international community and guiding international public opinion. Enterprise communication, while pursuing commercial profits, conveys the enterprise’s core values and sense of social responsibility through its brand image, to better achieve brand localization and attract international consumers. Individual communication, due to the rise of the internet, is characterized by decentralization and spontaneity, promoting the cross-cultural flow of diverse information. Constructing an international communication system with Chinese characteristics requires coordinating these diverse subjects and establishing a professional consultation mechanism to improve the scientific, timely, and effective nature of responding to international public opinion concerning China.

国际传播涉及政府、媒体、企业和公众等多个主体，它们因性质不同而展现出不同的行为和功能。以政府为主体的国际传播是政府信息传播的向外延伸部分或跨国界的部分，政府传播者代表国家行使传播职能，具有绝对的权威性。因此，在国际传播过程中，政府既是传播者，也是把关人；既要进行信息传播，也要实施信息管控。媒体传播受政府管理，保证报道的准确性、客观性是其赢得国际社会信任、引导国际舆论的关键。企业传播则在追求商业利润的同时，通过品牌形象传递企业的核心价值观和社会责任感，以更好实现品牌落地和吸引国际消费者。个人传播因互联网兴起而具有分散性、自发性，推动多元信息的跨文化流动。构建中国特色的国际传播体系需协同这些多元主体，建立专业性合议机制，以提高应对涉华国际舆论的科学性、及时性和有效性。

International communication is essentially a process of uniting forces and winning people’s hearts. Currently, advancing the construction of the international communication system requires consolidating and strengthening China’s “circle of friends” internationally, building cross-border, cross-field, and cross-departmental collaborative teams, forming a diversified, multi-level, and multi-channel communication pattern, engaging in equal dialogue with the international community, and presenting a true, multi-dimensional, and comprehensive China.

国际传播本质上是团结力量、争取人心的过程。当前，推进国际传播体系建设需巩固壮大我国在国际上的“朋友圈”，构建跨国界、跨领域、跨部门的协同团队，形成多样化、多层级、多渠道的传播格局，与国际社会平等对话，展示真实、立体、全面的中国。

For effective communication, cultural differences must be considered, local cultural contexts respected, and “communication without understanding” avoided. To this end, an effective strategy is to integrate into the agenda-setting of local media and cooperate with opinion leaders. For example, in the overseas diffusion of China’s 5G technology, by establishing good relations with local government officials and media, conflicting discourses were resolved, positive reporting was promoted, and the communication power of China’s voice and the support of local people were enhanced. At the same time, winning the understanding and support of the international community, guiding international public sentiment, and clarifying doubts help countries strengthen communication and cooperation and form a united public opinion force in a complex and volatile international environment.

为有效沟通，需考虑文化差异，尊重当地文化语境，避免“传而不通”。为此，有效的策略是融入当地媒体的议程设置，与意见领袖合作。如在中国5G技术海外扩散中，通过与当地政府官员和媒体建立良好关系，化解冲突性话语，促进积极报道，提升中国声音的传播力和当地民众的支持度。同时，争取国际社会的理解和支持，引导国际社会情绪，解疑释惑，有助于各国在复杂多变的国际环境下加强沟通与合作，形成舆论合力。

Constructing an Operational System for International Communication Targeting Multiple Audiences

构建多重受众国际传播运行体系

When constructing a multi-dimensional international communication system, cross-cultural interaction becomes an indispensable key scenario. Especially under the impetus and requirements of the context of global interaction and the exchange and mutual learning of global civilizations, changing the unidirectional dissemination of Chinese culture is an inevitable trend, and the importance of cultural exchange and interaction between countries is increasingly prominent. Facing diverse international publics, precise and vertical communication strategies are crucial, and key audiences directly influence the realization of international communication strategic goals.

在构建立体的国际传播体系时，跨文化交往成为不可或缺的关键场景，尤其在全球交往与全球文明交流互鉴语境的推动与要求下，改变中华文化的单向度传播是必然趋势，各国间文化交往和互动的重要性愈发凸显。面对多样化的国际公众，精准垂直的传播策略至关重要，而关键受众则直接影响国际传播战略目标的实现。

Generation Z, as the first generation of “digital natives,” with their unique growth environment and proficient mastery of the internet and smart media, exhibit significant differences from other groups in media usage, discourse expression, and international exchange. Moreover, their unique communication methods and habits have profoundly influenced the global communication landscape. This group plays an important role in international communication, promoting cultural exchange and integration, and helping to enhance national soft power. Strengthening the cross-cultural communication capabilities of Generation Z is particularly important for constructing the value system of global governance and enhancing the effectiveness of international communication.

Z世代作为第一代“数字原住民”，其独特的成长环境和对互联网及智能媒体的熟练掌握，使他们在媒体使用、话语表达和国际交流等方面展现出与其他群体明显的差异，更以其独特的传播方式和习惯深度影响了全球传播格局。这一群体在国际传播中扮演了重要角色，促进了文化交流与融合，并有助于提升国家软实力。加强Z世代的跨文化交流能力，对于构建全球治理的价值体系及提升国际传播效能尤为重要。

When constructing an operational system for international communication targeting multiple audiences that involves cultural interaction among all people, it is necessary to fully tap into and utilize the potential and vitality of Generation Z. First, the cross-cultural interaction of Generation Z lays the foundation for constructing a universal international communication strategic system. Generation Z, through social media platforms, transcends geographical and cultural boundaries, sharing local cultures and lifestyles with youth groups around the world, promoting understanding and respect between different cultures. On this basis, Generation Z needs to be guided to become emissaries of Chinese culture, using their perspectives and discourse to show the world a true, multi-dimensional, and comprehensive China. Second, the participation of Generation Z helps achieve the holistic construction of China’s international communication strategic system. This group’s comprehensive attention to international politics, technology, and culture, as well as the highly innovative and interactive content they produce using new media platforms, can attract more international public attention and participation, thereby enhancing the overall effect of China’s international communication. Finally, guiding Generation Z to actively participate in international communication cooperation projects and establish closer ties with global media institutions and youth groups is of great significance for promoting the coordinated development of international communication.

在构建全民文化交往的多重受众国际传播运行体系时，需充分挖掘和利用Z世代的潜力和活力。首先，Z世代的跨文化交往为全民性国际传播战略体系的构建奠定了基础。Z世代通过社交媒体平台，跨越地理和文化的界限，与全球各地的青年群体分享地方文化和生活方式，促进了不同文化之间的理解和尊重。在此基础上，需引导Z世代成为中华文化传播的使者，通过他们的视角和话语，向世界展示一个真实、立体、全面的中国。其次，Z世代的参与有助于实现中国国际传播战略体系的整体性构建。这一群体对国际政治、科技、文化的全方位关注，以及他们利用新媒体平台生产的具有高度创新性和互动性的内容，能够吸引更多国际公众的关注和参与，从而增强中国国际传播的整体效果。最后，引导Z世代积极参与国际传播合作项目，与全球媒体机构和青年群体建立更加紧密的联系，对于推动国际传播的协同发展具有重要意义。

Incorporating Generation Z into the international communication strategic system requires innovating communication strategies and deepening cross-cultural exchange based on a full understanding of Generation Z’s characteristics. More importantly, it requires building an international communication platform that integrates diverse subjects. The government should play a leading role on this platform, setting agendas and exchange projects, formulating relevant policies, and encouraging and supporting Generation Z’s participation in international interaction. Media should provide authoritative information sources and in-depth content analysis, using their interactivity and immediacy to attract Generation Z’s attention to international affairs. Enterprises should utilize their brand resources and advantages to provide Generation Z with more opportunities to showcase themselves on the international stage.

将Z世代纳入国际传播战略体系，需要在充分理解Z世代特性的基础上，创新传播策略，深化跨文化交流。而更为重要的是搭建多元主体融合的国际传播平台。政府在此平台中应发挥引领作用，设置议题和交流项目，制定相关政策，鼓励和支持Z世代参与国际交往。媒体应提供权威的信息来源和深度的内容分析，利用其互动性和即时性，吸引Z世代关注国际事务。企业应利用品牌资源与优势，为Z世代提供更多在国际舞台展示自我的机会。

In recent years, the scale of overseas social media presence of central state-owned enterprises has been growing, but the content forms and usage habits cannot fully meet the preferences of Generation Z. TikTok, with its user-deeply-engaged short video content production and dissemination model, is widely popular among Generation Z globally, with over 1.1 billion daily active users worldwide. However, currently only seven central state-owned enterprises have opened official TikTok accounts. In the current era of close global political, economic, and cultural interconnection, it is urgently necessary to form a comprehensive system led by the government, with media cooperation and enterprise support, to jointly create a front for Generation Z to participate in cross-cultural interaction.

近年来，中央企业海外社交媒体布局规模不断壮大，但内容形式和使用习惯不能完全满足Z世代群体的偏好。TikTok凭借用户深度参与的短视频内容生产与传播模式在全球Z世代群体中广受欢迎，全球日活跃用户已超过11亿，但目前仅7家央企开通TikTok官方账号。在全球政治、经济、文化紧密相连的当下，亟须尽快形成政府引领、媒体合作、企业支持的综合体系，共同为Z世代打造参与跨文化交往的阵地。

The strategic system for international communication with Chinese characteristics needs to broadly connect development subjects across the world, forming cultural consensus and value identification on a global scale. By tapping into the vitality of Generation Z young audiences and shaping a sense of community that transcends national boundaries, it helps to gather more wisdom and strength globally, advance the construction of a value system for global governance, and jointly promote international communication into a new stage of higher efficiency and higher quality.

中国特色国际传播战略体系需要广泛连接全世界的发展主体，形成全球范围内的文化共识和价值认同。通过挖掘Z世代年轻受众的活力，塑造跨越国界的共同体意识，有助于在全球范围内凝聚更多的智慧和力量，推进全球治理的价值体系建设，共同推动国际传播进入更高效力、更高质量的新阶段。

(The author is a professor at the School of Communication, East China Normal University)

（作者系华东师范大学传播学院教授）

Online editor: Huihui

网络编辑：慧慧