(Transcribed from recordings, with some edits)
As one of the major mass media outlets in southern China, we have accumulated some experience from our communication practices in Shanghai which we wish to share with you. In the 21st century, media have gone through profound changes and become platforms accessible to everyone, with previous boundaries fading away. For Global South countries, this landscape brings opportunities in international communication dominated by the Global North. In recent years, we have vigorously advanced the “Headline Project” in Shanghai, sending journalists worldwide to ensure Chinese media voices are present at major international events and summits. This is not only about conveying information, but also about exercising narrative power.
In coverage of significant global news, we notice that even Western mainstream media reports often garner attention with specific details or anecdotes. For instance, the Hongqi sedan became a buzzword during last year’s Western China International Fair (WCIF). This China-made model showed up at key diplomatic events as an epitome of China’s manufacturing prowess and self-reliance. Similarly, the food and attire mentioned by state heads during their exchanges with foreign dignitaries reflect China’s agriculture, culture and aesthetics. These detailed Chinese narratives gained widespread circulation on international social media, making China’s voices heard by the Western world.
This year, the mayor of Chicago explicitly expressed during his China visit his wish of introducing pandas to the city, and we seized this opportunity to share the story of “panda diplomacy”. In Shanghai, a city connecting the world, we are committed to making China’s voices heard. In today’s algorithm-driven communication landscape, the volume and frequency of disseminated information directly affect the presence and visibility of the voices. Therefore, we must maintain consistent and stable communication.
Over the past few years, we have hosted multiple overseas media visiting China, such as the Honduran delegation. Their reports have gained positive results on both Chinese and English platforms. Through such international exchanges, we not only share Shanghai’s stories, but also deepen mutual understanding. For overseas outreach, we follow the principle of “we go wherever our audiences are”. Since last year, we have moved the Shanghai Foreign Language Channel entirely to YouTube, and plan to further move to mobile platforms in response to declining TV viewership. Meanwhile, we have published key content on YouTube, Facebook and our English websites to reach overseas audiences in a more targeted manner.
We have also established a mechanism to share and exchange materials and content with overseas media to expand our reach with collective voices. We have actively participated in international media events to broaden our network of communication partners. In our Belt and Road Initiative coverage, we emphasized tangible benefits and livelihood improvements brought by China to local communities, grounding the story in shared emotions and values to win greater recognition and resonance.
In addition, cultural exchange represents a vital part. This year, we proactively launched multiple cultural events abroad, inviting foreign friends to witness the authentic China with their own eyes. We believe this “seeing is believing” approach breaks down barriers and fosters mutual understanding. In the future, we will continue exploring diversified and precise global communication patterns to ensure more people hear and see the true China.