Characteristics, Challenges and Countermeasures of Strengthening International Communication Capacity Building in the New Media Era

In the new media era, international communication presents the characteristics of diversified communication subjects, fragmented communication content, and interactive communication forms. China has problems in international communication, such as a single communication subject, insufficient communication channels, and lack of innovation in communication forms and content. Based on the many characteristics of new media, China should break the traditional thinking, expand the communication subjects, combine “speaking by oneself” with “speaking by others”, and pay attention to the influence of grassroots communication subjects. It is necessary to broaden the communication channels and build an all-media communication pattern that combines central-level media with social media and short video media. In terms of communication forms, AI, VR and other technologies should be used to enable communication effects, and in terms of communication content, Marxism, the “soul” and the excellent traditional Chinese culture, the “roots”, should not be abandoned. Only in this way can we tell the Chinese story well and show a charming image of China.