Discourse assimilation

 

Cartoon by Gou Ben; Poem by Long Yuan

 

International discourse is a powerful force,
That steers the world’s course.
The West sets the agenda with effective communication,
Leading to cultural and value assimilation.
But the discourse system of China is not to be trifled with,
Because national ideology itself is a gift.
In disseminating its stories in an amiable way,
China is embracing the world each day.

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China has made remarkable achievements after more than 30 years of reform and opening up, but it remains weak in terms of international discourse. At a symposium on the Chinese Communist Party’s media work, Chinese President Xi Jinping called on media to amplify their voices on the international stage, do a better job of telling Chinese stories and build flagship media organizations with strong global influence.

Western countries defend their core interests and values with effective communication. Undoubtedly, the existing world communication pattern is Eurocentric. China is at a disadvantage in global dialogue and the competition to establish a dominant narrative. China has a weak discourse system and communication capacity. It is often demonized and has to passively respond within the discourse framework established by the West.

Misunderstanding China, Western countries are doubtful about the country’s development. They remain incredulous that the rapid rise of a major country could be peaceful, and continue to be mystified by China, a socialist country with a different system and ideology.

John Mearsheimer, a professor of political science from the University of Chicago, once said China’s growing power and influence must be checked at all costs, and simple containment is not enough. Some have asserted that an emerging power is usually insatiable. Western countries refuse to accept China’s rise due to ideological prejudice and national interests. Also, they do not know how to accept China in culture.
 

China has no choice but to build its capacity to communicate with the outside world. To operate more effectively on the international stage, the nation needs to move away from the China-centered concept. China’s external communication is still self-centered and fails to consider the expectations and preferences of its intended audience. It is carried out based on a benign intention. However, the effects of communication are often disappointing. Intention is important, but effect is more decisive.
 

Scientific strategic design is needed in communication. Since the 18th National Congress of the Communist Party of China on Nov. 8, 2012, there has been a marvelous leap in China’s international communication concept and strategy. In particular, the country has emphasized emerging communication technologies and a new strategic layout, changing the passive situation in international communication. 
 

In addition, communication strength should be improved. Western countries occupy a dominant position in international discourse due to their strong communication capacity. A form of soft power, communication capacity means the ability to set the agenda and framework of the discussion. Control over the narrative guides a topic onto the expected track. Currently, China has no ability to set the agenda globally.
 

Furthermore, effective communication methods are needed. In terms of external dissemination, China’s uniform and outdated communication methods fail to meet the audience’s expectations. Proper ways should be sought to tell Chinese stories well.

 

This article was translated from Jiefang Daily. Zhang Taofu is a professor from the Journalism School at Fudan University.