The NRTA is a ministerial-level government department under the State Council of the People’s Republic of China, responsible for overseeing radio, television, and online audio-visual services across the country.
Speaking at the opening ceremony, Mr Chang Jin, Second Grade Counsel at the International Cooperation Department of the NRTA, offered participants an overview of Chinese cultural values and governance philosophy.
“An ideal society: everything under heaven is for everybody. Governance theory: the people are the foundation of the state. Traditional unity: all lands be connected together, multiple diversities unified as one,” he said.
He continued: “Emotions on responsibility of family and country: train yourself, maintain the family, govern the country, and bring peace to all under heaven. Economic ethics: enrich the people and strengthen livelihoods, balance righteousness and benefit.”
Mr Chang also emphasised the growing influence of new media in shaping public opinion and cultural narratives.
Throughout the seminar, participants will engage in a range of sessions covering topics such as international communication and public diplomacy, emerging trends in new media platforms, content development, and intellectual property creation. Discussions will also explore the Metaverse and the future of media, as well as the evolving digital media environment.
As part of the programme, attendees will visit cultural landmarks including the Juyongguan section of the Great Wall, offering a deeper appreciation of China’s heritage and its integration with modern media practices.
The seminar aims to foster cross-cultural exchange, enhance media literacy, and equip journalists with the tools to navigate and innovate within the rapidly evolving digital landscape.
