Keywords
Goodwill communication
International communication
Content governance
Institutional innovation
Submitted : 2026-01-05
Accepted : 2026-01-20
Published : 2026-02-04
Abstract
In today’s era of profound restructuring of the global communication landscape, China’s international communication is undergoing a systematic transformation from one-way output to multi-dimensional dialogue. Guided by the theory of “goodwill communication”, this paper explores how to achieve the affable shaping of China’s image through institutional innovation and content governance in the omni-media communication ecosystem. The research points out that building a collaborative and symbiotic communication matrix requires advancing the platform structure from “single-unit distribution” to “systematic matrix”, transforming the content mechanism from “macro narrative” to “empathic symbiosis”, and realizing precise reach and immersive communication relying on intelligent technologies. Meanwhile, the cross-border collaboration ecosystem and goodwill-based evaluation system jointly promote the transformation of international communication from institutional behavior to social common practice. Through case studies across multiple regions, this paper explains the practical paths of the omni-media communication ecosystem in integrating resources, activating subjects, and connecting emotions, providing institutional support for the global, regional, and humanized expression of Chinese stories. Ultimately, it promotes the formation of a new communication pattern of “everyone is a medium, everywhere is visible”, shaping a real, three-dimensional, and warm Chinese image on the international stage.
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