Chinese media 'should speak up in the world arena'

Zhang Yuanqing, head of the People's Daily's social media account Xiakedao, delivers a speech at the Sub-forum on Innovative International Communication in the Age of New Media today. Lin Jianping

Chinese media should have the courage and responsibility to take the initiative to make our voices heard in the international public opinion arena, Zhang Yuanqing, head of the People Daily’s social media account Xiakedao, said at the Sub-forum on Innovative International Communication in the Age of New Media in Shenzhen today.  

6月8日，在2023文化强国建设高峰论坛“新媒体时代的国际传播创新分论坛”的“精准传播•话语构建”对话沙龙上，“侠客岛”微信公众号负责人张远晴表示，中国媒体要有勇气和担当在国际舆论场抢占先机，勇于发第一声。

According to Zhang, as a social media account run by the overseas edition of People’s Daily, since its inception, Xiakedao has been shouldering the responsibility of telling China’s stories well to the world and conveying China’s voice. Over the years, Xiakedao has attracted the attention of many overseas media outlets, and its opinions have also been widely quoted.

张远晴介绍，作为人民日报海外版旗下的新媒体品牌，“侠客岛”从诞生之日起，就肩负对外讲好中国故事、发出中国声音的职责使命。这些年，“侠客岛”作为舆论场的轻骑兵，受到很多境外媒体重点关注，发表的观点也被广泛转引。

Zhang quoted Cathay Pacific’s recent discrimination scandal as an example. The airline’s flight attendants were accused of discriminating against non-English speaking passengers. Xiakedao wrote an opinion piece on this matter, pointing out that Cathay Pacific should not only apologize, but also reflect on the corporate culture from a deeper level to put an end to such incidents. 

他举例说，前段时间，香港国泰航空空乘人员歧视讲普通话的乘客，“侠客岛”针对此事写了一篇评论，指出国泰航空不能只是道歉了事，还得从深层次反思企业文化，杜绝此类事件。

According to Zhang, in addition to being widely forwarded by Hong Kong and Taiwan media, the article has also been cited by many well-known international media outlets such as CNN, Reuters, and ABC News, which indicated that Xiakedao has a significant influence in the international public opinion arena.

据介绍，该稿件除了被港台媒体广为转载外，CNN、路透社、ABC News等众多国际一线媒体也纷纷转引，这说明“侠客岛”在海内外舆论场有不小的影响力。

Zhang stated that this successful international communication case has two implications. First, it shed light on what communication is. “Scholars have various definitions of communication. But as a media worker, I think communication is about supply and demand. It means that I can tell you what you want to know and what I want to tell you is what you are willing to listen to,” Zhang said.

张远晴表示，这次成功的国际传播带来了两点启示。一是告诉我们什么是传播。“学者对于传播有各种定义。但作为媒体一线工作者，我觉得传播就是一种供需关系。你想知道的事，我能告诉你，我想告诉你的事，你愿意听。”

In Zhang’s view, in order to spread the Chinese voice to the world, the first thing to do is to solve the supply problem. “Effective international communication requires us to have a very accurate feed for Western media and give our opinions accurately,” he said.

在他看来，要想对外传播中国声音，首先要解决供给的问题。“有效的国际传播需要我们对西方媒体有非常精准的喂料，精准地提供我们的观点。”张远晴说。

Zhang believes that domestic media should also ponder about whether we have responded promptly to the trending topics of concern to the international community. 

张远晴认为，在谈话语创新之前，国内媒体还应该思考一个基本问题：国际社会关心的热点，我们是不是及时回应了？碰到国际热点，尤其是涉中国问题的国际热点，我们还是要主动作为，积极发声。

“In the complex international public opinion arena, being the first to speak up is very important. It means getting a head start on defining the event and occupying the moral high ground. In this regard, Chinese media is duty-bound to take the lead,” Zhang said.

He added that domestic media should be an efficient fighting force that leaves no opportunities and space for Western media to discredit China.

“在复杂的国际舆论场中，第一声很重要，那是在抢夺事件定义权，也是在抢占道义制高点。在这方面，中国媒体要责无旁贷冲锋在前”。张远晴表示，国内媒体在国际舆论场中要有战斗力和斗争意识，不给西方媒体抹黑中国创造机会和空间。