Global Communication, Youth Empowerment: Forum of Global Communication and GenZ at Tsinghua University

The Youth Global Commutation Forum with the theme “Global Communication, Youth Empowerment” was held at Tsinghua University in Beijing on March 31, 2023. Nearly 100 experts from different government departments, colleges, and organizations gathered at Tsinghua University to share experiences on how to improve global communication and engage in discussions on how to better promote global communication among “Generation Z” (Gen Z) members around the world.

Attendees of the Youth Global Commutation Forum at Tsinghua University. (Photo provided by Tsinghua University)

Gen Z makes up 80% of global Netizens, according to Zeng Qingkai, Editor-in-chief of China Daily 21st Century English Education Media. The enormous online presence makes Gen Z an important group to reach out to, in order to bridge communication gaps among different countries and cultures. Compared to the previous generations, Gen Z is also more open-minded and inclusive, making them easier audiences of different ideas and stories.

Zeng Qingkai, Editor-in-chief of China Daily 21st Century English Education Media. (Photo provided by Tsinghua University)

Following the discussion on global communication and Gen Z, experts from Tianjin University, Xi'an Jiaotong University, the University of International Business and Economics, Peking University (PKU), and Tsinghua University presented the works the schools have done to reach out to global audiences and their achievements over the years. Luo Ling, Deputy Director of Media Convergence Center from Peking University shared the formula PKU developed to tell the China story, and Chen Ken, Director of Global Communication Center from Tsinghua University shared a model established by Tsinghua to promote global communication.

Luo Ling, Deputy Director of Media Convergence Center, Peking University. (Photo provided by Tsinghua University)

Chen Ken, Director of Global Communication Center, Tsinghua University. (Photo provided by Tsinghua University)

Five GenZ leaders respectively from Russia, Belarus, India, the U.S., and China shared their experiences in promoting global communication, their understanding of global communication, and their ideas on how to better tell the China story to the world. Temelidi Yulia from Russia finds that posts on Instagram and TikTok can often reach a larger audience than a written media piece. Ekaterina Kaligaeva emphasized the importance of coming to China to see “what the real China is like,” and Indian reporter Shamim Zakaria stressed the significance of global communication as “dialogue is very important to share different opinions.”

Photo of Gen Z leaders engaging in discussion. From left to right: Huang Ernuo (host), Temelidi Yulia, Shamim Zakaria, Ekaterina Kaligaeva, Peter Joseph Scheuer Jr. (Tom), and Ge Qing. (Photo provided by Tsinghua University)

The forum wrapped up with a talk by Professor Shi Anbin of Tsinghua University's School of Journalism and Communication, who summarized the four digital platforms which have become key channels of transcultural communication with global Gen Z: short videos, internet literature, online gaming, and e-commerce. These platforms have caught the attention of global Gen Z members, and shown the aspects of Chinese culture that appeal to them . Practitioners of global communication need to better use these platforms for cultural communication and develop similar mediums to attract more Gen Z members.

Professor Shi Anbin, Tsinghua University. (Photo provided by Tsinghua University)

Telling a good China story and showing a real, three-dimensional, and comprehensive China have been important tasks to strengthen China’s global communication. Nowadays, the discourse and practice of global communication are being focused on a younger generation, as members of Gen Z have a broader international perspective and have become a new force in international communication and public diplomacy. The Youth Global Commutation Forum discussed how to carry out communication work for Gen Z, and how to bring into play the new role of Gen Z in international communication. These are key concepts to China’s global development and a central approach for China to engage with the rest of the world.