Dialogue on Views on Civilization | Shi Anbin

Exploring the "Five-Dimensional" Model of International Communication of China's Views on Civilization

In the current context, the intertwining of the "major changes unseen in a century" and the "unprecedented global pandemic" has led the world into the "VUCA (volatile, uncertain, complex and ambiguous) era". The 20th National Congress of the Communist Party of China proposed the policy background of "strengthen our international communications capabilities, make our communications more effective" in the report. In 2022, the outbreak of the Russia-Ukraine conflict resulted in the comprehensive blockade of Russia's flagship international media outlet Russia Today (abbreviated as RT) by the United States and Western countries. The voice and position of Russia were unable to be effectively communicated, leading to a one-sided international public opinion environment. This situation highlights the importance of adapting to the changing landscape of international communication in the era of platform media and enhancing the effectiveness of international communication. It also serves as the real background for discussing the construction of China's views on civilization in the context of external discourse systems.

Here, I propose the conceptual framework of the "Five-Dimensional Model of National Image Communication":

The first dimension is of the function, which reflects the state's governance capability. Taking the example of the COVID-19 pandemic, the response to the pandemic by different countries demonstrates their varying levels of governance capability and directly affects the assessment of their national image. In March 2022, a British think tank published the Global Soft Power Index, in which China ranked fourth. China was among the top scorers in the "pandemic response" category, which affirmed China's achievements in combating the virus over the past two years.

The second dimension is of the norm, which is reflected in the expression of values. It is crucial to clarify what specific values are embodied in China's views on civilization. Currently, the international community considers values as the core of communication. The Russia-Ukraine conflict is also a contest of values, with the United States and Western countries defining it as a confrontation between democracy and authoritarianism, thus gaining the upper hand in terms of discursive power.

The third dimension is of the culture, which represents cultural soft power. Today, we are discussing views on civilization in contemporary China, rather than the traditional view of Chinese civilization. The traditional view of Chinese civilization showcases more of traditional China, but this concept downplays the differences in values. It was a temporary measure taken at the beginning of China's reform and opening-up policy to avoid unnecessary debates. Against the backdrop of changes unseen in a century and the global pandemic, we cannot avoid the conflicts and contests with the United States and Western countries in terms of values and ideologies. Therefore, it becomes an urgent task in international communication to explain and disseminate views on civilization in contemporary China to the world.

The fourth dimension is of the nature, which represents the presentation of the environment and ecological landscape. Against the backdrop of "climate change" becoming a global issue, ecological civilization construction has become a new focus of international communication. Chinese leaders have put forward the vision of "dual carbon", which has become one of the important themes in China's international communication. This is also a significant aspect that we should pay attention to in the process of disseminating views on civilization in contemporary China.

The fifth dimension is of the emotion, which is reflected in maintaining a positive sentiment. Through the development of social media and the rise of Generation Z, it can be observed that emotions play a significant role in public opinion communication. Taking the example of the Russia-Ukraine conflict, it is evident that Ukraine has a much stronger emotional advantage compared to Russia, meaning that Ukraine holds the upper hand in terms of spreading positive sentiments.

Within this framework, I would like to propose the concept of "Global China". This concept can be divided according to the five-dimensional model as follows: - In the functional dimension, it embodies the idea of an innovative China. Over the past decade, China has made tremendous breakthroughs in the development of cutting-edge technologies. Therefore, it is important to communicate the image of an innovative China. - The normative dimension is reflected in the concept of "Harmonious China". Whether in the past or present, China has always advocated the principles of peaceful development and win-win cooperation. These values need to be clearly and explicitly promoted. - The cultural dimension emphasizes the attribute of a "Colorful China". In the past, the focus was predominantly on the preservation of traditional Chinese culture, which was relatively narrow. However, in the context of the Belt and Road Initiative, we should explore how to present the diversity of Chinese culture. - In the natural dimension, it is important to emphasize a "LOHAS China". Within the international context, there should be a greater emphasis on showcasing China's achievements in ecological civilization construction and advocating for a healthy and sustainable development model. - In the emotional dimension, it is important to demonstrate an "Adorably Cool China". We need a more diverse and youthful approach to communication, utilizing digital means to engage with the Generation Z audience. This involves constructing a new media international communication pattern based on the principles of coexistence, sharing and integration of civilizations.

Over the past decade, we have been promoting China's media globalization based on the American concept of "international communication", which has led to the formation of what is known as "institutionalized nationalism". However, this model has encountered many problems in the new era. For example, last year, our country's external communication media were labeled and restricted by Western platforms. In the context of the new era, it is urgent to promote the shift from "intercultural communication" to "transcultural communication". Unlike the emphasis of "intercultural communication" on cultural stereotypes, cultural essence and cultural clashes, "transcultural communication" focuses more on the recognition of cultural symbiosis, cultural interaction and cultural transformation across regions, systems and entities. "Transcultural communication" emerged in the "new era of globalization", with the core concept of a "community with a shared future for humanity" and a diverse and empowered digital new media as its core field. "Transcultural communication" emphasizes the heterogeneity of cultures and aims to establish a new global pattern of connectivity, exchange, mutual learning and mutual prosperity among different civilizations through the implementation of the Belt and Road Initiative and China's leadership in the new globalization.

The 2022 Beijing Winter Olympics marks a transformative upgrade in China's international and transcultural communication during the VUCA era. With the support of digital new media technologies, the Beijing Winter Olympics has expanded from a previous "small circle reporting and performance" event to a top-tier global extravaganza of "global excitement together". Unlike the 2008 Beijing Olympics, the Beijing Winter Olympics showcases and disseminates not only Chinese culture but embeds it within a global perspective of "together towards the future", driving the Olympics to go beyond borders and promoting the transformation and upgrade of Olympic culture. The Beijing Winter Olympics has become one of the most-watched and highly followed global top-tier events to date, attracting over 3 billion internet users' attention on global social platforms. The interactive engagement on accounts of some star athletes has exceeded 1 billion interactions. In terms of the international dissemination of Chinese civilization, the Beijing Winter Olympics has achieved breakthroughs in the following two aspects.

Firstly, digital technology drives the construction of the "Innovative China" image. As the first Olympic Games to achieve "cloud broadcasting" in history, the Beijing Winter Olympics has received the highest global attention ever. The live broadcast viewership of the Beijing Winter Olympics opening ceremony increased by 331% compared to the previous Winter Olympics in Australia, 82% higher than the Tokyo Olympics in Germany, and double the viewership in Sweden compared to the Tokyo Olympics. The Beijing Winter Olympics also strongly attracted the attention of people in Latin America and other tropical regions, which are traditionally blind spots for Winter Olympics viewership. In addition to innovative applications of digital communication technology, the presentation technology of digital new media is the core infrastructure for creating an immersive communication experience for the Beijing Winter Olympics and also reflects the focus of the "Innovative China" image. The large vertical screen in the National Stadium during the opening ceremony, named "Ice Waterfall", carries the theme of the Yellow River. The huge ground screen during the opening ceremony is an 8K ultra-high-definition display system, covering an area of 10,393 square meters, with over 40,000 LED modules. Cutting-edge technologies such as large-scale optical correction algorithms ensure the perfect integration of the visuals.

Secondly, participatory and immersive "third-party communication" methods are used to create a "Harmonious China". Due to considerations for pandemic prevention and control, the Beijing Winter Olympics implemented a "closed-loop management" system, which provided space for some Western media to speculate and generate a plethora of "conspiracy theory" reports centered around ideological confrontation. However, in the international communication practice of the Beijing Winter Olympics, short video content brought a brand-new experience of "Global Party Together" by using participatory and immersive "third-party communication" methods. It broke through the consistent "gray and black filter" narrative of a few Western media outlets and utilized more credible and influential social communication channels. By presenting the story from a third-party perspective, it expressed China's determination to control the risks of the pandemic, welcomed athletes from countries around the world with sincerity and enthusiasm, and built the image of a "Harmonious China".

Finally, let's discuss the innovative approach to the dissemination of Chinese civilization through the case of the Beijing Winter Olympics.

Firstly, from "Open China" to "Global China". The shift in the construction of China's national image in the new era, from "Open China" to "Global China", reflects the dynamic changes in China's relationship with the world. The 2008 Beijing Olympics marked the transition from the binary opposition of "China and the world" to the integration of "China of the world". With the increasing global influence of China, the relationship between China and the world has shifted from "China of the world" to a more inclusive and pragmatic "China as the world". Guided by this perspective, the 2022 Beijing Winter Olympics, with the spirit of "harmony" as its core, creatively expresses the new connotations of "Dynamic China" and "LOHAS China" through the visual spectacle created by digital new media.

Secondly, digital visual communication presents "Cultural China". The 2008 Beijing Olympics focused on the historical context of "Cultural China", showcasing the profound historical heritage of Chinese civilization. The 2022 Beijing Winter Olympics, on the other hand, placed more emphasis on the contemporary expression of "Cultural China", highlighting the universality of Chinese civilization. "Together for a Shared Future" not only represents the concentrated expression of the "more united" Olympic spirit but also embodies the enduring and inclusive attitude of Chinese civilization, leading to exchanges and mutual learning among world civilizations. The key focus of international communication for the Beijing Winter Olympics is the universality of Chinese civilization. The concept of Chinese civilization that we used to have in the past represents the historical aspect of Cultural China, demonstrating the profound historical heritage of Chinese civilization, which was also conveyed during the 2008 Beijing Olympics. The Winter Olympics this time is more about the consensus between China and the world. From the slogan "Together for a Shared Future", we can see that it embodies a more united Olympic spirit in response to international issues and global concerns. Digital visual communication, with its "Eastern-style romance" in cultural transformation, creatively presents the intertextual narrative of the Olympic spirit of Chinese civilization, embedding the elements of Chinese civilization into our current global cultural elements, leaving behind many brilliant moments in the process of exchange and mutual learning of human civilization. Particularly, with the leaders proposing the dual carbon targets, including the Winter Olympics ignition ceremony, it actually embodies a low-carbon and green China. Furthermore, the choice of two post-2000 athletes from the Uyghur and Han ethnic groups to ignite the flame is also a subtle response to international hot topics.

Thirdly, by balancing emotional and rational communication interactions, efforts are made to shape an "Adorably Cool China". From the emerging "top stream" figures like Gu Ailing and Wu Dajing, to the Winter Olympics mascots Bing Dwen Dwen and Shuey Rhon Rhon, as well as the "bubble quarantine" measures, athletes' food vlogs, and interactions with grassroots volunteers, the Beijing Winter Olympics construct a vibrant and friendly international image of "Dynamic China" and "Happy China" through the "goodwill communication" on social media, attracting emotional identification from global audiences. Participants in the Winter Olympics, such as Su Yiming, Gu Ailing and Yuzuru Hanyu, not only showcase their unique Eastern depth, Eastern speed and Eastern aesthetics in their respective fields but also construct a cross-cultural subject imagination that goes beyond the boundaries of a single culture. As a new generation of young people with the characteristics of "third culture individuals", they are deconstructing the narrative of the "monocultural subject" under the traditional Euro-American-centric perspective and demonstrating the "transcultural" communication and the generation of "multicultural subjects" in the era of cultural globalization. Beyond the aforementioned emotional representations, they enrich the deep value connotations of "Adorably Cool China" on a rational level.

The construction of the discourse system in international communication, from the early 20th century to the first two decades of the 21st century, was primarily dominated by the West. For example, the West advocated "soft power", and in response, we put forward the concept of national cultural soft power. Therefore, at the 17th, 18th and 19th National Congresses of the Communist Party of China, national soft power was emphasized as a core aspect. However, the 20th National Congress of the Party placed the construction of the discourse system of China's civilization in the new era as its core, which also reflects the transition of China's international communication from "repeating what others say, following their lead" to "continuing the narrative" and ultimately achieving the goal of "leading the narrative". The emphasis in the report of the 20th National Congress on promoting the common values of all humanity, in my opinion, represents the concept of "continuing the narrative". We identify with the common values of all humanity, such as freedom and equality, including the exploration of "whole-process people's democracy", which is an attempt to "continue the narrative". The path of Chinese-style modernization is also about "continuing the narrative". Although the concept of modernization itself is a product of Western civilization, we do not simply reject it. Based on our own path, we provide Chinese wisdom and solutions to the world. Currently, we need to promote the transformation and upgrading of the international communication of China's civilization, achieve breakthroughs and innovations in theory and practice, and break through the current challenges and usher in a new era of international communication in the "post-VUCA era".