International Communication Capacity of Universities: Innovative Perspectives and Enhancement Strategies

Abstract

Under the backdrop of ongoing Centennial Changes in the world landscape, China's integration into the global community and development of international relations under new circumstances require not only government-led diplomacy but also enhanced emphasis on public diplomacy. As a crucial force in public diplomacy, universities play multiple roles in international communication - serving as content providers, talent incubators, process facilitators, and effectiveness amplifiers - leveraging their abundant resources. International communication, functioning as the core vehicle for universities to conduct public diplomacy, proves pivotal to its success. This paper explores universities' unique advantages in international communication, including their concentration of top-tier talents and innovative ideas, their role as platforms for cultural exchanges between China and foreign countries, and their position as hubs for Generation Z youth. By analyzing the current status of international communication efforts in Chinese universities, the study proposes innovative pathways to enhance their global communication capabilities. These include strengthening strategic awareness, increasing resource investment, streamlining foreign affairs management procedures, establishing incentive mechanisms, and leveraging AI and big data technologies, all aimed at better serving national public diplomacy objectives.