ABSTRACTS

Viewpoints Learning from History and Advancing International Communication Yu Hongjun · 1 ·

In recent years, China has become increasingly active on the international stage as a developing country, contributing to the world with its solutions. We need to learn from history, and pay more attention to international communication and image building. To advance international communication in the new era, we shall tell more stories of China, attach importance to international exchanges and cooperation. We should also work hard in the study of international communication.

Special Topic Brand and International Communication Five Drawbacks and Four Suggestions for the International Communication of Chinese Brands Lv Dapeng · 5 ·

Amidst change of a scale unseen in a century, international communication of Chinese brands face such problems as lack of a long-term strategic plan, poor adaptation of the value of doing good to the world, weakness in arrangement and execution, and lack of creative advertising with local appeals. Therefore, for the development of Chinese brands, we should boost international communication as well as telling the China story. The administrative departments should strengthen overall planning, attach importance to performance assessment of officials and launch various kinds of brand promotion activities.

International Communication of the BRICS Summit—An Analysis Based on Chinese and South African Media (2009-2021) Lu Jiayi & Dai Jiahui · 8 ·

The BRICS countries have made great contributions to global governance and have become an important force in cooperation between emerging markets and developing countries. Both China and South Africa play an indispensable role. A study of the English reports about the 13 BRICS Summits in both China Daily and The Guardian shows that the reports mostly used team metaphor, journey metaphor and the gloom of war to describe the cooperative relationship, thus revealing the different identities of leaders and participants.

Creating a Situation of China Image International Communications of Mutual Reinforcement by Both New and Traditional Media Yin Bochun · 17 ·

In today’s fast-changing international communication, we should fully recognize the strength of the traditional media, and at the same time attach great importance to the huge energy embedded in the new media. China should always adhere to the integration of the traditional and new media, and promote a situation of international communications in which the new media plays the main role enforced by the traditional media, in its efforts of shaping China’s image. At the same time, we should build China’s image discourse in an all-round and threedimensional way, and strive to create a positive, multi-faceted and diversified image of China, so as to create a harmonious and friendly international public opinion atmosphere that is conducive to high-quality development of China.

International Communication of TCM’s Time-Honored Brands from the Perspective of National Culture Development—Taking Tongrentang Pharmacy as an Example Zhang Chi & Madinayi Ahemati · 23 ·

China’s time-honored brands with distinctive and profound Chinese culture are an important carrier for building a nation strong in culture and brand. They also provide support to inheriting and introducing the best of China’s traditional culture. In the context of strengthening international communication and advancing China’s time-honored brands, it is of strategic significance to make time-honored brands international and present Chinese brands and Chinese culture to the world. The internationalization of Tongrentang is a typical example in this aspect, as it went through four stages with huge achievements. In international market development, Tongrentang adopted the strategy of gradual development, localization and platform building. In the areas of international brand communication, Tongrentang has successfully built itself as a top brand of traditional Chinese medicine (TCM) on the overseas market through multi-dimensional communication activities. It also has effectively promoted international communication of the TCM culture through its brand. In the postpandemic era, TCM now faces a new opportunity with the backdrop of national strategy and market needs. In communications, it is expected to make further efforts to expand the use of international mainstream digital media platforms, improve its visibility in overseas media, and innovate in ways and means of presenting its narratives.

Comments A Study of China’s International Communication Discourse during the Ukraine Crisis Shen Yang & Fan Daqi · 32 ·

Since the outbreak of the Ukrainian crisis, some forces in the United States and the West have continued to create and disseminate false information, discredit and slander the image of China, mainly through the five ways of “knowingly acquiescing”, “forming alliance of confrontation”, “pouring oil on fire”, “confusing domestic and international issues”, and “splitting and decoupling”. They have conducted an information war, a public opinion war and zero-sum game confrontation against China, in order to discredit and suppress China. In this complex situation, China has adopted flexible and diverse discourse strategies to express its opinions by speaking the truth, upholding the principle, building consensus, and maintaining humanitarianism and morality. It has thus not only helped maintain China’s good national image, but also made useful experiments in international discourse cooperation and the struggle of public opinions.

The Transformation, Characteristics and Impact of Science and Tech Diplomacy of US and European Countries against the Background of Geopolitical Struggle Wu Fei & Li Xuan · 40 ·

In the China-US trade war, European countries have paid more attention to communication and cooperation with American technology giants. Denmark became the first country to send a “technology ambassador” to the Silicon Valley, after which other European countries also dispatched diplomats to the United States to handle science and technology issues. At the same time, science and technology enterprises in the San Francisco Bay Area put more focus on the cooperation with the US government and the military, and established Purdue University Technology Diplomacy Center in 2021 for training specialized technology diplomats for the United States and helping the government shape its foreign policies in science and technology. However, cooperation between American technological giants and the government and the military has raised concerns about the emerging of monopoly as well as greater power attained by American science and technology enterprises. Such a transformation of science and technology diplomacy between the US and Europe also suggests that the two sides may establish a unified agency to set global standards in the future, and their joint goal in dealing with China also poses greater challenge to China's science and technology diplomacy.

An Analysis of the Experience and Effect of Think Tank Journals on Advancing China’s Public Diplomacy—Taking Public Diplomacy Quarterly as an Example Xie Tingting · 48 ·

Running think tank journals well is of great significance because of their positive roles in promoting the development of new-type think tanks. As the first think tank journal in China with the goal of promoting public diplomacy, the Public Diplomacy Quarterly has a symbiotic relationship with the Charhar

Institute which supports the journal’s operation. The journal’s accurately-set purpose, carefully-designed content and innovative operation make it the pioneer and leader of public diplomacy among Chinese think tanks in terms of forwardlooking, originality and influence. Summarizing the journal’s creation and operation, this paper analyzes the journal’s characteristics and role in publicity, its supporting function in and contribution to China's public diplomacy, which is of great reference value to other think tank journals.

China’s Economic “Three-Ring Diplomacy” Guo Hailong · 60 ·

With the outbreak of the Russian-Ukrainian conflict, the world trend of “the rising of the East and the falling of the West” has become increasingly obvious. In face of the strategic initiatives of the United States and Western countries to maintain hegemony, China’s economic “three-ring diplomacy” came into being through integrating with the surrounding economies, development along the Belt and Road and finally the world at large. China is committed to strengthening international solidarity and shaping a favorable international situation. To this end, China needs not only to base itself along its neighborhood area, and strengthen the implementation of free trade agreements such as RCEP, but also to strive to expand cooperation along the BR, deepen connectivity, and actively engage in global economic cooperation. All these efforts aim to promote political mutual trust, people-to-people and cultural exchanges, cultural equality and mutual learning, and work with other countries to build a global community of shared future, in which countries maintain their own interests while also appreciate each other’s interests.

Impact of Developing Countries’ Rising Debt Risks on the BRI —The Risks, Opportunities and Prospects Liu Xiaowei · 69 ·

Under the influence of multiple factors such as the Covid-19 pandemic, the Russia-Ukraine conflict and the global monetary tightening, the debt risks of developing countries along the Belt and Road have been accumulating, and debt vulnerability has become more prominent. Debt risks may induce economic risks, which can lead to political turmoil and social disorder, further worsening the prospects for post-pandemic recovery in developing countries along the BR routes, and posing real challenges to the financial security, project sustainability, personnel safety, and international public opinion environment of the BRI. At the same time, BR countries have more urgent needs for post-pandemic recovery, with growing expectations for China’s debt relief, investment and trade. This will bring new opportunities for China to establish and improve a BRI debt governance mechanism and better promote the BRI to achieve higher quality development.

Charhar Roundtable Meeting Main Problems in International Communication of Chinese Brands and Countermeasures Zhao Xinli, Ding Junjie, Lv Dapeng, Fan Hong, Xu Zhenglin, Sun Jingxin & Ma Che · 77 ·

International brand communication plays an important role in building brand power and shaping national image. Its far-reaching significance is increasingly prominent in the strategic development of a country in the new era. Strengthening international brand communication and its study is an increasingly urgent topic for Chinese academia and industry. On May 25, 2022, the School of Advertising of the Communication University of China held the China Brand International Communication Round-Table Forum, where several experts and scholars shared their opinions on the problems, the underlying causes, and solution on how to seek a breakthrough in the path of international communication of Chinese brands. The following is a summary of the discussions.

Case Studies Use Overseas Live Streaming to Promote Communication between Chinese and Foreign Peoples—A Case Study of Live Streaming on Overseas Media Programs of Chongqing@International Friendly City by Chongqing International Communication Center Zhao Wujun, Chen Dongyan & Wu Xiao · 85 ·

The Covid-19 pandemic brought new challenges to international peopleto- people and cultural exchanges. However, the Chongqing International Communication Center has made a successful experiment in promoting international people-to-people and cultural exchanges through live streaming on overseas media. A new program of the Center Chongqing@International Friendly City was launched, in which international friendly cities of Chongqing were invited to make joint live presentation on overseas social media platforms, which built a digital bridge of friendship between Chinese and overseas netizens. The success of Chongqing@International Friendly City activities has important reference value and provides inspiration to China’s international people-to-people and cultural exchanges with other countries, in the aspects of how to use platforms and tools skillfully, how to unite the people who understand China and are friendly towards China and how to create a shared discourse space, so as to break through the barriers caused by the pandemic and promote people-to-people exchanges. ation of Chinese brands. The following is a summary of the discussions.

Practices and Enlightenment of Foreign Multinational Companies’ Corporate Diplomacy in China—Taking Huntsman Girls’ Cultural Festival as an Example Sun Xiao & Zhang Peng · 91 · The Huntsman Group fulfilled its overseas social responsibility by sponsoring cultural exchange activities of well-known universities in the host country, which not only strengthened the knowledge of the brand of the enterprise, but also promoted cultural exchanges between China and foreign countries. It is an example of public diplomacy between transnational corporations and universities. Combining theory with practices, this paper explores four main issues including the relationship between enterprise public diplomacy and enterprise public relations, enterprise public diplomacy models, case analysis and enlightenment to similar enterprises in China on carrying out public diplomacy overseas.

A Review and Prospects of the Confucius Institute at the University of the South Pacific Yang Hui & Liang Guojie · 98 ·

In 2012, the Beijing University of Posts and Telecommunications and the University of the South Pacific (USP) jointly founded the Confucius Institute of USP with the support of the former Confucius Institute Headquarters. After ten years of development, it has now become a brand and hub for Chinese language promotion in the South Pacific region, playing an important role in training Chinese language specialists in various fields in the South Pacific as well as strengthening mutual understanding between the South Pacific area and China. The rational organizational structure, the education concept of combining both internationalization and localization, and flexible and diverse external communication methods of the Confucius Institute of USP offer important reference value and significance for China’s international Chinese language education, international communication as well as public diplomacy.

Book Review International Communication of Chinese Brands —A Book Review of International Communication of Chinese Brands: Production and Identification Mechanism of Cultural Symbols Feng Yiran · 105 ·

Chinese brands are not only a main force that promotes China’s economic development, but also a carrier of communicating and introducing Chinese culture around the world. Building unique Chinese brands as well as telling the China story has become a crucial task in today’s complex and changing international environment. With diversified theoretical analysis and representative data research, the book International Communication of Chinese Brands: Cultural Symbol Production and Identification Mechanism (written by Jiang Shiping and published by the Sichuan University Press in 2022) unveils the rules of cultural symbol production and brand cultural identification mechanism of Chinese brands in international communication. It puts forward corresponding strategies and suggestions. It provides not only new direction and path for researches in the fields of brand development, international communication, and semiotics, but also guidance and inspiration to international communication of Chinese brands, offering high theoretical and practical values.

Peace Diplomacy in History —A Book Review of History of China’s Diplomacy in the Past 100 Years by Zhou Dunli Li Tao & Wu Xiaoran · 113 ·

Although the national government under the leadership of Sun Yat-sen was committed to building an independent, free and equal China, and its diplomatic practice took peaceful diplomacy as its basic policy, the Republic of China faced the dilemma of China’s declining international status after the fall of the Qing Dynasty. Diplomacy during that period was obviously very humble in style, with results seen in diplomatic actions such as the dismissal of local diplomatic agencies, the abolition of unequal treaties and the recovery of consular jurisdiction. Today, a century later, China still upholds peaceful diplomacy. However, nowadays China’s peaceful diplomacy has taken more responsibility in seeking peace for the whole world. The book History of China’s Diplomacy in the Past 100 Years by Zhou Dunli provides valuable materials for examining the great changes in China’s diplomacy in the past 100 years. unveils the rules of cultural symbol production and brand cultural identification mechanism of Chinese brands in international communication. It puts forward corresponding strategies and suggestions. It provides not only new direction and path for researches in the fields of brand development, international communication, and semiotics, but also guidance and inspiration to international communication of Chinese brands, offering high theoretical and practical values.