21 International Communication Agencies in China Released the "Malanshan Initiative"

7月12日下午，2023中国新媒体大会“讲好中国故事 共塑中国形象”国际传播论坛在湖南省长沙市举行，包括四川国际传播中心在内的全国21家国际传播机构代表在长沙共同倡议，携手奏响交响乐、大合唱，全面提升国际传播效能，加快形成与我国综合国力和国际地位相匹配的国际话语权。

On the afternoon of July 12, 2023, the International Communication Forum of the China New Media Conference was held in Changsha, Hunan Province. Representatives from 21international communication agencies, including the Sichuan International Communication Center, jointly initiated in Changsha to work together tocomprehensively enhance the effectiveness of international communication, and accelerate the formation of international discourse power that matches China's comprehensive national strength and international status.

论坛上，中国外文局、中国记协、湖南省委宣传部、湖南省文化和旅游厅相关负责人出席并致辞，知名媒体人、专家学者、出海品牌企业代表等领域相关人士分享了各自面向海外受众发出中国声音，塑造中国形象的创新实践、成功经验和睿智思考。

At the forum, officials from the China Foreign Languages Bureau, the China Journalists Association, the PublicityDepartment of the Hunan Provincial Party Committee, and the Hunan Provincial Department of Culture and Tourism attended and delivered speeches. Well-known media professionals, experts and scholars, representatives of overseas brand enterprises, and other relevant figures in various fields shared their innovative practices, successful experiences, and wise thoughts in delivering the Chinese voice to overseas audiences and shaping the image of China.

中国外文局局长杜占元表示，世界之变、时代之变、历史之变正在以前所未有的方式展开。媒体在中国走向世界、世界读懂中国中，肩负着更大的责任。他指出，国际传播要聚焦中国式现代化，构建具有感染力和说服力的中国叙事，并提出要提升外文网络传播能力，拓展新技术应用，为中国故事插上新技术的翅膀。

Du Zhanyuan, the director of the China Foreign Languages Bureau, said that the changes in the world, the times, and history are unfolding in unprecedented ways. The media has a greater responsibility in China's interaction with the world and the world's understanding of China. He pointed out that international communication should focus on the Chinese-style modernization, construct a compelling and persuasive Chinese narrative, and proposed to enhance the capacity for foreign language network communication, expand the application of new technologies, and give new wings to telling Chinese stories.

新华网总编辑钱彤认为，近年来，各级地方媒体、出海企业等各方在加强国际传播能力建设方面进行了积极尝试和深入探索。“国际传播这台大合唱，队员越来越多，声部越来越丰富，旋律也越来越绚丽。”

Qian Tong, the editor-in-chief of Xinhua Net, believed that in recent years, various local media outlets and outbound enterprises have made active attempts and deep explorations in strengthening the construction of international communication capabilities. "This grand chorus of international communication has more and more members, richer voices, and more brilliant melodies."

中国日报社副总编辑王浩分享了《中国日报》的“借嘴说话”模式，指出知华友华爱华护华的外籍人士是讲好中国故事的一支特殊重要力量，“他们‘联接中外’的独特视角和表达，让故事的讲述更容易被海外受众接受。”

Wang Hao, the deputy editor-in-chief of China Daily, shared the "Speaking Through Others" model of China Daily, pointing out that foreign nationals who understand China, love China, and protect China are a special and important force in telling the Chinese story. "Their unique perspectives and expressions in connecting China with the world make it easier for overseas audiences to accept the storytelling."

地方媒体也在论坛上分享了讲好地方故事、中国故事的真知灼见。深圳广电集团总裁尚博英说，为了破解“讲了传不远”难题，深圳广电集团与各国驻华使馆、媒体机构、深圳出海企业等各方广泛合作，形成“多圈层”渠道联盟。“拓宽中国声音‘音域’，需要更多的合唱团。”

Local media also shared their insights on telling good stories about their regions and China. Shang Boying, the president of Shenzhen Media Group, said that in order to solve the problem of "telling but not reaching far," Shenzhen Media Group has cooperated extensively with foreign embassies in China, media organizations, and outbound enterprises in forming a "multi-level" channel alliance. "To broaden the 'sound domain' of China's voice, we need more choirs."

在沙龙对话环节，来自中国东方航空、中国中车集团、华为等多家企业代表与知名学者围绕中国品牌如何通过新媒体打开海外知名度展开了讨论。他们纷纷表示，透过优质品牌产品和服务，通过新媒体传播展现中国的技术水平和现代化程度，以树立品牌形象来提升国家形象。

In the salon dialogue session, representatives from companies such as China Eastern Airlines, CRRC Corporation Limited, and Huawei, as well as renowned scholars, discussed how Chinese brands can enhance their overseas visibility through new media. They all expressed that by showcasing China's technological level and modernization through high-quality brand products and services and through new media, they can establish a brand image to enhance the country's image.

作为论坛压轴环节，CGTN、中国日报等6家中央级外宣旗舰媒体与四川国际传播中心、重庆国际传播中心、海南国际传播中心等15家从事国际传播工作的省级媒体代表还共同向新时代国际传播工作者发出《马栏山倡议》，呼吁全国“国传人”秉持中国立场，展现国际视野；讲好中国故事，传播中国声音；发挥融媒优势，助力破圈出海；弘扬中华文明，促进文明互鉴。

As the highlight of the forum, six central-level foreign media flagship outlets including CGTN and China Daily, together with 15 provincial-level media representatives engaged in international communication work such as the Sichuan International Communication Center, the Chongqing International Communication Center, and the Hainan International Communication Center, jointly issued the "Malanshan Initiative" to the international communication practitioners of the new era, calling on "national communication personnel" across the country to uphold the Chinese position, demonstrate an international perspective, tell the Chinese story, spread the Chinese voice, leverage the advantages of integrated media, and assist in breaking barriers and going global, and promote cultural exchanges and mutual learning of civilizations.

此次论坛由中华全国新闻工作者协会新媒体专业委员会、中共湖南省委网络安全和信息化委员会办公室、湖南省广播电视局、湖南省新闻工作者协会主办，新华网、湖南广播影视集团承办，是2023中国新媒体大会的平行论坛之一。

This forum was organized by the New Media Professional Committee of the All-China Journalists Association, the Office of the Network Security and Informatization Committee of the Hunan Provincial Party Committee, the Hunan Provincial Radio and Television Bureau, and the Hunan Provincial Journalists Association. It was hosted by Xinhua Net and Hunan Broadcasting and Television Group, and was one of the parallel forums of the 2023 China New Media Conference.

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