How CMG shapes the national discourse through its external communication mechanisms.

In the era of globalization following the Cold War, the media order gradually transformed into a structural system dominated by the West. This Western media landscape solidified the asymmetry of informational power in international communication: Western voices are widely disseminated and shape a "global common sense," while non-Western countries remain sidelined in the competitive discourse. Since the beginning of the 21st century, especially after the 18th National Congress of the Communist Party of China, the necessity to "tell China's stories well and effectively disseminate China's voice" has been clearly articulated and gradually elevated to a national strategic goal. This shift underscores China's strategic initiative in international communication, namely: to dismantle the established information landscape using institutionalized and systematic communication mechanisms, thereby shaping an international narrative environment conducive to its own development. The aim of this study is to analyze how China Media Group (CMG) constructs national discourse through specific institutional mechanisms. Using literature analysis, case studies, and critical discourse analysis combined with multilingual content comparison, this research examines the external communication mechanisms of Chinese media conglomerates and the logic underlying national discourse construction. The innovation of this study lies in the creation of a comprehensive analytical model encompassing three dimensions – institutional mechanisms, communication operations, and platform strategies – in order to systematically reveal the discourse construction logic employed by Chinese media conglomerates in international communication. The research demonstrates that CMG achieves global dissemination and cognitive optimization of national discourse through multilingual deployment, a unified narrative system, and the symbolization of national image. At the same time, the study shows that while the external communication mechanism maintains political consistency, it also faces challenges such as insufficient audience engagement, content homogenization, and trust issues. In conclusion, it emphasizes the need to enhance audience participation, optimize localized expression, and strengthen coordination mechanisms among various stakeholders to improve the effectiveness and communicative strength of China's international communication.