Брой 4
Xueying Jiang, Lei Zhao
Abstract. With the growth of China’s economic strength, China’s comprehensive national strength has leapt to the forefront of the world. At the same time, the international influence of Chinese academic is also increasing. The construction of China’s national discourse system and national communication system has gradually risen from the practice of national governance to the forefront of national academic theory innovation. “Nation” has been included in the studies of discourse, communication and rhetoric. For many years, Prof. Rudong Chen has studied this topic and established new cross-disciplines such as “rhetorical communication study”, “national discourse study” and “national communication study”. This review attempts to explain and summarize these three categories, trying to establish a theoretical interpretation paradigm of “Chinese path”. It not only opens up a new space for the development of Journalism and communication, discourse, rhetoric and so on, but also has important strategic significance to improve the national soft power and the ability of global governance.
Keywords: Nation, Global, Rhetorical Communication Study, National Discourse Study, National Communication Study.
За тенденциите на развитие на реторическите изследвания на комуникацията и другинови интердисциплинарни направления в китай:кратко представяне на най-новите изследвания на проф.Рудонг Чен
Абстракт. С нарастването на икономическата мощ на Китай цялостната национална мощ на страната изскача на преден план в света. Същевременно се увеличава и влиянието на китайските учени. Конструирането на национален дискурс и национална комуникационна система постепенно израства от местни практики до челни позиции на полето на академичните иновации. Идеята за „нация“ присъства в изучаването на дискурса, комуникацията и реториката. Дълги години проф. Чен изучава тази тема и създава много кросдисциплинарни направления като реторически изследвания на комуникацията, изучаване на националния дискурс и изучаване на националната комуникация. Настоящият обзор се стреми да ги обясни и обобщи, да зададе теоретична интерпретационна парадигма на „китайския път“. Това не само отваря ново пространство за развитието на журналистиката и комуникациите, дискурса, реториката и така нататък, но има и стратегическата значимост да подобрява националната „мека сила“ и уменията за световно лидерство.
Ключови думи: реторически изследвания на комуникацията, изучаване на националния дискурс и изучаване на националната комуникация.
1. Introduction to Prof. Rudong Chen
Rudong Chen is a professor of the School of Journalism and Communication of Peking University of P. R. China. He is now the president of Global Rhetoric Society and Global Alliance of Media Ethics and Law, honored president of the Chinese Rhetoric Society of the World and the World Association of Language & Culture Education, Council member of Global Ethics Network of the Carnegie Council, etc.
Prof. Chen got his Ph. D in linguistics and applied linguistics from the Shanghai International Studies University in 1995. He has been teaching at Peking University since 1995 up to now. He has taught and done researches at the universities in the United Kingdom, the United States, Korea, Japan, Bulgaria and etc. Prof. Chen founded the Global Rhetoric Society, the Chinese Rhetoric Society of the World, the Global Alliance of Media Ethics and Law, and other international academic organizations. He was invited to give keynote speeches at conferences of ISHR and other international academic organizations for many times.
His research interests cover studies on rhetoric, journalism, communication and language. He has published 8 books on rhetoric and communication studies, such as An Introduction to Socio-psychological Rhetoric, Chinese Rhetoric for Foreigners, Cognitive Rhetoric, The Contemporary Rhetoric of China, The Ethics of Language, New Theories on Rhetorical Communication Studies etc. In addition, Prof. Chen has published more than 100 papers in the journals around the world.
For more than 20 years, Professor Chen has been devoted to the innovation and exploration of the frontier theories of linguistics and applied linguistics, journalism and communication, especially rhetoric. He established or perfected many new interdisciplinary theories such as socio-psychological rhetoric study, cognitive rhetoric study, ethics of language, ethics communication study and rhetorical communication study. He led Chinese Rhetoric onto international academic stage and gained international influence.
Since the late 1970s, China has been carrying out reform and opening up, which has opened a new era of the rejuvenation of the Chinese nation. In the early decade of the 21st century, China has become the world’s largest developing country and fastest growing economy. With the growth of China’s economic strength, China’s comprehensive national strength has leapt to the forefront of the world. At the same time, the international influence of Chinese academic is also increasing. The construction of China’s national discourse system and national communication system has gradually risen from the practice of national governance to the forefront of national academic theory innovation. “Nation” has been included in the studies of discourse, communication and rhetoric. Professor Chen Rudong has studied for many years and established new cross-disciplines such as “rhetorical communication study”, “national discourse study” and “national communication study”. National discourse study has become an important academic field. National communication study and national rhetoric study are the extension of national discourse study.
It is of practical significance and theoretical value to construct rhetorical communication study, national discourse study and national communication study. With the enhancement of China’s national strength, the change of the trend of globalization and the development of new media technology, the disciplines of communication, rhetoric and discourse in China show a new trend of development. On the one hand, in China, the media pattern has changed, the monopoly of information production and consumption has been broken, the integration of technology and capital has forced the reconstruction of the power system, and a new paradigm of knowledge production and dissemination is being formed. Internationally, China’s global layout is faced with the challenge of national value antagonism, conflict and game. There is an urgent need for spatial transfer in the global spread of Chinese culture and civilization. The way of thinking in the areas of politics and economy, military and culture, official and folk, reality and virtual, regional and global and so on also needs to be changed urgently. All these urgently need the birth of new theories.
On the other hand, the development trend of mass communication in China is from traditional media to new media, from individual or group communication to national communication, and from domestic communication to international communication. Discourse, as an important form of communication, is also facing a new development trend. The discipline construction of discourse science has shifted from the micro internal study of discourse to the macro study of discourse subject rights, discourse order, discourse culture and discourse civilization. Moreover, it has shifted from the study of individual or group discourse to the study of public opinion and national discourse. In addition, it brings discourse subject, discourse right, national discourse right, discourse globalization, human discourse communication order and discourse communication civilization into the theoretical study of discourse. Accordingly, rhetoric, which is to improve the efficiency of discourse communication, is also facing changes. Rhetoric is moving from individual rhetoric to public rhetoric, and the study of rhetoric is moving from citizen rhetoric to national rhetoric and global rhetoric.
This review attempts to explain and summarize these three categories, trying to establish a theoretical interpretation paradigm of “Chinese path”. It not only opens up a new space for the development of Journalism and communication, discourse, rhetoric and so on, but also has important strategic significance to improve the national soft power and the ability of global governance.
2. Rhetorical Communication study
With the development and popularization of digital media technology, human rhetorical communication behavior has entered a new era, and new rhetoric phenomena are constantly emerging. In China, the democratic system is constantly improving. How to establish and maintain the order of public democratic rights, how to formulate, implement and supervise social public policies, and how to maintain social fairness and justice order? It needs not only the free expression of individual will, but also the cohesion of public will, and the establishment and improvement of public rhetoric order. Internationally, rhetoric research is facing the challenge and opportunity of globalization. Whether it is the shaping of national image, the maintenance of national rights, or the settlement of international disputes and the coordinated handling of common affairs faced by mankind. All of these need to rely on non-military rhetoric. This part mainly expounds the Public Rhetoric, National Rhetoric and Global Rhetoric (Chen 2011b, 2012a, 2012b, 2013, 2015a).
(1) Public Rhetoric
With the development of rhetorical practice in China, the current rhetoric research, especially the individual rhetorical paradigm, can’t fully meet the needs of public rhetoric in Chinese society. New media technology also provides a broader space for the public to express their free will. In order to adapt to the new situation, such as the further improvement of China’s democratic system, the construction of public power, the formulation of public policies, and the handling of public affairs under the environment of globalization and new media, we need the expression of public will. This section mainly expounds the connotation, current situation, problems and solving strategies of public rhetoric.
Public rhetoric is different from individual rhetoric. Individual rhetoric refers to the rhetorical behavior carried out by social individuals with their own interests as the main direction. Although individual rhetoric also has social function, its starting point is focusing on personal interests. Public rhetoric refers to the rhetorical behavior of social individuals or groups directed at public interests. Its rhetorical motivation lies in the expression of public will, the construction of public power and the formulation of public policies (Chen 2012b).
Since the 1990s, China has gradually integrated into the new international order in politics, economy and culture. The rhetoric practice in Chinese mainland is also undergoing a revolution, and many new public rhetoric forms have emerged, showing a new rhetorical trend. This is mainly reflected in the following aspects (Chen 2012b):
1) Internet provides a new media platform for China’s rhetorical practice.
2) The increasing Chinese Internet users are potential public rhetoric groups.
3) The rhetorical situation of Chinese Internet users have gradually developed from the individual expression of self emotion, emotion, thought and will to the expression of public will.
4) China’s public rhetoric forms are gradually enriched, showing a diversified situation and multi-media form.
5) The rise of Internet public rhetoric in China has a great impact on China’s public policy and public affairs.
Internet not only creates a good public opinion environment for the formulation of public policies, but also creates favorable conditions for the implementation, supervision and adjustment of public policies, guarantees and maintains the fairness and impartiality of many public policies. However, the current public rhetoric in China is mostly in a spontaneous and disordered state. Due to historical, cultural and institutional reasons, China’s public rhetoric is still facing many new problems and challenges. This is mainly reflected in the following aspects (Chen 2012b):
1) The public rhetoric awareness of citizens needs to continue to be strengthened.
2) China’s public rhetoric lacks political, legal, administrative and other institutional safeguards.
3) China lacks the tradition of public speech rhetoric, and the existing individual written language rhetoric education can no longer meet the needs of social development.
In China, the order of public democratic rights, the formulation, implementation and supervision of social public policies, the handling of public affairs, and the maintenance of social fairness and justice order need not only the free expression of individual will, but also the cohesion of public will. It is necessary to establish and improve the public rhetoric order. Therefore, constructing new order of public rhetoric in new media age is the current direction of Chinese rhetoric.
(2) National Rhetoric
With the enhancement of China’s national strength, the development of globalization and new media technology, “National Rhetoric” has gradually become the research focus in China since the end of the 20th century. This section mainly introduces the connotation, research object, research task and research content of national rhetoric.
National Rhetoric refers to the rhetorical acts and phenomena that take the state as the rhetorical subject; aim to construct the national image, deal with the state affairs, enhance the international status of the country, coordinate the international relations and solve the international disputes. Government leaders, governments and departments, national spokesmen, state media and citizens are all the subjects of National Rhetoric (Chen 2011b). The main purpose of National Rhetoric is to govern the country, shape the national image, coordinate international relations, solve international disputes and solve universal human affairs. National rhetoric study involves national rhetoric ability, national rhetoric means, national rhetoric strategies and rhetoric methods. The rhetorical subjects include political parties, governments, government leaders, officials and media, as well as domestic citizens and international audiences (Chen 2011b).
The task of National Rhetoric are as follows:
1) Build the theoretical system of National Rhetoric, including the nature, research object, task, significance and theoretical system;
2) Explain nature, genres, mechanism, order, system of National Rhetoric; and study its subjects, including rhetoric consciousness, the formation of rhetorical ability and rhetorical ability of government leaders and officials, media and citizens;
3) Explore the devices and methods in various fields;
4) Analyze the problems and causes; summarize the strategic countermeasures of National Rhetoric;
5) Provide theoretical guidance for National Rhetoric practice.
The main contents of National Rhetoric are as follows (Chen 2011a):
1) National Image rhetoric. We should pay attention to the rhetorical methods and strategies in the national image construction, especially the cognitive analysis of national psychology and religious psychology of different audience groups, in order to improve the quality and efficiency of rhetorical communication.
2) National Rhetoric Ability. National rhetoric ability refers to the ability of government leaders, Foreign Affairs Department, media and citizens. It includes the cognitive ability of the country, context, information and audience, and the ability to construct the national discourse. National rhetoric ability is an important part of national soft power.
3) National Rhetoric Methods. From the micro level, it consists of language, image and body language. At the macro level, it includes the media rhetoric as well as diplomatic, cultural, educational, sports, advertising, news and other rhetoric. From the perspective of media, national rhetoric means include both print media and network and other new media.
4) National Rhetoric Strategy. We should formulate a systematic rhetoric strategy of national communication, form a joint force of national communication rhetoric such as news, film and television, advertising, diplomacy, sports, trade, culture, education, tourism and so on. We should also be able to conduct national rhetoric for different media, contexts and audiences, so as to construct a fine national image.
To sum up, National Rhetoric has not only practical basis, but also profound theoretical basis. It should not only pay attention to the development needs of rhetoric practice, especially the development trend of new media technology and new communication methods, but also the development needs of rhetoric research in each country and the construction of national academic and cultural character.
(3) Global Rhetoric
In recent years, with the deepening of rhetoric studies in various countries, international academic exchanges have become increasingly frequent, and international rhetoric shows a trend of integration. Moreover, in the era of globalization, it is not the best choice to face global conflicts and solve international disputes solely by force and war. It is more effective to achieve win-win results through communication, consultation and cooperation. Therefore, “global rhetoric” and “Global Rhetoric” gradually enter the category of rhetoric. This section mainly introduces the connotation and construction approach of global rhetoric study.
Global Rhetoric focuses on communication behavior in global communication, in which human beings use rhetoric methods to communicate information and feelings through argument and persuasion. Human beings need to construct global order and solve international disputes through rhetoric, rational dialogue, unified global will, benefit sharing rather than violence and force. Rhetoric is an effective means of discourse construction, and Global Rhetoric is the way to construct global discourse system and global order construction (Chen 2013). The history of human development shows that force and war are only temporary means to solve the conflict of human civilization. Rhetoric is the foundation of democracy, public policy system, and the way to reconstruct the international order (Chen 2015b).
Global Rhetoric studies the global rhetoric rules from the perspective of human culture and civilization. It aims to summarize the means and methods of global rhetoric, explore the rhetorical strategies and countermeasures to solve the global survival and development problems faced by mankind, and reveal the rhetorical rules of global communication. Global Rhetoric provides a new possibility for the academic order of rhetoric studies, a new vision of the collision and fusion of world academic studies. It abandons narrow nationalism and extreme religious terrorism. Through regional dialogue and regional rhetoric, the discourse community will be formed, and the harmony and civilization of the past will be returned.
In the discourse system of contemporary human civilization, ancient cultural tradition has great values to change the disharmonious discourse system. Confucian ethics advocate benevolence, tolerance and forgiveness, for example, “Hé Ĕr Bù Tóng” (harmony and difference). Mohist School advocates “Jiān Ài” (universal love) and “Fēi Gōng” (non aggression) (Chen 2015b). The ideas in Asian rhetoric tradition still have important practical significance for the construction of global rhetoric and discourse system. These rhetorical ethical principles are undoubtedly of universal value. They are important strategies to solve global cultural conflicts, achieve cultural integration and regional peaceful development. These ancient thoughts are the wisdom wealth that China has contributed to mankind. China’s global discourse system has led the integration of traditional and modern wisdom, classical civilization and modern technology to guide the global discourse system and the new direction of human civilization (Chen 2015b).
To sum up, Global Rhetoric represents the development direction of human rhetoric in the future. It will become a new way of human life and social order, a global order and a universal law. Therefore, all countries and nations should step out of their own rhetoric tradition and go to the Great Harmony of the world.
3. National discourse study
In the past decade, the study of discourse has become a hot topic in China, and discourse has become a common vocabulary across many disciplines. In recent years, the study of national discourse has gone beyond the academic category and entered the political and cultural fields, becoming a national strategy. The study of national discourse is of great significance to the theoretical construction of national rhetoric and national communication, to the improvement of the quality of national discourse and the construction of national image. It is not only an important strategy to construct Chinese theory, but also an important way to export national value. This part mainly describes the national discourse and its ability, national discourse system, national audiovisual discourse system and discourse presentation of national strategic security (Chen 2008, 2011a, 2015a, 2016, 2017e, 2019b).
(1) National discourse and national discourse ability
With the globalization and the development and extension of new media technology, national discourse and its ability have become an important issue of the practice of national communication, and an important subject in the studies of discourse, rhetoric, journalism and communication. In an era of world-order restructuring, it is worthwhile to study how national leaders and governmental officials of China can put forward appealing, influential and creative ideas about international and domestic major issues by way of discourse, how national media can improve the quality and efficiency of national communication, how citizens can shape their fine images of a great cultural nation, and how China’s national strength and national rhetoric ability can be enhanced. This section tries to briefly expound the nature, connotation, composition of China’s national discourse and its ability.
National discourse is a concrete manifestation of the implementation of national discourse rights and is a kind of national communication phenomenon and information form. It aims at disseminating national, information shaping national image, enhancing national soft power and solving international domestic problems. Its communication subject, motivation, purpose, object mechanism, mode and communication function, all of which take the nation as the core. All discourse related to national policy, national affairs and national interests can be regarded as national discourse (Chen 2011a).
The subject of national discourse includes the subject of communication and the subject of audience. The communication subjects of national discourse include not only political parties, governments and their leaders, but also scientists, writers, entrepreneurs, ordinary citizens and so on, as well as state-level media, such as People’s Daily, CCTV, Xinhua News Agency and so on. There are differences in the audience subjects of national discourse. In international communication, the target of national discourse is mainly the international audience, including leaders, media and people of other countries. In domestic communication, the main targets of national discourse are government officials, social organizations, citizens and the media. Whether it is international communication or domestic communication, the communication object of national discourse is from the point of view of the country. The subject, motivation, purpose, information, communication methods and methods of national discourse communication often vary according to their corresponding communication objects.
As an important way of national communication, national discourse is not only an important carrier of national culture and national civilization, but also an important way to deal with international and domestic affairs. National discourse is the concentrated embodiment of the overall strength of the country, especially the soft power, the ability to govern, and the wisdom of dealing with international affairs. The quality and efficiency of national discourse depends on discourse competence, especially national rhetoric capability. Therefore, the function of national discourse is to deal with international affairs and domestic affairs.
National discourse ability is the ability of various subjects to construct and understand national discourse. The main subjects of national discourse ability should include national leaders, government officials, and national media. National discourse ability includes discourse construction ability and discourse comprehension or discourse cognitive ability. The former refers to ability to judge, collect, process and construct and express of information. The latter refers to ability to select, analyze, evaluate, feedback and use information.
The constitution and requirement of national discourse competence depend on different discourse subjects. For example, national leaders need to be able to propose strategies to resolve international disputes in international affairs. For national media, they need to be able to identify information needs of audiences across countries and nationalities. They also need to be able to adapt to information acceptance habits among audiences in different countries. Among the composition of national discourse ability, the following capabilities should be necessary (Chen 2011a):
1) All kinds of national discourse subjects need to realize their national identity and national roles.
2) All kinds of national discourse subjects need to understand and deal with national information, construct national discourse, i.e. they should possess information adapted to their own national discourse roles.
3) All kinds of national discourse subjects need to have the ability to grasp and control the context, including the ability to recognize, grasp and control stable context information and instantaneous context information.
4) All kinds of national discourse subjects need to have the ability to correctly and skillfully use the national common language and play the appropriate national discourse role.
To sum up, national discourse is a form of information, national discourse ability reflects the ability to rule and deal with domestic and foreign affairs of the State Party and government. They are also important forms of their domestic and foreign policies. In addition, it reflects the national quality, it is also an important carrier of a country’s culture and civilization and embodies the soft power and future style of national country.
3. National discourse system
With the rise of economy, China has attracted the attention of the world, and the Chinese path has become an important research topic for scholars from all over the world. We need to re-examine and interpret China’s own path, culture and even civilization, and need a new discourse system. This section mainly explains the connotation and composition of the national discourse system and analyzes why and how to construct the national discourse system.
The national discourse system refers to the centralized expression system of comprehensive strength composed of Chinese political parties, government, media and citizens (Chen 2015a). And it is the media expression form of a country’s political, economic, cultural, educational, scientific and technological, academic, diplomatic and trade strength. It is a behavior system in which a country, as the discourse subject, exercises national sovereignty at home and abroad to carry out national communication. It is also a comprehensive manifestation of national consciousness, national will, national values, national pursuit, national dream on the global stage, and the carrier and important expression system of a country’s culture and civilization. In addition, it is a reinterpretation of a country’s culture and civilization at the discourse level. “China’s national discourse system” is not only the contemporary re expression of China’s national will and national value, but also the discourse expression system of Chinese culture and civilization in the global context. It is also an important practice and expression form of China’s national governance ability and global governance ability (Chen 2015a).
Why should we construct a national discourse system? This is due to the needs of academic research and China’s political, social and cultural development. After China’s economic rise, it needs to expand international discourse space and output national value, and it needs to establish a national culture banner in the world. At the same time, the world also expects China’s development to form a systematic theory of national thought, which can provide theoretical support for the development of the international community and international order. Internally, China needs to construct a theory that is not only historical inheritance, but also realistic and forward-looking. This can provide an explanation that integrates Chinese and foreign situations, thus guiding the country’s development reality and future expectations. Externally, the discourse power and discourse role China has won in the economic field need to be condensed and consolidated through national political and cultural values. The current western theory and the eastern theory are difficult to explain the reality of China. Therefore, China needs to construct a discourse system and discourse mode to explain the reality of Chinese society.
How should we construct the national discourse system? At the theoretical level, we should construct a set of Chinese theory, which includes state theory, party theory, government theory, and folk theory. These theories should be constructed from the perspective of the state and at the national level. They should not become some kind of political ideology or political theory with individuals or certain groups as the core. It is not, and should not be, political sermons, nor party dogma. It should focus on the summary of Chinese civilization and integrate the achievements of Chinese civilization in politics, economy, culture, military and other aspects, including historical, modern and current civilization achievements.
At practical level, we should construct the communication system of Chinese discourse and improve national discourse competence. Specifically, we should adopt strategies and measures as follows (Chen 2015a):
1) To establish a global Chinese context construction strategy. We should strengthen the construction of global communication environment and shape the global Chinese environment, and cultivate the audience environment of Chinese culture. We need also to build an information production and information consumption market, which takes into account the world culture, the local culture of the destination country and Chinese culture.
2) To establish the strategy of cultivating discourse subject. We should build the national main force of global communication, and integrate foreign and local communication subjects, domestic and foreign media systems, in order to build a community and a future where everyone has a stake and achieve a state of each having something of the other. At the same time, we need to cultivate the public communication team, and let the domestic and international people become the discourse subject of China’s national communication.
3) To establish the strategy of discourse production. We need to change the concept of discourse production and improve the mode and method of communication. Moreover, we should be based on the psychology of the audience in various countries and take the information demand of the audience as the goal, to produce and sell discourse information.
4) To establish the strategy of media system construction. We should establish a strategic awareness of global communication and improve China’s global discourse system. And, we should strengthen the construction of global media system, integrate the existing media resources, and reform the media operation system. Moreover, we should carry out cooperation and integration between China and the west and media convergence. In addition, we should improve international reputation, create world-class media, and improve China’s global governance ability.
To sum up, the national discourse system is an important expression system of Chinese culture and civilization, the re-expression of China’s national will in the contemporary era, and the discourse presentation of Chinese civilization in the global context. The construction of China’s national discourse system is an important strategy to construct, perfect and disseminate China’s theory, improve the national discourse ability, and also an important way to export national value. The construction of national discourse system should and has become a strategy of national governance system.
4. National communication study
With the rapid enhancement of China’s national strength, the national development model has gradually changed from commodity export and labor export to capital export, technology export, as well as the export of national culture, national value and national road. Meanwhile, it has changed from constructing a national discourse system to leading a global discourse system. Therefore, national communication is becoming more and more important. It is necessary for the construction of academic theory and the development of national practice to explore national communication and study national communication. This part mainly describes the connotation, research tasks, theoretical construction and practical basis of national communication study (Chen 2014, 2015d, 2017b).
Among the existing communication studies in China, the research fields related to national communication include national broadcasting, global communication and external communication. However, most of these studies are based on political standpoint and tend to study practical countermeasures with the purpose of providing decision-making strategies for political parties and governments. Few of them take “nation” as the subject of communication, lack of neutral and objective position, and seldom study nation communication as a kind of communication phenomenon. Therefore, we advocate that the theoretical construction of national communication science needs to abandon the utilitarian motivation of practicality and sublimate it into a theoretical production of academic thoughts.
National communication is a kind of communication behavior and phenomenon. Its main body is the nation, its content is national information, and its communication task is to realize national governance, national development and national rejuvenation. Moreover, it is the discourse presentation of the nation as the main body of communication and the global narrative of a country’s path (Chen 2017b).
National communication study is a new interdisciplinary subject which takes the phenomenon of national communication as the research object and reveals the law of national communication. The research field of national communication includes the subject, behavior, phenomenon, mechanism, system, policy, information, strategy and methods of national communication. Its research purpose is to provide theoretical reference for the construction of national media system, the formulation of communication policies, the promotion of national communication efficiency and the improvement of communication methods (Chen 2017b).
The theoretical construction of national communication includes communication system, communication concept, communication policy, communication strategy, as well as the ruling party, government, leaders, especially national communication, media communication and other important aspects. National communication can be applied not only to national communication in China, but also to national communication in the United States and other countries. it studies all national communication phenomena and their laws. In addition, national communication study should not be limited to a single train of thought, vision and perspective, but should be carried out from the interdisciplinary and multi-dimensional perspective, and it can be carried out from the adjacent multi-disciplinary background. Therefore, national communication study can absorb theories and methodologies from journalism, communication, rhetoric, discourse, linguistics, sociology, literature and so on (Chen 2017b).
National communication is based on the reality of the development of Chinese media and national strength and the development of Chinese communication. China’s media structure has changed, and the monopoly of information production and consumption has been broken. The research of media spatial pattern and its theory has entered a new stage. The new paradigm of knowledge production and dissemination is forming. And the new academic discourse system needs to be integrated and reconstructed. Moreover, the integration of technology and capital forces the reconstruction of power system. In China, party and government media, capital media and citizen media constitute the media pattern. In the world, China’s global layout faces the challenges of national value opposition, conflict and game playing. The globalization of Chinese culture and civilization needs reform. And the mode of thinking in the opposite space category, such as politics and economy, military and culture, official and folk, reality and virtual, regional and global, need to be changed and birth of new theory. In addition, it needs new theoretical support to study national communication and national narrative, as well as the layout and construction of China’s global media space. It is very necessary and urgent to study “national communication” as the subject of communication and as a category with collective consensus. It needs to integrate the research of different attributes such as Party propaganda, national communication and international communication, so as to realize the innovation of communication ontology theory. This is not only of great theoretical value, but also of far-reaching practical significance (Chen 2017b).
To sum up, national communication is not only an academic perspective, academic vision, but also an academic realm and academic atmosphere, as well as the construction, integration and integration of academic theories.
In conclusion, in recent years, Professor Chen has systematically expounded the emerging cross-disciplines such as rhetorical communication study, national discourse study and national communication study, and established the theoretical interpretation paradigm of “Chinese Path”. In rhetorical communication study, Professor Chen systematically discusses public rhetoric, national rhetoric and global rhetoric. In national discourse study, he explains national discourse and national discourse ability, national discourse system, national audiovisual discourse system, discourse presentation of national strategic security. In national communication study, he expanded the connotation, research task, theoretical construction and practical basis of national communication study. Professor Chen’s establishment of rhetorical communication study, national discourse study and national communication study is the inevitable trend of the theoretical development of the discipline.
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