One TV commercial is not enough

The ad campaign on CNN indicate China's strong desire to communicate with the world, which is directly related to its rising economic status on the global stage, says Yu Guoming, associate dean of the School of Journalism and Communication in Renmin University of China. Excerpts of the interview taken by China Daily's Wang Yiqing follow.

The rise of China has influenced the global economy in a way that has altered the functioning of the international market. But since globalization is all about emerging economies playing an increasingly significant role in the world, it is unfair to point an accusing finger at China if it has gained from the process.

Global economic adjustments will create a series of fluctuations, such as industry reconstruction and labor reallocation in different sectors, too, in some countries. Leaders and people in some places may feel antagonistic toward China and build tariff or non-tariff obstacles for its products to ensure that they get as little entry as possible in foreign markets.

The lack of cultural understanding prompted Western countries to see China as a marginalized and "mysterious" country. Mysterious always refers to non-similar and non-compliance with one's rules. This cultural barrier between China and the Western world remains a problem.

Considering all this, it is not surprising that Westerners feel threatened by China growing fast into the third-largest economy.

The West's attitude is indeed "mysterious", even deplorable, but we need to reflect upon the way we access the outside world. Chinese products can be found everywhere, not China's voice. Without simultaneous spread of understanding for Chinese culture, people in other countries can easily perceive the rapid increase in Chinese products as a "China threat".

Misunderstanding always gives rise to prejudice, and prejudice can lead to conflict. To change the international image of "Made in China" products, we should first focus on how to communicate with the world.

According to the agenda setting and framing theories in communication, the "facts" given by the media are almost always constructed and one-sided. The Western media can only provide their readers and viewers with the Western view of China, which hardly reflects the picture in its entirety.

China should start building its image itself. Its own voice can help change Westerners' stereotyped view of Chinese products.

The CNN ad campaign shows we have made some progress in our international communication policies. The government has taken a step toward national marketing to build the country's as well as its products' image. In order to let Western audiences hear China's voice, more commercials should be launched in the Western mainstream media.

Apart from "Made with the World" commercials, the government should insert ads on other aspects, especially culture. National marketing should be accompanied by other social communications approaches, such as academic exchanges, people-to-people interaction and tourism. We should let the outside world realize that China is a country that respects humanity's common value and complies with the rules of the game. We will be able to remove some misunderstandings.

The content of commercials should be open to discussion. As opposed to the Chinese people, who are accustomed to understanding the concrete realities by seizing overall conceptions first, Westerners prefer to learn things from specific cases or events.

The key to successful communication is to win acceptance. So the first step of communications is emotional contagion rather than rationalization. Unfortunately, the logic behind the CNN commercial is still relatively Asian. Generally speaking, the commercial is more like introducing than telling a story. This way of expression won't have an obvious effect in gaining recognition.

What South Korea did to export its culture aboard is worth considering. South Korean TV dramas that integrate traditional Korean elements into popular and romantic scenes attract a large number of foreign viewers. Many foreigners have developed a good impression of South Korea through its TV dramas.

Successful communications should be like a shadow-less lamp that can lighten any place. But it cannot be done merely through an image promotion campaign. It is too ambitious to expect the first national image-building ad covering all aspects of society to accomplish everything.

Overcoming Western prejudice will be a long process for us. And we have to be more patient and tolerant, and adopt more ways of communication.

(China Daily 01/05/2010 page9)