Think tanks can act to achieve more

Rising voice in a digital world

Shi Anbin

In the evolving landscape of global communication, China has made significant progress but faces new challenges. To further enhance its international outreach, three critical areas demand attention: digital intelligence, artificial intelligence, and a focus on the Global South.

First, the shift to digital and intelligent communication is key. With the rise of digital platforms, there is a growing need to innovate. This "digital intelligence wave" encompasses areas such as online literature, gaming, online miniseries, and e-commerce, all of which have amplified the spread of Chinese culture internationally. While State media remains the backbone of communication, these digital tools play a vital role in enhancing global goodwill and cultural resonance.

Second, the challenge of artificial intelligence can't be overlooked. Despite China's advancements, gaps remain in AI-driven global communication. For instance, Chinese content constitutes only a small fraction of datasets used in major AI models like ChatGPT, limiting its linguistic and cultural reach. Additionally, China's unique internet structure has constrained its ability to penetrate global digital ecosystems. Think tanks, with their flexibility and focus on content creation, are better positioned than traditional media to address this issue. By integrating into global AI platforms and advancing Chinese narratives, think tanks can significantly enhance China's voice in the digital age.

Finally, a shift toward the Global South offers new opportunities. This narrative, rooted in "The Rise of the Rest", resonates with developing nations and repositions China's rise as part of a broader global movement. For think tanks, fostering collaboration with Global South counterparts can create a unified communication strategy, amplifying shared goals and perspectives on the international stage.

In summary, digital intelligence, AI integration, and a focus on the Global South are essential to advance China's global communication in 2025 and beyond. These strategies will not only strengthen China's international presence but also promote a more inclusive and balanced global narrative.

Shi Anbin, a professor at the School of Journalism and Communication, Tsinghua University

The views don't necessarily represent those of China Daily.

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