Zhang Yu

JeniZhang13@163.com

CHINESE media should exhibit the courage and responsibility to proactively make their voices heard in the international public opinion arena, according to Zhang Yuanqing, head of People Daily’s social media account Xiakedao.

Zhang made the remarks at the Sub-forum on Innovative International Communication in the Age of New Media in Shenzhen on Thursday. It was one of the eight sub-forums of the 2023 Forum on Building up China’s Cultural Strength.

According to Zhang, as a social media account affiliated with the overseas edition of People’s Daily, Xiakedao has been committed to effectively conveying China’s voice and presenting its narratives to the world since its inception.

Over the years, Xiakedao has garnered attention from many overseas media outlets, with its opinions frequently cited.

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

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 demonstrated Xiakedao’s substantial influence within the international public opinion sphere.

Zhang stated that this successful international communication case holds two key implications.

First, it sheds light on the nature of communication itself. “Scholars may offer various definitions on communication. But as a media professional, I think that communication revolves around supply and demand,” Zhang said.

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

“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,” Zhang said.