China proposed the Belt and Road Initiative to not only provide a new international development framework focused on enhanced cooperation between China and Eurasia, but as an alternative mode of dialogue between civilisations that differs from the existing model, which is characterised by Occidentalism and uneven global communication.

The Belt and Road Initiative aims to combine both the cultural legacy of the Silk Road and the modern wisdom of international relations in pursuit of a more equal, democratic world order. In order to tell the Belt and Road story today, internet-based media should be utilised to fulfil the communications needs of relevant countries. This will enable them to deliver customised content and services to various groups of specific audiences/users, resulting in more accurate and targeted communication.

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Hu Zhengrong
President and professor of communications at the Communication University of China (CUC), and Director of the National Centre for Communication Innovation Studies. His research areas include media policy and institutional transition, international communications, new media, and political economy of communications. He was the chair of China Communication Association (2006-2011), research fellow at Kennedy School of Government at Harvard University (2005), Leverhulme visiting professor (2006) and an Honorary Doctorate (2011) at University of Westminster. Zhengrong has published widely in both English and Chinese including the Annual Report of China’s International Communication (2014-2016), Global Media Industries (2011-2016), Thirty Years of Chinese Media: 1978-2008 (2008), and a number of refereed journal articles.
Ji Deqiang
Associate professor of communications at the National Centre for Communication Innovation Studies at the Communication University of China. He is the vice chair of the International Communication Section of International Association for Media and Communication Research (IAMCR), and the editor-in-chief of ChinaMediaResearch.cn, a leading online platform for Chinese media and communication studies. His research interests include the political economy of communication, anti-corruption communication, and international communication.