BEIJING, May 12 (NewsDay Live) — A Chinese professor has urged the media to play a greater role in shaping their countries’ national image and promoting global co-operation.
Presenting a paper titled Media Roles in International Politics: Building International Communication Capacity and Public Diplomacy Practice at the Academy for International Business Officials on Monday, Professor Zhang Weiwei said globalisation had intensified international co-operation, making effective communication increasingly important in fostering mutual understanding among nations.
Using China as an example, Zhang said the country’s mainstream media strengthened their sense of responsibility in 2024, citing the National Press and Publication Administration.
She said coverage of key issues such as economic recovery, rural revitalisation and the Olympic Games had been timely and authoritative, while reporting on natural disasters and public health incidents was accurate and constructive.
Zhang said international communication helps bridge cultural divides and enhance a country’s global influence.
“Chinese cultural products and activities, such as movies, TV series and large-scale cultural events, have gained international appeal and appreciation,” she said.
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However, she noted that differences in values, modes of thinking and social systems remained barriers to understanding China’s perspectives and development model.
Zhang also criticised what she described as Western media dominance, saying it had contributed to biased portrayals of some countries.
“China faces challenges in gaining discourse power and shaping an accurate national image,” she said.
She said new media platforms had created fresh opportunities for engagement, but also posed challenges such as information overload and fragmented communication.
“Effective strategies are needed to guide public opinion,” Zhang said.
According to Zhang, the Chinese government plays a central role in planning, funding and training international communication professionals to strengthen the country’s communication capacity.
She added that mainstream media, think tanks and international organisations work together to amplify China’s voice globally.
Zhang said China was also leveraging short videos, digital broadcasting and other new media technologies to reach wider audiences more effectively.
To strengthen communication co-operation within the Global South, she said China trains media professionals and produces localised content aimed at improving communication capacity among developing countries.
“We share successful cases of localised communication to inspire other countries in effective international communication,” Zhang said.
She added that China was using artificial intelligence and big data to analyse international public opinion and develop more targeted communication strategies.
“We are developing a discourse system for a community with a shared future for mankind to promote a more inclusive global communication order,” she said.
On talent development, Zhang said China was training professionals with cross-cultural communication skills to bridge cultural gaps and improve international understanding.
She added that media literacy training for journalists, diplomats and entrepreneurs was also being strengthened to improve the quality and effectiveness of international communication.