(Transcribed from recordings, with some edits)
I am from the International Communication Center of the Shanghai United Media Group. Though our center was established last October, we have been engaged in international communication work for a long period. Our platforms include the English version of Shanghai Daily and Sixth Tone, the English new media platform under The Paper. To better adapt to the new media era with proliferated social media, we have also collaborated with the Information Office of the Shanghai Municipal Government to launch IP SHANGHAI and City News Service (CNS), along with other audiovisual platforms, to provide information services for foreign residents in Shanghai.
In practice, we have differentiated media positioning, aiming to promote Shanghai Daily as the prioritized service platform for foreign residents in Shanghai; Sixth Tone as an important gateway for telling China’s stories; CNS as the preferred information services platform for expatriates; IP SHANGHAI as the city’s primary visual window; and Fact Paper as a leading force in international audiovisual communication.
To tell China’s stories well, it is essential to have differentiated positioning, diversified communication channels, segmented content strategies, flexible data collection methods, professional team building and resonating narration. For example, we once produced a short video about a 22-year-old “fashion model” An’ning, documenting her daily life of working at a clothing market in Hangzhou. She leaves for the market at 4:30 a.m. every day, tries on four to five hundred outfits, and matches clothes together within a very short time. The footage not only shows her profession, but also reflects young people’s attitudes toward work and life, their aspirations for the future, and the real living conditions of grassroots communities.
Another example is our coverage of Tesla’s Shanghai Gigafactory, where we started with interviews in the cafeteria. Instead of focusing on the production line directly, we emphasized the daily work of ordinary employees. This approach allows international audiences to perceive news from a more relatable perspective, making it easier to resonate with them.
We also focus on creating personalized IPs to make small yet great stories more compelling. For example, our fellow expert Andy from New Zealand elaborates the blended Chinese and Western style of Shanghai architecture on his channel “Andy’s Studio”, while Alex from the U.S. uses fluent Chinese to share his life in Shanghai. The team of foreign journalists has accumulated over 3 million followers, becoming an integral force of our multimedia matrix. During major events such as the China International Import Expo (CIIE) and Chinese New Year, we organize different media outlets within the matrix to release news stories with distinct styles, collectively spreading China’s stories overseas.
Talent development is equally important. We select young staff with proficient foreign language skills and commitment to international communication within the group. Through training and practice, we provide them with platforms and encourage them to grow into the backbone of telling China’s stories well.
We are very aware of multiple challenges faced by international communication, including Western discourse hegemony, cross-cultural differences, the impact of social media and changes in audience habits. However, as long as we adhere to differentiated positioning and resonating narration, and continuously enhance our team and platform development, we can convey China’s stories more vividly and vibrantly to the world.