More than media needed to boost soft power
- By Harvey Dzodin
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E-mail China Daily, February 26, 2016
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President Xi Jinping tours the headquarters of People's Daily newspaper in Beijing on February 19, 2016.[Photo/Xinhua] |
President Xi Jinping's recent visit to China's three major media outlets has drawn wide attention. While most of Xi's remarks at People's Daily, Xinhua News Agency and China Central Television were media relations, it was interesting to see him repeat his views on how the media, old and new, can help build China's soft power.
China has been trying to expand its soft power, spending billions of dollars in the process. It has invested huge amounts in many media outlets to intensify innovation, and the improvements are obvious. The 24-hour CCTV America with its excellent production values and the wide availability of an editorially improved China Daily abroad are excellent examples. Of course, these costly innovations are necessary, but they are far from sufficient, because building a country's soft power is hard and expensive work.
The most recent publicity endeavor being touted is the latest in a series of jaunty videos in nine languages on the "Four Comprehensives" distributed by Xinhua. The entire series is well done, fun and informative.
However, these well-done messages seem to be falling on deaf ears, as few people have watched them even on popular sites such as YouTube or Facebook. Indeed, such initiatives need to continue and be improved. But, as Xi has said, China's story has to be told well, and other bold initiatives, some spearheaded by the private sector, should be taken to the next level, or else initiated.
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