DING SHIZHAO, president of Shenzhen News Group, shared his views on achieving high-quality international communication at a forum Thursday, urging Chinese media to transform meaningful news reports into engaging content through the approach of “joyful dissemination.”

According to Ding, global communication should not be akin to lecturing students, conveying directives from higher authorities, or resembling the National College Entrance Exam. “It is particularly important for media organizations to create favorable impressions and instill happiness in their audience through disseminating the news,” Ding said at the Sub-forum on Innovative International Communication in the Age of New Media. “By achieving precise communication and ensuring the satisfaction of all parties involved, effective communication will undoubtedly be achieved.”

High-quality communication requires the pursuit of value-based communication and effective dissemination, Ding said. Chinese media should assume a proactive role and exhibit greater confidence in promoting shared human values of “peace, development, fairness, justice, democracy and freedom.” Such an approach is expected to yield profound implications and encounter minimal resistance during the communication process, according to Ding.

Adopting a more peaceful communication posture and mindset can be more effective in gaining genuine acceptance of the communication content, the veteran journalist said.

(SD News)