The Significance and Pathways of Enhancing the Global Communication Efficacy of Chinese Culture

Chinese culture is the soul of the Chinese nation and an important pillar of national development. The report of the 20th National Congress of the CPC [1]1 The 20th National Congress of the CPC was held in October 2022, where Xi Jinping delivered a report outlining pointed out the need to “enhance the communication power and influence of Chinese civilization,” “strengthen international communication capacity building, comprehensively improve international communication efficacy,” and “promote Chinese culture to better reach the world.” The Third Plenary Session of the 20th Central Committee of the CPC [2] emphasized the need to “optimize the mechanisms for cultural services and cultural product supply” and “build a more effective international communication system.” These important expositions clarify the strategic significance and practical pathways for enhancing the global communication efficacy of Chinese culture in the New Era, providing fundamental guidance for promoting Chinese culture to better reach the world.

中华文化是中华民族的灵魂，是国家发展的重要支撑。党的二十大报告指出，要“增强中华文明传播力影响力”“加强国际传播能力建设，全面提升国际传播效能”“推动中华文化更好走向世界”。党的二十届三中全会强调，要“优化文化服务和文化产品供给机制”“构建更有效力的国际传播体系”。这些重要论述，阐明了新时代提升中华文化全球传播效能的战略意义和实践路径，为推动中华文化更好走向世界提供了根本遵循。

1. The Contemporary Significance of Enhancing the Global Communication Efficacy of Chinese Culture

1.提升中华文化全球传播效能的时代意义

On the one hand, enhancing the global communication efficacy of Chinese culture is an inevitable requirement for building a socialist cultural power, improving national cultural soft power, and strengthening international discourse power. In today’s world, competition in cultural soft power has become an important dimension of comprehensive national power competition; whoever can effectively disseminate their own cultural concepts and value propositions globally can win more understanding, recognition, and support in the international public opinion landscape. Concepts contained in Chinese culture, such as “harmony in diversity” and “the world is for all,” not only epitomize the unique spiritual temperament of the Chinese nation but also highly align with the universal aspirations of the contemporary world for peace, development, cooperation, and mutual benefit. Enhancing the global communication efficacy of Chinese culture helps to gain strategic initiative in international competition and global governance, better transforming the soft power of Chinese culture into international influence and civilizational appeal, thereby providing solid support for comprehensively building a modern socialist power and advancing the cause of human civilizational progress.

一方面，提升中华文化全球传播效能是建设社会主义文化强国、提升国家文化软实力和国际话语权的必然要求。当今世界，文化软实力的竞争已成为综合国力竞争的重要维度，谁能够在全球范围内有效传播自身的文化理念和价值主张，谁就能够在国际舆论格局中赢得更多理解、认同与支持。中华文化所蕴含的“和而不同”“天下为公”等观念，不仅集中展现了中华民族独特的精神气质，也与当今世界对和平、发展、合作、共赢的普遍诉求高度契合。提升中华文化的全球传播效能，有助于在国际竞争与全球治理中赢得战略主动，推动中华文化软实力更好地转化为国际影响力与文明感召力，进而为全面建成社会主义现代化强国和推进人类文明进步事业提供坚实支撑。

On the other hand, enhancing the global communication efficacy of Chinese culture has a solid historical foundation and realistic possibility. First, Chinese civilization has a long and continuous history, accumulating ideas such as “unity of heaven and humanity” and “the people are the foundation of the state,” which have not only shaped the spiritual temperament of the Chinese nation but also provided Chinese wisdom for addressing the common challenges of today’s world. Second, the state attaches great importance to international communication capacity building, strengthening external communication platform construction, and supporting overseas cultural exchange projects, providing institutional support and resource guarantees for culture to “go global.” Finally, the rapid development of the digital-intelligence era provides unprecedented technological conditions; emerging technologies such as artificial intelligence, big data, blockchain, and immersive media open new pathways for the precise targeting and broad coverage of Chinese cultural communication, enabling it to enter the global public’s field of vision in a more modern and vivid manner. Thus, from the inherent alignment of civilizational values, the external support of national strength, and the technological assistance of intelligent communication, the enhancement of the global communication efficacy of Chinese culture possesses a solid foundation and broad space.

另一方面，提升中华文化全球传播效能具备坚实的历史基础与现实可能。首先，中华文明源远流长，积淀了“天人合一”“民为邦本”等思想，不仅塑造了中华民族的精神气质，也为应对当今世界的共同挑战提供了中国智慧。其次，国家高度重视国际传播能力建设，加强对外传播平台建设、支持海外文化交流项目等，为文化“走出去”提供了制度支持与资源保障。最后，数智时代的快速发展提供了前所未有的技术条件，人工智能、大数据、区块链、沉浸式媒体等新兴技术为中华文化传播精准触达、广泛覆盖开辟了新路径，使其以更具现代感的鲜活方式进入世界公众的视野。由此可见，从文明价值的内在契合、国家实力的外部支撑以及智能传播的技术助力来看，中华文化全球传播效能的提升具备坚实的基础与广阔的空间。

Enhancing the global communication efficacy of Chinese culture requires not only high strategic priority but also identifying focal points in practice and promoting coordinated advancement across all dimensions. It is necessary to base efforts on the contemporary context and international situation, adhere to systematic planning with breakthroughs in key areas, and focus on four aspects: deeply mining cultural resources, innovating discourse systems, cultivating composite talent, and expanding communication carriers, thereby continuously strengthening the expressiveness, affinity, and influence of Chinese culture.

提升中华文化全球传播效能，不仅要在战略上高度重视，还要在实践中找准着力点，全方位协同推进。应立足时代背景和国际形势，坚持系统谋划、重点突破，从深挖文化资源、创新话语体系、培养复合型人才、拓展传播载体四个方面着力，不断增强中华文化的表达力、亲和力和影响力。

2. Deeply Mining Cultural Resources, Showcasing the Unique Value of Chinese Culture

2.深挖文化资源，展现中华文化独特价值

Chinese culture is long-standing, profound, and extensive, an inexhaustible treasure trove of resources. The key to enhancing the global communication efficacy of Chinese culture lies in transforming the profound civilizational heritage into vivid communication content and converting the rich cultural resources into spiritual wealth shared by humanity.

中华文化源远流长、博大精深，是取之不尽、用之不竭的资源宝库。提升中华文化全球传播效能，关键在于把深厚的文明底蕴转化为鲜活的传播内容，把丰富的文化资源转化为人类共享的精神财富。

Strengthen cultural confidence and elevate cultural subjectivity. Only by continuously consolidating cultural subjectivity can one maintain clarity and composure amidst diverse cultural exchanges and win global recognition with a unique cultural temperament. On the new journey, enhancing cultural confidence should be the primary task in improving communication efficacy, adhering to a self-centered approach, basing efforts on the unique creativity of Chinese culture, and unswervingly following one’s own path of cultural development.

坚定文化自信，高扬文化主体性。只有持续巩固文化主体性，才能在多元文化交流中保持清醒和定力，以独特的文化气质赢得世界认同。新征程上，要把增强文化自信作为提升传播效能的首要任务，坚持以我为主，立足中华文化的独特创造性，坚定不移走自己的文化发展道路。

Refine spiritual symbols and showcase cultural essence. Against the backdrop of diverse global civilizational exchanges, whether a country’s culture can be widely recognized by the world largely depends on whether it possesses representative spiritual symbols. To this end, it is necessary to deeply explore and condense the cultural essence that can represent Chinese civilization, transforming it into cultural symbols with distinct recognizability and broad communicability, enabling Chinese culture to reach the world with a clearer and more unique image.

提炼精神标识，展示文化精髓。在全球文明多元交流的背景下，一个国家的文化能否被世界广泛认知，很大程度上取决于其是否拥有具有代表性的精神标识。为此，应深入挖掘和凝练能够代表中华文明的文化精髓，将其转化为具有鲜明辨识度和广泛传播力的文化符号，使中华文化以更鲜明、更独特的形象走向世界。

Base efforts on history and the contemporary era, comprehensively presenting the image. Chinese culture carries both the profound heritage of a civilization spanning over five thousand years and the vivid practice of socialism with Chinese characteristics in the New Era. Only by achieving the integration of history and reality, and the combination of tradition and modernity, can a true, multi-dimensional, and comprehensive image of China be constructed. To this end, it is necessary to start from history, telling China’s historical stories, cultural relic stories, and intangible cultural heritage stories, highlighting the depth of Chinese civilization; and also to start from reality, telling China’s development stories, reform stories, and innovation stories, showcasing the contemporary features of modern China.

立足历史与当代，全面展现形象。中华文化既承载五千多年文明的深厚底蕴，也展现新时代中国特色社会主义的生动实践。只有实现历史与现实相贯通、传统与现代相结合，才能构建真实、立体、全面的中国形象。为此，既要从历史入手，讲好中国的历史故事、文物故事、非遗故事，彰显中华文明厚度；也要从现实入手，讲好中国的发展故事、改革故事、创新故事，展现当代中国风貌。

Highlight value resonance and seek the greatest common denominator. The unique value of Chinese culture belongs not only to the Chinese nation but is also a common asset of humanity. Peace, development, fairness, justice, democracy, and freedom are important concepts contained in Chinese culture and are also value pursuits widely recognized by the world. We should be adept at transforming the ideological connotations of Chinese culture into values of universal significance, promoting the formation of value consensus that transcends national boundaries, and enhancing the affinity and appeal of Chinese culture.

突出价值共鸣，寻求最大公约数。中华文化的独特价值不仅属于中华民族，也是人类的共同财富。和平、发展、公平、正义、民主、自由是中华文化蕴含的重要理念，也是世界广泛认同的价值追求。我们应善于把中华文化的思想内涵转化为具有普遍意义的价值观念，推动形成跨越国界的价值共识，增强中华文化的亲和力与感染力。

3. Innovating the Discourse System, Enhancing Global Cultural Resonance

3.创新话语体系，增强全球文化共鸣

Discourse is the bridge for cultural communication and an important pathway for the world to understand China. Enhancing the global communication efficacy of Chinese culture requires not only deep-rooted, rich, and profound ideological content but also modes of expression that align with the comprehension habits of the international community.

话语是文化传播的桥梁，是世界了解中国的重要途径。提升中华文化全球传播效能，不仅需要扎根本土、深厚丰赡的思想内容，也需要契合国际社会理解习惯的表达方式。

Promote the transformation of communication methods from “display and promotion” to “interactive participation.” Focus on building multi-level communication platforms and creating diverse interactive scenarios, enabling overseas audiences to shift from passive reception to active participation. Grasp the cultural preferences and psychological needs of people in various countries, enhance their understanding and cognition of Chinese culture through cultural experiences, cooperative co-construction, and transnational dialogues, achieve effective transformation, appropriate expression, and precise communication while respecting differences, and stimulate emotional resonance through exchange and interaction, thereby promoting Chinese culture from external display to internal identification.

推动传播方式实现由“展示推介”转向“互动参与”。注重搭建多层次的交流平台，营造多样化的互动场景，使海外受众由被动接受转向主动参与。把握各国民众的文化偏好和心理需求，通过文化体验、合作共建、跨国对话等方式，增进各国民众对中华文化的理解和认知，在尊重差异的基础上实现有效转化、恰当表达与精准传播，在交流互动中激发情感共鸣，从而推动中华文化由外在展示走向内在认同。

Promote the complementary relationship between grand narratives and micro-narratives in narrative logic. Grand narratives can centrally showcase national positions and civilizational heights, highlighting the value concepts and profound history of Chinese culture; micro-narratives, through specific and vivid details and authentic, relatable stories, can narrow the psychological distance with overseas audiences and enhance the affinity and appeal of cross-cultural communication. In view of this, attention should be paid to shaping the overall image of Chinese culture at the macro level, such as national development achievements and the exposition of civilizational concepts, while simultaneously showcasing the practical charm of cultural values at the micro level, such as daily life practices and social interaction stories, achieving the coordinated synergy of macro and micro dual narratives.

推动叙事逻辑实现宏大叙事与微观叙事的相辅相成。宏大叙事能集中展现国家立场与文明高度，凸显中华文化的价值理念与深厚历史；微观叙事则能够通过具体生动的细节和真实可感的故事，拉近与海外受众的心理距离，增强跨文化传播的亲和力和感召力。有鉴于此，应注重在国家发展成就、文明理念阐释等宏观层面塑造中华文化的整体形象，同时在日常生活实践、社会交往故事等微观层面展现文化价值的现实魅力，实现宏观与微观双重叙事的协同发力。

Promote innovation in discourse expression through multi-voice, multi-channel, and multi-scenario approaches. Innovation is key to enhancing the appeal of cultural communication, and diversity is the foundation for strengthening cross-cultural adaptability; combining the two can break through the limitations of singular communication and construct a discourse system with Chinese characteristics, embodying the Chinese spirit, and integrating Chinese and foreign elements. Facing the diverse audience needs of the international community, while adhering to the core value stance, emphasis should be placed on diversified expression using story-driven, visualized, and perceptible methods. Through innovative voices, achieve effective communication across linguistic and cognitive differences, enhancing value resonance between different civilizations; through innovative channels, leverage the matrix effect of traditional media and emerging platforms; through innovative scenarios, make Chinese culture vivid, approachable, and deeply rooted in people’s hearts.

推动话语表达的多语态、多渠道、多场景创新。创新是提升文化传播吸引力的关键，多样是增强跨文化适应力的基础，两者结合才能突破单一化传播的局限，构建具有中国特色、体现中国精神、融通中外特点的话语体系。面对国际社会多元化的受众需求，应在坚持核心价值立场的基础上，注重用富有故事性、形象化、可感知的方式进行多样化表达。通过创新语态，实现跨越语言与认知差异的有效沟通，增强不同文明之间的价值共鸣；通过创新渠道，发挥传统媒体和新兴平台的矩阵效应；通过创新场景，让中华文化生动可亲、深入人心。

4. Cultivating Composite Communication Talent, Constructing a Multi-Subject Communication Pattern

4.培养复合型传播人才，构建多元传播主体格局

People are the most fundamental and active factor in cultural communication. Enhancing the global communication efficacy of Chinese culture must focus on cultivating composite communication talent, constructing a diversified communication subject pattern, and promoting the formation of a synergistic communication force that integrates internal and external efforts.

人是文化传播中最根本、最活跃的因素。提升中华文化全球传播效能，必须着力培养复合型传播人才，构建多元化传播主体格局，推动形成内外兼修、协同联动的传播合力。

On the one hand, cultivate composite-type communication talents, consolidating the capacity foundation for international communication. The effectiveness of communication depends on the literacy and capability of the communicators. To better promote Chinese culture to the world, it is necessary to rely on composite-type communication talents who understand languages, are versed in cultures, and master technology. Strengthen language ability training, build a linguistic bridge for cross-cultural communication, so that the Chinese voice can be heard and understood. Enhance cross-cultural understanding capabilities, cultivate cultural talents who are familiar with Chinese culture and also deeply understand the historical traditions, cultural customs, and value concepts of different countries. Improve digital communication capabilities, grasp the communication laws of digital platforms, and use diverse technical means to tell China's stories well. Focus on cultivating innovative consciousness, dare to innovate expression methods, and implement creativity into specific communication actions. Continuously improve the international communication talent cultivation system in universities, promote interdisciplinary integration of language education, cultural courses, journalism and communication, digital technology, etc., establish a cultivation model combining classroom learning with practical training, and provide solid talent support for the international communication of Chinese culture.

一方面，培养复合型传播人才，夯实国际传播的能力基础。传播成效取决于传播者的素养与能力。推动中华文化更好走向世界，必须依靠懂语言、通文化、精技术的复合型传播人才。强化语言能力训练，搭建好跨文化交流的语言桥梁，让中国声音被听见、被理解。增强跨文化理解能力，培养既熟悉中华文化，也深入了解不同国家历史传统、文化习俗和价值观念的文化人才。提升数字化传播能力，把握数字平台传播规律，运用多元技术手段讲好中国故事。注重创新意识培养，敢于创新表达方式，把创意落实到具体传播行动中。不断完善高校国际传播人才培养体系，推动语言教育、文化课程、新闻传播、数字技术等跨学科融合，建立课堂学习与实践实训相结合的培养模式，为中华文化的国际传播提供坚实的人才支撑。

On the other hand, gather synergy for international communication, promoting the formation of a diversified pattern of communication subjects. Cultural communication is not a "solo performance" by a single subject, but should be a "chorus" of multiple subjects. Official institutions and mainstream media should continue to play a leading role, providing authoritative information and value guidance; academic research institutions and think tanks should strengthen theoretical support and intellectual supply, enriching communication content with professional research and policy interpretation; cultural enterprises, media platforms, and social organizations should enhance communication vitality and expand coverage through market-oriented and industrialized methods. In addition, fully leverage the role of youth groups, overseas Chinese, and international friends, delve into fields such as short videos, micro-dramas, and electronic games, and spread China's stories in ways that are closer to the audience, diversified, and life-oriented. Through coordinated linkage between official and civil, academic and industrial, online and offline, gather multiple forces, thereby constructing a three-dimensional communication, full-coverage international communication pattern.

另一方面，汇聚国际传播合力，推动形成多元化的传播主体格局。文化传播不是单一主体的“独奏”，而应是多元主体的“合唱”。官方机构和主流媒体应继续发挥主导作用，提供权威信息与价值引领；学术研究机构和智库应强化理论支撑与智力供给，以专业研究和政策解读丰富传播内容；文化企业、媒体平台和社会组织应以市场化、产业化方式增强传播活力、拓展覆盖面。此外，充分发挥青年群体、海外华侨华人及国际友人的作用，深耕短视频、微短剧、电子游戏等领域，以更加贴近受众、多样化、生活化的方式传播中国故事。通过官方与民间、学术与产业、线上与线下的协同联动，汇聚多方力量，进而构建立体传播、全域覆盖的国际传播格局。

5. Build independent and controllable platforms, enhance the visibility of Chinese culture

5.打造自主可控平台，提高中华文化可见度

In the international public opinion arena, platforms are channels, and channels are influence. While making good use of existing international communication platforms, efforts should be made to cultivate Chinese cultural brands and digital platforms with global influence, forming independent, controllable, and sustainable communication channels, and gaining more discourse power.

在国际舆论场中，平台即渠道，渠道即影响。在用好现有国际传播平台的同时，应着力培育具有全球影响力的中国文化品牌和数字平台，形成自主可控、可持续的传播渠道，掌握更多话语权。

Expand communication carriers. Communication carriers are an important support for culture to take root and are a key link in promoting Chinese culture into daily practice. Only by continuously innovating at the carrier level and expanding the manifestation forms and modes of existence of culture can Chinese culture truly achieve a transformation from being perceptible to being approachable, from occasional presentation to daily integration.

拓展传播载体。传播载体是文化落地生根的重要依托，是推动中华文化走向日常实践的关键一环。只有在载体层面不断创新，拓展文化的表现形态和存在方式，才能使中华文化真正实现从可感知到可亲近、从偶然呈现到日常融入的转变。

Deeply develop digital carriers. With the rapid development of emerging cultural formats such as online literature, film and television series, animation and games, digital space has become an important battleground for international cultural exchange. It is necessary to focus on closely combining excellent traditional Chinese culture with contemporary aesthetics and global discourse, promoting the creative transformation and innovative expression of cultural resources, creating a batch of digital cultural products with international appeal and artistic infection, allowing overseas audiences to feel the ideological connotation and aesthetic meaning of Chinese culture, and expanding the international influence scope of Chinese culture.

深度开发数字载体。随着网络文学、影视剧集、动漫游戏等新兴文化业态的迅速发展，数字空间已成为国际文化交流的重要阵地。要注重把中华优秀传统文化与当代审美、全球话语紧密结合，推动文化资源创造性转化、创新性表达，打造一批具有国际吸引力和艺术感染力的数字文化产品，让海外受众感受中华文化的思想内涵与审美意蕴，拓展中华文化的国际影响范围。

Creatively transform physical carriers. Chinese culture is not only contained in ideological concepts and literary and artistic works, but also embodied in artifact creation and life practice. Starting from the consumption needs and living habits of people in various countries, integrate cultural elements into physical carriers such as daily necessities, clothing design, architectural spaces, and cultural and creative products, allowing Chinese culture to enter the daily lives of ordinary people in a touchable and usable way. Through the materialized presentation of culture, let Chinese culture change from accidental encounter to frequent companionship, and subtly enhance the closeness and identification of overseas audiences with Chinese culture.

创造性转化实物载体。中华文化不仅蕴含在思想理念和文艺作品中，更体现在器物创造和生活实践之中。从各国民众的消费需求和生活习惯出发，把文化元素融入日常用品、服饰设计、建筑空间、文创产品等实物载体，让中华文化以可触及、可使用的方式进入普通民众的日常生活。通过器物化的文化呈现，让中华文化由偶然相遇转变为经常相伴，在潜移默化中增强海外受众对中华文化的亲近感与认同感。

Construct a new space for intelligent communication. The rapid development of digital technology is reshaping the form and pattern of cultural communication. Emerging technologies such as artificial intelligence, virtual reality, and augmented reality have expanded the boundaries of cultural creation, providing new pathways for the creative transformation and innovative development of excellent traditional Chinese culture. Facing the diversified and segmented characteristics of audiences, we should make full use of big data, algorithmic recommendation, and artificial intelligence technology to build a multilingual, differentiated communication matrix, accurately match the cultural needs of different countries, regions, and groups, so that Chinese culture can better integrate into the daily lives of overseas audiences. Explore effective mechanisms for integrating culture and technology, transform cultural resource advantages into cultural development advantages, and promote the broad-dimension, multi-channel "going global" of excellent traditional Chinese culture.

构建智能传播新空间。数字技术的迅猛发展，正在重塑文化传播的形态和格局。人工智能、虚拟现实、增强现实等新兴技术拓展了文化创作的边界，为中华优秀传统文化的创造性转化和创新性发展提供了新路径。面对受众多元化、分众化特征，应当充分利用大数据、算法推荐与人工智能技术，建设多语种、差异化的传播矩阵，精准匹配不同国家、地区和群体的文化需求，使中华文化更好融入海外受众的日常生活。探索文化和科技融合的有效机制，把文化资源优势转化为文化发展优势，推动中华优秀传统文化的宽维度、多渠道“出海”。

(Authors: Zeng Xiangmin, Li Chaopeng, Zhao Xijing, all are specially appointed researchers of the Beijing Research

（作者：曾祥敏、李超鹏、赵希婧，均系北京市习近平新时代中国特色社会主义思想研究中心特约研究员，分别系中国传媒大学电视学院教授、讲师、副研究员）

Online editor: Huihui

网络编辑：慧慧