Practical Pathways for Enhancing the International Communication Efficacy of Chinese Discourse

Communication power determines influence; discursive power determines the initiative. International communication capacity is an important component of a country’s cultural soft power. The 15th Five-Year Plan outline proposes “accelerating the construction of a Chinese discourse and Chinese narrative system, and enhancing international communication efficacy.” [1]1 The 15th Five-Year Plan (2026–2030) is the next in the series of national economic and social development plans; the outline referred to here is a preliminary document guiding its formulation. Currently, digital-intelligent technologies and media innovation are driving a profound transformation of the international communication paradigm, and the international communication landscape is undergoing deep adjustment. General Secretary Xi Jinping emphasizes, “Strengthen the construction of international communication capacity, comprehensively enhance international communication efficacy, and form an international discursive power commensurate with China’s comprehensive national strength and international status.” [2]2 Xi Jinping’s remark is from a 2021 speech at the 30th collective study session of the Politburo of the 19th CPC Central Committee. Facing the complex and volatile international public opinion environment, we must precisely grasp the characteristics and laws of international communication, accelerate the construction of a multi-channel, three-dimensional external communication pattern, and comprehensively enhance the international communication efficacy of Chinese discourse through effective measures, thereby creating a favorable external public opinion environment for advancing and expanding Chinese-path modernization.

传播力决定影响力，话语权决定主动权，国际传播能力是国家文化软实力的重要组成部分。“十五五”规划纲要提出，“加快构建中国话语和中国叙事体系，提升国际传播效能”。当前，数智技术与媒介革新正推动国际传播范式深刻转型，国际传播格局面临深刻调整。习近平总书记强调，“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”。面对纷繁复杂的国际舆论环境，我们要精准把握国际传播的特点和规律，加快构建多渠道、立体式对外传播格局，以有效举措全面提升中国话语国际传播效能，为推进和拓展中国式现代化营造良好外部舆论环境。

Stimulate Empathy and Identification through Signature Concepts and a Discourse System That Bridges China and the World

以标识性概念和融通中外的话语体系激发共情与认同

Discourse construction capacity is an important foundation for enhancing international communication efficacy. Excavating and innovating discourse expressions rich in Chinese characteristics and reflecting Chinese practice, and forging an international communication discourse system that bridges China and the world, can form Chinese expressions in the international public opinion arena, promote the transformation of China’s image from “shaped by others” to “self-shaped,” and vividly present a credible, lovable, and respectable image of China. General Secretary Xi Jinping points out, “We must adopt precise communication methods tailored to the audiences of different regions, different countries, and different groups, promote the globalized, regionalized, and segmented expression of Chinese stories and Chinese voices, and enhance the affinity and effectiveness of international communication.” [3]3 Xi Jinping’s remark is from the same 2021 speech. Therefore, we should find points of convergence between Chinese culture and other cultures, keep pace with the times to refine and present original signature concepts that embody Chinese experience and meet world needs, and through a “revolution in terminology” and new concepts, new categories, and new expressions that bridge China and the world, continuously enhance the appeal, attractiveness, and influence of the Chinese discourse and Chinese narrative system. Timely optimize the agenda-setting of international communication, use lightweight discourse with story-based and life-oriented expressions to break down cognitive barriers, and through meaning transmission and value narratives, continuously stimulate emotional resonance and deep identification. According to the different needs of regional cultures, geopolitics, and audiences, take drip-irrigation-style output as the path, emphasize differentiated and segmented communication, so that more overseas audiences can understand, accept, and comprehend Chinese narratives, enabling the world to better understand China.

话语建构能力是提升国际传播效能的重要基础，挖掘创新富有中国特色、反映中国实践的话语表达，打造融通中外的国际传播话语体系，能够在国际舆论场中形成中国表达，推动中国形象由“他塑”转向“自塑”，生动展现可信、可爱、可敬的中国形象。习近平总书记指出，“要采用贴近不同区域、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”。因此，应找到中华文化与其他文化的契合点，与时俱进提炼展现中国经验和世界需要的原创性标识性概念，以“术语的革命”和融通中外的新概念、新范畴、新表述，不断提升中国话语和中国叙事体系的感召力、吸引力和影响力。适时优化国际传播议程设置，用轻量话语的故事化、生活化表达，打破认知壁垒，以意义传递和价值叙事不断激发情感共鸣与深度认同。根据区域文化、地缘政治和受众的不同需求，以滴灌式输出为路径，注重差异化、分众化传播，让更多海外受众对中国叙事听得懂、听得进、听得明白，让世界更好读懂中国。

Empower the Construction of a Multi-Channel, Three-Dimensional External Communication Pattern with Digital-Intelligent Technologies

以数智技术赋能构建多渠道、立体式对外传播格局

Emerging technologies empower communication methods, effectively breaking traditional spatiotemporal barriers and becoming a key factor driving changes in the international communication paradigm and pattern and enhancing international communication momentum. General Secretary Xi Jinping emphasizes, “We must grasp the trends of mobilization, socialization, and visualization in the field of international communication, work hard on constructing an external communication discourse system, and work hard on being readily accepted and easily understood.” [4]4 Xi Jinping’s remark is from the same 2021 speech. Currently, the widespread application of cutting-edge technologies such as artificial intelligence and big data has not only profoundly changed the modes of information exchange and cultural dissemination between countries but also reshaped the global media structure and public opinion ecology. Therefore, to adapt to the new trends in the development of digital-intelligent technologies and innovatively carry out online external publicity, we must use new technologies to empower cultural decoding, reconstruct communication paradigms through innovation, and accelerate the construction of a more effective international communication system. We must be adept at using technologies such as big data and intelligent models to promptly capture global public opinion hotspot information, effectively connect with the information needs, consumption preferences, and emotional attitudes of audiences in different overseas countries and regions, form precise “user profiles,” and through in-depth analysis of massive data, construct an efficient, precise, and internationally-oriented intelligent communication network system with Chinese characteristics, promoting the transformation of information content production from “human dependence” to “intelligent generation,” and promoting the transformation of communication methods from “full coverage” to “precise reach,” thereby effectively enhancing cross-regional and cross-cultural communication levels. Following the development trend of media convergence and innovation, actively explore diversified communication channels. In the process of accelerating the deep integration of media, build digital, networked, and intelligent cultural communication platforms, work hard on the effective linkage of internal and external publicity, both “state feelings” and “explain principles,” be good at both “telling oneself” and inspiring “others to tell,” strive to build a multi-subject, wide-ranging communication ecology and communication matrix, and actively forge an all-media external communication pattern. Be adept at using virtual reality and augmented reality technologies to create immersive cultural experiences, allowing overseas audiences to experience the unique charm of Chinese culture as if they were there. Through the diverse construction of scenes and multi-dimensional user interaction, promote the digital empowerment and intelligent transformation of Chinese cultural dissemination, thereby effectively enhancing communication quality, efficiency, and international influence.

新兴技术赋能传播方式，能有效打破传统的时空壁垒，成为驱动国际传播范式与格局更迭、提升国际传播势能的关键要素。习近平总书记强调，“我们要把握国际传播领域移动化、社交化、可视化的趋势，在构建对外传播话语体系上下功夫，在乐于接受和易于理解上下功夫”。当前，人工智能、大数据等前沿技术的广泛应用，既深刻改变了国家间的信息交流与文化传播模式，也重塑了全球媒体结构和舆论生态。因此，适应数智技术的发展新趋势，创新开展网络外宣，必须以新技术赋能文化解码、以创新重构传播范式，加快构建更有效力的国际传播体系。要善于运用大数据、智能模型等技术，及时捕捉全球舆情热点信息，有效对接海外不同国家、地区受众的信息需求、消费偏好和情感态度，形成精准的“用户画像”，通过对海量数据的深度分析，建构起高效精准、具有中国特色的国际化智能传播网络体系，推动信息内容生产从“人力依赖”迈向“智能生成”，推动传播方式从“全体覆盖”迈向“精准触达”，切实提升跨地域、跨文化传播水平。顺应媒体融合创新的发展趋势，积极探索多样化的传播渠道，在加快推进媒体深度融合进程中，打造数字化、网络化、智能化的文化传播平台，在内宣外宣的有效联动上下功夫，既“陈情”又“说理”，既善于“自己讲”又激发“别人讲”，着力构建多主体、宽领域的传播生态和传播矩阵，积极打造全媒体对外传播格局。善于运用虚拟现实和增强现实技术，打造沉浸式文化体验，让海外受众能够身临其境感受中华文化的特有魅力，借助场景多元构建和用户多维交互，推进中华文化传播的数字化赋能、智能化转型，从而有效提升传播质效和国际影响力。

Actively Seize the Commanding Heights of International Communication through Platform Synergy and Cross-Screen Communication

以平台协同和跨屏传播积极抢占国际传播制高点

Currently, international communication presents new trends of multi-node, multi-level, and multi-subject interactive driving. Continuously enriching channel resources and optimizing communication forms, and accelerating the realization of cross-national resource allocation, cross-screen product communication, and cross-border value creation, have become effective pathways for enhancing international communication efficacy. In the digital-intelligent era, national mainstream media must accelerate intelligent upgrading, be adept at “borrowing boats to go to sea,” through in-depth analysis of overseas platform recommendation mechanisms, optimize content tags and publication time nodes, increase the platform recommendation weight of relevant content, continuously optimize platform-side agenda-setting, establish a global interview network rapid response mechanism, improve the reach rate and influence of information, and actively seize the initiative in international public opinion games. Build an all-media international communication matrix. While strengthening data privacy protection, encourage high-quality domestic platforms to “go overseas and take root.” For different cultural backgrounds and communication scenarios, research and develop multi-modal content generation systems, make good use of algorithm recommendation rules, use mainstream value orientation to control algorithms, precisely push content, improve the affinity and integration of Chinese discourse communication, and continuously enhance the platform’s user popularity, communication influence, and international competitiveness. Strengthen cooperation with international media platforms, effectively play the role of “bridging” organizations, deepen the synergistic cooperation between China’s communication platforms and international organizations, overseas media, multinational enterprises, and cultural institutions, continuously expand the international public opinion “circle of friends” that understands and is friendly to China, strengthen cooperation and interconnection between independent platforms and overseas platforms, through joint policy formulation, project cooperation, and technology co-construction, break through barriers and development limitations, use communication resource linkage to help local international communication “break out of the circle” and “break through the circle,” and effectively enhance international communication capacity and the discursive power of independent platforms.

当前，国际传播呈现多节点、多层次、多元主体交互驱动的新趋势，不断丰富渠道资源和优化传播形态，加快实现资源跨国配置、产品跨屏传播、价值跨界创造，成为提升国际传播效能的有效路径。数智时代，国家主流媒体要加快实现智能化升级，善于“借船出海”，通过深度解析海外平台的推荐机制，优化内容标签和发布时间节点，提高相关内容的平台推荐权重，通过持续优化平台端的议程设置，建立全球采访网络快速反应机制，提高信息的触达率和影响力，积极抢占国际舆论博弈的主动权。打造全媒体国际传播矩阵，在加强数据隐私保护的同时，鼓励国内优质平台“出海扎根”，针对不同文化背景和传播场景，研发多模态内容生成系统，用好算法推荐规则，用主流价值导向驾驭算法，精准推送内容，提高中国话语传播的亲和度、融入度，不断提升平台的用户喜爱度、传播影响力及国际竞争力。加强国际媒体平台合作，有效发挥“桥接型”组织作用，深化我国传播平台与国际组织、海外媒体、跨国企业、文化机构的协同合作，不断扩大知华友华的国际舆论“朋友圈”，加强自主平台与海外平台的合作与互联互通，通过政策联合制定、项目合作、技术共建等，突破壁垒和发展限制，以传播资源联动助力地方国际传播“出圈”“破圈”，切实增强国际传播能力与自主平台话语权。

Enhance “Self-Shaping” Capability through Effective International Public Opinion Struggle Strategies

以有效的国际舆论斗争策略增强“自塑”能力

At present, the pattern of international public opinion remains one of “the West is strong and we are weak.” To completely reverse this situation and seize the initiative in international public opinion, we must always maintain a high level of vigilance and keen insight into the external public opinion environment. In response to major international events and emergencies, we must dare to struggle and speak out in a timely manner, continuously strengthen our overseas delivery capacity, focus on timeliness, intensity, and effectiveness, clarify false information, refute erroneous information, let authoritative voices take the lead, ensure that the first word sets the tone, and hit the mark with each effort. We must strive to resolve the “contrast” between China’s true image and the West’s subjective impression, and the “gap” between “self-shaping” and “other-shaping.” By actively setting new agendas, proposing new concepts, and conveying new ideas, we can effectively respond to the West’s false narratives and slanderous attacks. Through actively and clearly interpreting China’s positions, unequivocally putting forward China’s propositions and China’s solutions, and promptly clarifying the facts and truth, we can effectively seize international discourse power. We must accelerate the building of an international communication team that is politically strong, professionally skilled, and technologically savvy, and skillfully deploy a “combined punch” of official discourse, academic discourse, popular discourse, and international discourse. We must work hard to expose rumors and lies, make good use of platforms such as news release mechanisms and major events, engage in two-way dialogue and organic interaction with various types of overseas audiences, and, with the maximum synergy of discourse communication, firmly grasp the power to define and the discourse power over China’s international image in the New Era, thereby enhancing our country’s “self-shaping” capability in international communication. We must do a good job in evaluating the effectiveness of international communication of Chinese discourse, accelerate the construction of a high-standard, standardized, and operable evaluation indicator system, carry out systematic deployment based on country-specific effectiveness, language-specific effectiveness, and media-specific effectiveness evaluation, make good use of technologies such as big data and generative artificial intelligence, effectively build a system for collecting, sorting, feeding back, and applying data on international communication effectiveness, promote overall improvement in quality and efficiency of international communication work, and create a favorable external environment for building a strong country and realizing the great rejuvenation of the Chinese nation.

当前，国际舆论格局依然是“西强我弱”，要彻底扭转这种局面，掌握国际舆论制胜主动权，我们必须始终保持对外部舆论环境的高度警觉和敏锐洞察，针对国际重大事件、突发事件要敢于斗争、及时发声，持续增强海外投送能力，从时度效着力，对虚假信息进行澄清、对错误信息进行驳斥，让权威声音先声夺人，确保首发定调，一发即中。着力解决好中国真实形象与西方主观印象的“反差”、“自塑”与“他塑”之间的“落差”，通过主动设置新议题、提出新概念、传递新理念，有效回应西方的虚假叙事和污蔑攻击，通过积极主动阐释中国立场，旗帜鲜明地提出中国主张、中国方案，及时澄清事实真相，有效抢占国际话语权。加快打造一支政治强、业务精、懂技术的国际传播队伍，打好官方话语、学术话语、民间话语、国际话语的“组合拳”，在揭批谣言谎言上下功夫，善于用好新闻发布机制、重大活动等平台，与各类海外受众双向对话、有机互动，以话语传播的最大合力，牢牢掌握新时代中国国际形象的定义权和话语权，提升我国在国际传播中的“自塑”能力。做好中国话语国际传播的效果评估，加快构建高标准、规范化、可操作的评估指标体系，基于国别效果、语种效果、媒介效果评估等进行系统化布局，善用大数据、生成式人工智能等技术，有效构建国际传播效果数据采集、整理、反馈和应用体系，推动国际传播工作实现整体提质增效，为强国建设、民族复兴伟业营造有利外部环境。

(Author: Ni Mingsheng, Professor at the Party School of the Tianjin Municipal Committee of the CPC, Distinguished Researcher at the Tianjin Research Center for the Theoretical System of Socialism with Chinese Characteristics)

（作者：倪明胜，系天津市委党校教授、天津市中国特色社会主义理论体系研究中心特聘研究员）