From March 21 to March 24, the parliamentary delegation of the ruling party of Brazil, at the invitation of the Institute of International Communication of East China Normal University, went to Rongjiang, Guizhou with the faculty and student research team of the School of Communication. In the process of visiting the grassroots people in Rongjiang, reporting on the cun chao events, and recording international exchanges, the research team deeply explored the "traffic code" of the global dissemination of Chinese stories, and also provided a new sample for the School of Communication to extend teaching and training to the grassroots level and build a "field research-integrated media production-international communication" three-in-one practice path.
From June 26 to July 2, 2024, more than 70 teachers and students of the School of Communication went to Rongjiang to carry out summer news practice activities, focusing on the "Cun Chao" phenomenon-level rural revitalization case, and reporting on the wonderful practice of Chinese-style modernization from all aspects and angles. This time, the research team went further into the grassroots of Rongjiang, and through home interviews and other methods, learned about the big story of rural revitalization from a small incision. In the future, bilingual documentary short films and related research reports will be formed in Chinese and English, and released to domestic and foreign platforms.
In addition, the English report and short film about this research activity have been released on ShanghaiEye, the flagship product of international communication of Shanghai Media Group International Communication Center, showing the enthusiastic interaction and precious friendship between the people of China and Brazil.
Video Link:
https://mp.weixin.qq.com/s/QlTaBOKNBzlFCHaLLIMpvg
Go to the stadium
Witness the "People's Football" breaking the circle of communication
On the morning of March 22, the research team first came to the Lianghu Guild Hall to listen to Ning Qingchen, Chairman of the Rongjiang County Internet Association and Deputy Director of the Comprehensive Coordination Department of the Cun Chao National Competition Organizing Committee, telling the ins and outs of the "Cun Chao" breaking the circle of communication, and discussed with Brazilian friends the communication potential of the "Cun Chao" culture to the world and empower international folk exchanges. From "Rongjiang people playing by themselves" to "inviting people from all over the country to play together" and then to "attracting more people from the world to play together", "Cun Chao" is showing the world the solid steps of China's rural revitalization and shining on the international stage. This vivid practice of integrating sports events and diverse cultures has also inspired the research team to explore new paths for international communication.
Afterwards, the research team went to the Rongjiang "Cun Chao" football field to experience the unique charm of the "Cun Chao" event, which integrates sports culture, folk culture, and industrial characteristics. Every Saturday, the green field will carefully organize major events, ethnic cultural performances, and a grand fusion of national songs and dances, which is also called "Super Saturday". It happened that the Mojiang Hani Autonomous County of Yunnan Province traveled thousands of miles to Rongjiang to carry out football friendly matches, ethnic cultural exchanges, and cultural and tourism cooperation. The Mojiang team used edible coffee powder and plant carbon black mixed raw materials to interact with the Rongjiang local team and tourists to "smear" and integrate the beautiful meaning of exorcising evil spirits and bringing good fortune into this interesting action, promoting Yunnan coffee culture while instantly igniting the enthusiasm on the scene. People of different nationalities, skin colors, and cultural backgrounds eliminated the barriers of civilization in laughter, and the unique experience also made the research team truly feel the cultural integration of "each beauty has its own beauty, and beauty is shared".
(The picture shows the student members of the research team experiencing the "smearing" session and communicating with Yang Bo, secretary of the Mojiang Hani Autonomous County Party Committee, Pu'er City, Yunnan Province, and Yang Chunde, director of the Mojiang Hani Autonomous County Culture and Tourism Bureau)
After all the matches on that day were over, the "village dance" session was staged again. The research team, Brazilian friends, Rongjiang people, and foreign tourists ran to the green field together, forming concentric circles, and joined hands in the ocean of joy, singing and dancing, and wrote a harmonious chapter of cultural exchange and international communication. The positive affirmation of the "cun chao" by the members of the Brazilian delegation once topped the Douyin hot search list in the same city, showing the warm and friendly "two-way rush" of the Chinese and Brazilian people.
Household survey
Unlocking the code of "Cun Chao"
On the morning of March 23, the student team went to Rongjiang Super Media Industrial Park together, visited the Cun Chao History Museum, and had in-depth exchanges with members of the Brazilian delegation. "Cun Chao" adheres to the people-centered development concept, mobilizes the endogenous motivation of the masses, promotes the sustainable development of Rongjiang through the three-ball concept of "football plus eyeballs, prying the earth", and creates an international communication brand, which reflects the solid results of the grassroots modern governance system under the leadership of party building. Members of the Brazilian delegation unanimously stated that the people's football concept of "Cun Chao" provides a good reference for Brazilian folk football to hold Cun Chao, and also hopes that China and Brazil can further promote unity and cooperation through football culture to create a fairer and better society.
Lu Xinyu, professor of the School of Communication and dean of the Institute of International Communication, pointed out in his summary that the popularity of "Cun Chao League" is one of the vivid examples of the great achievements of China's modernization and rural revitalization, and also provides a practical reference for the development of new possibilities for socialist development communication in the context of the Global South. The scene of ethnic groups hugging each other tightly and cooperating with each other like pomegranate seeds in the Cun Chao League also shows the beautiful picture of world ethnic unity and cooperation to the countries and regions of the Global South.
That afternoon, the student team went to Yuezhai Village and Toutang Village to conduct door-to-door research. In Yuezhai Village, the research team visited the Sunshine Women's Cooperative, which was busy with farming during the day, and transformed into the "Yuezhai Ladies Group" at night to cheer for the cun chao league and sell local agricultural products through e-commerce live broadcasts, to understand the style of Rongjiang women's power to promote production and achieve a double harvest of spiritual and material; in Toutang Village, the research team visited the transformation process of rural industries that integrated the mobile "village fair" with the elements of love culture and injected new impetus into economic development, and deeply felt the convenience and benefits brought to local villagers by rural revitalization.
That night, the research team sat and exchanged ideas with Brazilian friends and Toutang villagers under the thousand-year-old banyan tree. Chen Kaihua, secretary of the Fengle Community Party Branch, introduced the industrial development process of Toutang Village to everyone. The members of the Brazilian delegation expressed deep recognition of the operational advantages of China's grassroots political system, and pointed out that China's grassroots democratic practice will provide useful references for developing countries such as Brazil, and contribute unique wisdom and governance solutions.
Dong Songs Sing
Exploring the Millennium Cultural Heritage of Rongjiang
On the morning of March 25, the research team went to Zaidang Village, the hometown of Dong songs, to record the ancient ecology of Dong Village, which records history and inherits culture with the intangible cultural heritage of mankind - Dong songs. In front of the Dong Village, the villagers of Zaidang welcomed everyone with a door-blocking wine ceremony, singing with Brazilian friends and singing to each other. The unique way of welcoming guests conveyed the enthusiasm of the Dong people; in the drum tower, the long singing voice expressed the unremitting efforts to protect and inherit the ethnic culture in the process of rural revitalization in Rongjiang. The "Internationale" sung by the whole audience conveyed the hope and pursuit of building a community with a shared future for mankind and realizing the great unity of the people of the world.
The blue dyeing craft, which also has a history of thousands of years, has also been revitalized at the grassroots level in Rongjiang. The research team visited Yang Chenglan, the inheritor of the intangible cultural heritage of the Dong ethnic group's clothing skills, to learn about her struggle to return to her hometown to start a business after graduating from university, closely combining blue dyeing products with new media live broadcasts, promoting the charm of traditional culture and promoting the development of the local industrial economy. At present, the blue dyeing industry has driven hundreds of local women to achieve "employment and income increase at their doorstep", becoming a beautiful landscape in Rongjiang.
From the study to the fieldInnovative international communication talent training model
From home visits to the masses, to Chinese and English bilingual broadcasting, to video recording and post-production, the "Xia Xiaochuan" of the research team switched roles freely, successfully completed the interview and shooting tasks, integrated the theoretical knowledge in professional learning into the practical process, and established a sincere friendship with Brazilian friends across language barriers and cultural boundaries. The teaching classroom for international communication talent training extends from the study classroom to the front line of the field. Students cultivate a global vision and improve their professional ability in the collision and integration of multiple cultures.
Yu Anqi, a member of the research team and a 2022 undergraduate student majoring in journalism, said that this research activity provides students with a precious opportunity to deeply understand the connection and chemical collision between people from different countries and nationalities. "Through on-site dialogue and personal experience, I have a deeper understanding that people's pursuit of happiness and joy is common. I also believe that this precious community feeling can become a booster for international communication and break through the limitations of language and the obstacles of cultural background."
"No matter how far apart we are, we are still neighbors", General Secretary Xi Jinping once described the relationship between China and Latin American and Caribbean countries. The deep friendship forged by the research team, the people of Rongjiang and Brazilian friends in cordial interaction also adds a fresh and vivid new footnote to this old saying. This research activity adds vitality to the friendly exchanges between China and Brazil, further explores the construction of an international field investigation platform and the integration of innovative teaching and education models, and contributes to the forging of high-quality young talents in international communication and the construction of a more effective international communication system.
Text ｜ Zheng Yuhan
Pictures ｜ Xie Shuhao Tan Baiqian
Xie Runxi Yu Anqi