Fang Jiangshan, Deputy Editor-in-Chief of People’s Daily： Focus on improving the effectiveness of learning and improving the efficiency of international communication in an all-round way
Focus on improving the effectiveness of learning and comprehensively improve the efficiency of international communication
Fangjiangshan
In the important speech at the work conference on studying and implementing the theme of Socialism with Chinese characteristics Thought in the new era of the Supreme Leader, General Secretary of the Supreme Leader emphasized that ideological unity is the deepest, most lasting and most reliable guarantee for the unity and unity of the Party.
To carry out in-depth education on studying and implementing the theme of Socialism with Chinese characteristics Thought of the Supreme Leader in the new era, we should make great efforts in learning, believing and applying, learning, understanding and doing things, and show the vigor and enterprising strength of the director’s entrepreneurship. To carry out in-depth education on studying and implementing the theme of Socialism with Chinese characteristics Thought of the Supreme Leader in the new era requires us to organically integrate learning thoughts, strengthening party spirit, emphasizing practice and building new achievements, and persist in arming our minds, guiding practice and promoting work with the innovative theory of the Party in the new era. It is necessary to continuously enhance the political consciousness, ideological consciousness and action consciousness of studying Socialism with Chinese characteristics Thought of the Supreme Leader in the new era, continuously enhance the consciousness and initiative of combining theoretical study with propaganda practice, continuously produce high-quality news content with rich information and profound ideological weight, and continuously promote the high-quality development of all work.
General Secretary of the Supreme Leader emphasized in the Party’s Report to the 20th CPC National Congress: "Accelerate the construction of China discourse and China narrative system, tell the story of China well, spread the voice of China well, and show a credible, lovely and respectable image of China. Strengthen the construction of international communication capacity, comprehensively improve the efficiency of international communication, and form an international discourse right that matches China’s comprehensive national strength and international status. " We should comprehensively study, grasp and implement the important exposition of the Supreme Leader General Secretary on comprehensively improving the efficiency of international communication, strengthen theoretical study and strengthen theoretical arms with higher standards and stricter requirements, and make greater efforts to comprehensively improve the efficiency of international communication.
International communication refers to the transnational or trans-regional information dissemination for audiences in other countries or regions, which reaches specific people through information dissemination and then affects specific people. The effectiveness of international communication is a comprehensive index to measure the ability, efficiency, effectiveness and benefit of international communication, and it is the overall reflection of the arrival rate, visibility and influence of domestic information in the international public opinion field. Its main measurement criteria can be reflected in three aspects: information reaching, information decoding and information identification of specific people in other countries or regions, that is, the coverage of communication scope makes people "audible"; The affinity of spreading content makes people "understand"; The influence of spreading potential energy makes people "listen". In the new era and new journey, China’s international communication capacity building has a clearer starting point. "Forming an international discourse right that matches China’s comprehensive national strength and international status" is the goal of China’s international communication capacity building. Here, combined with doing a good job in international communication, focusing on improving the effectiveness of learning and comprehensively improving the efficiency of international communication, I would like to talk about some experiences.
In-depth study of the important exposition of the Supreme Leader General Secretary on comprehensively improving the efficiency of international communication
The development and prosperity of a big country will inevitably require the cultural communication power and the influence of civilization to be greatly enhanced, and the soft power and hard power will complement each other. It is an important task to tell the story of China, spread the voice of China and show the true, three-dimensional and comprehensive China. On May 31st, 2021, General Secretary of the Supreme Leader put forward "improving the efficiency of international communication in an all-round way" for the first time during the 30th collective study in the 19th the Political Bureau of the Central Committee. We must thoroughly study and implement the important exposition of the Supreme Leader General Secretary on comprehensively improving the efficiency of international communication, tell the story of China and spread the voice of China more actively, create a favorable external public opinion environment for building a socialist modern country in an all-round way, and make positive contributions to building a community of human destiny.
General Secretary of the Supreme Leader’s important exposition on comprehensively improving the efficiency of international communication is rich in connotation and profound in thought, with strong foresight, guidance and practicality. Let’s briefly sort it out here and study with you.
About telling the story of China well
A story is worth a dozen truths. It is the best way to improve the efficiency of international communication in an all-round way through the concept of story communication with temperature and grounding gas, convincing people with reason and moving people with emotion.
On February 19th, 2016, the General Secretary of the Supreme Leader pointed out that we should tell the story of Socialism with Chinese characteristics, the story of the Chinese dream, the story of Chinese, the story of China’s excellent culture and the story of China’s peaceful development. Storytelling means telling facts, images, emotions and reasoning. Telling facts can convince people, telling images can impress people, telling emotions can infect people, and reasoning can influence people. It is necessary to organize all kinds of wonderful and refined story carriers, and put China Road, China Theory, China System, China Spirit and China’s strength in them, so that people want to listen, think and gain. At the national conference on propaganda and ideological work held on August 21st, 2018, General Secretary of the Supreme Leader took "telling the story of China well and spreading the voice of China well" as one of the important contents of doing propaganda and ideological work well under the new situation, and profoundly pointed out that Socialism with Chinese characteristics Thought in the new era should be actively introduced, and the story of the Communist Party of China (CPC)’s governance of the country, the story of China’s people’s struggle for a dream, and the story of China’s insistence on peaceful development, cooperation and win-win situation should be actively told, so that the world can better understand China. With regard to the purpose of storytelling, the General Secretary of the Supreme Leader pointed out that we should not tell stories for the sake of telling stories, but should integrate Tao into stories, enlighten people into Tao through fascinating ways, and enlighten people through persuasive ways.Tao. "
In practice, General Secretary of the Supreme Leader has set an example for telling the story of China well. During many years of foreign visits and home diplomacy, he has personally told the story of China with simple and fresh language, beautiful and vivid words, simple content and easy-to-understand truth, which shows the profound learning and accumulation of politicians, shows the broad vision and broad mind of heads of state, and highlights the wise thinking and superb language art of leaders of great powers.
On constructing a good discourse system
Discourse system is the external expression of ideological system and knowledge system, and it is an important element of national cultural soft power. General Secretary of the Supreme Leader attaches great importance to the construction of foreign discourse system, and demands that China theory be used to explain China’s practice, and China’s practice be used to sublimate China’s theory, so as to create new concepts, new categories and new expressions that integrate China and foreign countries, and more fully and vividly show China’s story and the ideological and spiritual strength behind it.
On how to construct China’s discourse system, the Supreme Leader profoundly pointed out that it is necessary to innovate the way of expressing foreign discourse, study the habits and characteristics of different foreign audiences, adopt concepts, categories and expressions that integrate Chinese and foreign, combine what we want to tell with what foreign audiences want to hear, combine "expressing feelings" with "reasoning", and combine "telling by yourself" with "telling by others" to make the story more recognized by the international community and overseas audiences.
With regard to the content of constructing China’s discourse system, General Secretary of the Supreme Leader stressed that it is necessary to strengthen the propaganda and interpretation of the Communist Party of China (CPC), help foreign people realize that the Communist Party of China (CPC) really strives for the happiness of the people of China, and understand why the Communist Party of China (CPC) can, why Marxism works, and why Socialism with Chinese characteristics is good. Focusing on the spirit of China, the value of China and the strength of China, we should conduct in-depth research from political, economic, cultural, social and ecological perspectives, so as to provide theoretical support for international communication. It is necessary to better promote Chinese culture to go abroad, and explain and introduce more excellent cultures with China characteristics, China spirit and China wisdom to the world.
Regarding the use of new media and new technologies to enhance the creativity, appeal and credibility of foreign discourse, General Secretary of the Supreme Leader pointed out that we should grasp the trend of mobility, socialization and visualization in the field of international communication, work hard to build a discourse system for foreign communication, and work hard to be receptive and easy to understand, so that more foreign audiences can understand, listen and understand, and constantly improve the effect of foreign communication.
In the construction of China’s discourse system, the Supreme Leader’s General Secretary particularly emphasized the need to stick to the position of Chinese culture and enhance the influence of Chinese civilization. He pointed out that we should stick to the position of Chinese culture, refine and display the spiritual identity and cultural essence of Chinese civilization, speed up the construction of China discourse and China narrative system, tell the story of China well, spread the voice of China well, and show a credible, lovely and respectable image of China.
In practice, the General Secretary of the Supreme Leader always uses words with China characteristics to guide and influence international public opinion, and has successively put forward a series of major ideas such as the Chinese dream, promoting the building of a community of human destiny, building the Belt and Road Initiative, the common value of all mankind, the global development initiative, the global security initiative, and the global civilization initiative, which have been widely recognized by the international community. The Supreme Leader’s Talks on Governing the Country, Zhijiang New Language and Getting rid of Poverty are multilingual versions of important works.
On displaying the image of China.
At present, China’s image in the world is still "molded by others" rather than "molded by himself". The important task of improving the efficiency of international communication in an all-round way is to guide the international community to have a comprehensive, correct and objective understanding of contemporary China, understand China’s national conditions and China’s characteristics, and make China’s national image more concrete and shining.
On December 30, 2013, General Secretary of the Supreme Leader stressed during the 12th collective study in the Political Bureau of the Central Committee, the 18th CPC Central Committee: "We should pay attention to shaping China’s national image, focusing on displaying China’s image as a civilized country with profound historical background, diverse ethnic groups and diverse and harmonious cultures, as well as the image of an oriental country with clear politics, economic development, cultural prosperity, social stability, people’s unity and beautiful mountains and rivers, and persist in peaceful development, promote common development, safeguard international fairness and justice and make contributions to mankind. On August 21, 2018, at the National Conference on Propaganda and Ideological Work, General Secretary of the Supreme Leader profoundly pointed out that to do a good job in propaganda and ideological work under the new situation, we must consciously undertake the mission of raising flags, gathering people’s hearts, educating new people, rejuvenating culture and displaying image. Among them, the mission of "image exhibition" is to promote the construction of international communication ability, tell the story of China well, spread the voice of China well, show the real, three-dimensional and comprehensive China to the world, and improve the national cultural soft power and the influence of Chinese culture.
In practice, General Secretary of the Supreme Leader, in major international activities and international occasions, preached the concept of peace with one heart and one mind, and showed the image that China has always been a builder of world peace. Introduce the development concept of benefiting the world, mutual benefit and win-win, and show the image that China has always been a contributor to global development; Introduce the world view that the world is for the public and the world is the same, and show the image that China has always been the defender of the international order; Introduce the concept of civilization, tolerance is great, and show the image that China has always been an advocate of the common values of all mankind; Introducing the ecological concept of harmony between man and nature, showing the image that China has always been a leader in the construction of global ecological civilization, has set an example and provided successful experience for us to comprehensively improve the efficiency of international communication.
On developing good humanities exchanges
Strengthening the exchange and mutual learning of civilizations is an important way to comprehensively improve the efficiency of international communication and an important driving force to promote the progress of human civilization and the peaceful development of the world.
Civilization exchange and mutual learning is a concept of civilization put forward by the Supreme Leader General Secretary and has an important influence in the international community. General Secretary of the Supreme Leader stressed that it is necessary to improve the level of cultural exchanges with foreign countries, carry out deep-seated, diversified and pragmatic ideological and emotional exchanges, and be good at using ways that are easy for foreign people to understand and experience Chinese culture better. It is necessary to improve the mechanism of people-to-people communication, innovate ways of people-to-people communication, give full play to the role of various departments in various regions, and comprehensively use mass communication, group communication, interpersonal communication and other ways to show the charm of Chinese culture. The General Secretary of the Supreme Leader pointed out that it is necessary to promote the creative transformation and innovative development of Chinese civilization, activate its vitality, and carry forward the cultural spirit that spans time and space, transcends the country, is full of eternal charm and has contemporary value. The General Secretary of the Supreme Leader emphasized that the exchange and mutual learning of civilizations should adhere to mutual respect, equal treatment, beauty and beauty, openness, tolerance, mutual learning and mutual learning, and innovation and development. We should strengthen exchanges and mutual learning among different countries, nationalities and cultures in the world. We should not only make our own civilization full of vitality, but also create conditions for the development of other countries’ civilizations, make the world’s civilized gardens flourish and consolidate the humanistic foundation for building a community of human destiny.
General Secretary of the Supreme Leader stressed that it is necessary to carry out various forms of people-to-people exchanges in depth and promote people-to-people exchanges between China and other countries through various channels. We should innovate institutional mechanisms and transform our institutional, organizational and human advantages into communication advantages. It is necessary to give full play to the role of high-level experts and make use of important international conference forums, foreign mainstream media and other platforms and channels to speak out. All localities and departments should give full play to their own characteristics and advantages to carry out their work and display a colorful and vivid three-dimensional image of China.
Always regard the completion of the primary political task and the most important political responsibility as the primary practical standard and fundamental yardstick to test the overall improvement of the efficiency of international communication.
We should profoundly grasp the background of the times when the Supreme Leader General Secretary proposed "comprehensively improving the efficiency of international communication".
The urgency of comprehensively improving the efficiency of international communication is unprecedented.
Today, the world is experiencing a great change that has never happened in a hundred years, and China is in a critical period to realize the great rejuvenation of the Chinese nation. With China approaching the center of the world stage, the relationship between China and the world has undergone profound changes. Contemporary China is no longer a passive recipient of the international order, but an active participant, builder and leader. The international community is more and more eager to understand the ever-developing China and the ever-changing interaction between China and the world. At the same time, in the international public opinion field, the media pattern of "strong in the west and weak in me" has not fundamentally changed, and there are still some problems in China, such as "I can’t tell the truth", "I can’t spread it" and "I can’t spread it". It is still a long way to go to tell the story of China, spread the voice of China and show the true, three-dimensional and comprehensive China.
Self-confidence in comprehensively improving the effectiveness of international communication is unprecedented.
General Secretary of the Supreme Leader stressed: "We have the ability to do a good job in China, but we have not been able to tell the story of China? We should have this confidence! " From the perspective of the international environment, "East Rising and West Falling" and "South Rising and North Falling" have become an irreversible trend of the world and the times. The important ideas put forward by the Supreme Leader General Secretary, such as promoting the building of a community of human destiny and the common values of all mankind, and jointly building the "Belt and Road Initiative", global development initiative, global security initiative and global civilization initiative, have firmly occupied the commanding heights of morality and won more and more understanding, recognition and support from the international community.
Judging from the development of China, since the founding of New China for more than 70 years, especially since the reform and opening up for more than 40 years, we have achieved a miracle of rapid economic development and long-term social stability that is rare in the world. Since the 18th National Congress of the Communist Party of China, under the strong leadership of the CPC Central Committee with the Supreme Leader as the core, the cause of the party and the country has made historic achievements and changes, and the great rejuvenation of the Chinese nation has a more perfect institutional guarantee, a more solid material foundation and a more active spiritual strength, which has laid a solid foundation for us to comprehensively improve the effectiveness of international communication. The pioneering of China Road, the miracle of China, the struggle of China people, China’s contribution to world development, and the successful code of Chinese modernization are all the most vivid, vivid, rich and authentic materials for us to tell the story of China.
The difficulty of doing a good job in the struggle for foreign public opinion is unprecedented
The United States and the West deliberately provoked economic and trade frictions, maliciously stigmatized the "source of the epidemic", discredited China on issues related to Taiwan, Hong Kong, Xinjiang, Tibet and human rights, and rudely interfered in China’s internal affairs. At present, as the Ukrainian crisis continues to ferment, it puts forward higher requirements for doing a good job in external communication. In the foreseeable future, the international competition in the field of public opinion will be more profound and intense. To improve the efficiency of international communication in an all-round way, there are not only exchanges and exchanges, but also "wars". We should not only be "gentlemen" who tell the story of China well, but also be "warriors" who dare to fight and are good at fighting.
It is our primary political task and most important political responsibility to report the Supreme Leader’s General Secretary and publicize and explain the Supreme Leader’s Socialism with Chinese characteristics Thought in the new era. To build a respected international first-class newspaper, it is necessary to further enhance the "effect consciousness" and inject more positive energy into the international public opinion field. This positive energy is, first of all, the international spread of the thoughts and images of the Supreme Leader General Secretary.
How to judge the accomplishment of the primary political task? It is very important to look at the communication effect and test the position with the actual effect. We are not talking loudly, but telling the truth to people’s hearts, so that our works can land effectively overseas. We should keep our advantages and international vision, tell our positions and viewpoints in internationally understandable words, and turn Chinese expressions into expressions that are loved by international audiences. It is necessary to publicize and explain the report of the General Secretary of the Supreme Leader and the important thoughts of the General Secretary of the Supreme Leader, adhere to stability, accuracy, high quality and efficiency, spread positive views, innovate and optimize narrative strategies, create key in-depth columns, enrich product presentation forms, tell the story of the General Secretary of the Supreme Leader in a vivid, amiable and credible way, and expand the effectiveness of the external communication of the report of the General Secretary of the Supreme Leader.
This year marks the 10th anniversary of General Secretary Supreme Leader’s proposal to promote the concept of building a community of human destiny and jointly build the "Belt and Road Initiative". We should combine our advantages and characteristics, use our brains to make overall planning, carry out large-scale interview activities, make good use of creativity and good works, explain and display the important ideas and major initiatives put forward by General Secretary Supreme Leader, and better accomplish our primary political tasks with masterpieces.
Fully implement the important requirements of the Supreme Leader General Secretary on comprehensively improving the efficiency of international communication.
In the field of international communication, "efficiency" means the correctness of the purpose and means of using behavior and the advantage of the effect. To study the important exposition of the Supreme Leader’s General Secretary, we should unify knowledge with action, truly integrate knowledge with practice, turn the important thoughts of the Supreme Leader’s General Secretary into a powerful driving force to promote the work, and contribute to telling the story of China, spreading the voice of China and showing the true, three-dimensional and comprehensive China.
We must have a "targeted consciousness" and steadily carry out the international public opinion struggle.
General Secretary of the Supreme Leader pointed out that backwardness will lead to beatings, poverty will lead to starvation, and aphasia will lead to scolding. In the field of international public opinion, others have talked nonsense about some hot issues. If they are not clarified and corrected in time, they will be "speechless" and "aphasia" in the pattern of international public opinion, which will spread false information and affect China’s image and national interests. We should actively and steadily carry out the guidance of international public opinion and the public opinion struggle in the ideological field, so as to ensure that the support should be stable and the target should be accurate. In view of the false statements such as "China threat theory", "China collapse theory" and "China free rider theory", we should take the initiative to clarify China’s policy stance and opinions through various channels and ways, clarify vague understanding in time, vigorously refute wrong arguments, and seize the commanding heights of morality and public opinion. We should strengthen our sensitivity and discrimination, always keep a sober, calm and prudent attitude towards hot topics, fully study the topic background, and be brave and good at fighting. It is necessary to strengthen positive narration, pay attention to speaking through foreign media, collect and make good use of overseas media reports and international community responses, guide the international community to form a correct view of China and the view of the Communist Party of China, and better understand and recognize that "China’s development cannot be separated from the world, and world development also needs China".
It is necessary to give full play to the advantages of comments and exclusive reports, attack accurately, constantly hit the sensitive points, festering points and bleeding points of the other side, grasp the problem accurately, clarify the context, explain the truth thoroughly, and vigorously carry out public opinion struggles, so as to achieve clear themes, stable support, accurate targeting, fine selection of materials and good results. To carry out the international public opinion struggle, we should always pay attention to standing at the commanding heights of human morality, be good at turning encounters into active wars, grasp the core issues, accurately refute them, clarify the truth and make clear the truth, and at the same time do not expand the scope of attack, engage in personal attacks or engage in low-end scolding wars. In short, we must carry forward professionalism, improve our professional ability, identify the target and pain points, grasp the problem more accurately, make the context clearer and explain the truth more thoroughly, and we will certainly achieve good public opinion results.
We should have a sense of "rushing to the beach" and actively guide international public opinion.
"beach awareness" is to take the initiative to attack, seize the opportunity of international public opinion guidance, carry out more targeted and targeted effective communication, and not always be led by other people’s issues. It is necessary to stress "timeliness and effectiveness" and effectively enhance the attractiveness, appeal and influence of international communication work. Grasping the "time" is to grasp the favorable opportunity to speak out, release authoritative information at the first time, actively and carefully set up topics with clear views, strong directivity and easy communication, and truly achieve "preconceptions" and voice. Grasping the "degree" means grasping the measure, mastering the temperature, and analyzing and controlling the density and intensity of sound according to the specific situation. For example, in response to the negative reports, attacks and slanders of some foreign media, it is necessary to be tit-for-tat, argue with reason, and be strategic and beneficial. Some issues can be ignored so as not to be led by foreign media; For another example, when promoting achievements, we should pay attention to the sense of occasion and proper limit, and not overdo it. We should not only talk about our development achievements, but also talk about the difficulties and problems we need to solve, so as to guide the international community to look at the development stage of China comprehensively and objectively. Grasping the "effect" is to be effect-oriented, to follow the law of communication and to emphasize the art of communication, to be both principled and flexible, and to organically combine what we want to say with what foreign audiences want to hear.Really let foreign audiences understand and listen.
To take the initiative to attack and actively "seize the beach", we must dare to plan independently and take the initiative to go deep into the front-line interview. Practice has proved that it is an important link in the guidance of international public opinion to prepare for the topic in advance. Think of what others think and fight a prepared battle, so as to be calm and win the initiative.
We should have "audience awareness", adhere to "one country, one policy", and carry out accurate agenda setting and effective communication with words, logic and forms close to foreign audiences.
There are cultural differences between different countries and nationalities, so we should adapt to local cultural traditions, acceptance habits and audience needs, and create high-quality products close to the local area with distinctive characteristics. "A key opens a lock", from the content point of view, it is necessary to grasp the concerns of audiences in different countries and regions, locate news products and communication targets more accurately, and produce and push accurate reports according to their concerns; It is necessary to grasp the doubts of audiences in different countries and regions, make targeted reports according to their questions, not only deconstruct the narrative framework of anti-China forces in the West, but also actively clarify their positions and solve doubts and doubts; We should grasp the empathy of audiences from different countries and regions, and show the spiritual outlook of Chinese people and the true image of China with empathy. For example, the concept of promoting the building of a community of human destiny and the common values of all mankind put forward by the Supreme Leader General Secretary has aroused the emotional resonance of people of all countries and laid a solid foundation for us to gather people’s hearts and gather their popularity. From the mechanism point of view, it is necessary to implement the localization strategy in depth, encourage the establishment of overseas localization production centers, communication centers and promotion centers, try to advance all aspects of work such as topic planning, production, communication and promotion, go deep into the cultural context of foreign audiences, understand their values, ways of thinking and discourse styles, and adopt more targeted, differentiated and personalized communication strategies.
The so-called "accuracy" means to adjust and optimize the topic setting, communication content, narrative method and expression form accordingly. For example, when spreading to "elites" such as foreign political and business circles, we should pay attention to the commonality and compatibility between China’s excellent traditional values and the common values of mankind, seek common ground while reserving differences, and constantly enhance their understanding and understanding of China’s political system and development mode; When spreading to the ordinary people and other "mass layers", the form needs to be more diverse and flexible, and the content should highlight the viewpoint and individuality, so as to spread China culture and China image in a scientific, innovative and international way.
We should have a "frontier consciousness", give full play to the important role of new media and new technologies, and strive to promote all-round innovation in concepts, contents, means, systems and mechanisms.
General Secretary of the Supreme Leader stressed: "We should grasp the trend of mobility, socialization and visualization in the field of international communication". With the rapid development of Internet and modern communication technology, the domestic and international media structure, public opinion ecology and audience have undergone profound changes, and the Internet has become an important battlefield for big countries to compete for the right to speak and influence the cognitive field. It is necessary to continuously promote, establish and operate foreign language websites and clients for overseas audiences in different countries, languages and regions, increase originality, improve content supply capacity, and continuously consolidate and expand the main positions and resource banks for Internet publicity. It is necessary to expand the guidance of public opinion by "going to sea by boat and climbing by ladder", operate media accounts according to the actual conditions of different countries, and attract foreign audiences through high-quality lightweight, visual videos, pictures, tables, etc., humanized network language and rich and diverse expressions.
Recently, new breakthroughs in artificial intelligence at home and abroad are constantly impacting the media industry. The media should have "crisis awareness" about the impact caused by the development of new technologies. On the one hand, we should be fully prepared to meet the challenges, on the other hand, we should see "organic in danger", make full use of the achievements of the information revolution, and promote the in-depth development of media integration. Explore the application of artificial intelligence in news gathering, production, distribution, reception and feedback, control the "algorithm" with mainstream value orientation, and achieve solid results in building a "full-process, holographic, full-staff and full-effect" media pattern.
We should have "brand awareness" and strive to build a good media think tank.
Building a media think tank is an active choice to explore and launch professional, in-depth and authoritative information products in the face of profound changes in the media structure, and it is also an innovative practice to exert social benefits and promote international communication. To build a media think tank into a well-known brand in the industry, we should not only have professional research and consulting functions, but also devote ourselves to building an open knowledge dissemination platform, and extend the media functions from simple information dissemination to public opinion judgment, public opinion collection, intellectual supply and value transmission, so as to continuously improve media capabilities and increase innovative communication value in the new era.
To enhance "brand power", we must have talent support. It is necessary to make good use of the factors of making full use of people, strive to forge an excellent team of media-melting talents, and explore the construction of an innovative, compound, applied and leading "four-type" team of international media-melting talents. The key to media competition is talent competition, and the core of media advantage is talent advantage. Career development depends on the support of wave after wave of talents. We should make more efforts in talent support, so that every media person can give full play to his potential, advantages and functions.
From the 30th collective study in 19th the Political Bureau of the Central Committee, which first proposed "improving the efficiency of international communication in an all-round way", to the party’s Report to the 20th CPC National Congress, which emphasized "forming an international discourse right that matches China’s comprehensive national strength and international status", General Secretary of the Supreme Leader put the overall improvement of the efficiency of international communication in a very important position. For doing a good job in international communication, this means a new mission and new opportunities. Whether we can seize the opportunity and overcome difficulties will determine the quality of our high-quality development. The general requirement of carrying out the education on Socialism with Chinese characteristics Thought in the new era of the Supreme Leader is to "learn ideas, strengthen party spirit, emphasize practice and make new contributions". We should implement the study and investigation in the tasks assigned by the 20th National Congress of the Communist Party of China, so as to promote the new achievements of high-quality development and test the achievements of theme education.
(The writer is deputy editor-in-chief and senior editor of People’s Daily. This article is compiled by the author’s exchange speech when he participated in the theme education seminar of the party branch he contacted)