驻利比里亚大使任义生关于“国家形象和软实力外交”的演讲
Presentation by Chinese Ambassador to Liberia H.E. Ren Yisheng at the Aspiring Diplomats Intellect Enrichment Forum on International State Branding and Soft Power Diplomacy
2023年1月6日
6 January 2023
利比里亚驻卡塔尔使馆代办希拉先生，
外交发展倡议协调员麦沃先生，
女士们、先生们，
Ambassador Ali Sylla, Head of Mission, Embassy of Liberia in Qatar,
Mr. Flomo Mao Maiwo, Founder and Coordinator of Diplomatic Development Initiative (DipDev Init.),
Ladies and gentlemen,
大家上午好。新年刚过，借此机会祝大家在新的一年里事业顺遂、身体健康。今天，应“外交发展倡议”的邀请，我就“国家的国际形象和软实力外交”介绍有关情况并同大家交换看法。
Good morning. At the outset, I wish you a happy and prosperous New Year. I want to thank the Diplomatic Development Initiative for inviting me back and share with you some views and practices on the issue of “International State Branding and Soft Power Diplomacy”. I have four points to make, namely international state branding, soft power diplomacy, case study on China’s public diplomacy, and some reflections on Liberia’s state branding and soft power diplomacy.
一、国家的国际形象
First, on international state branding
国家形象的塑造与传播是国家发展战略的重要组成部分，良好的国家形象是国家软实力的核心组成部分，是提升国家国际竞争力的推动力。良好的国家形象意味着更高的可信度、更强的接纳性和更广阔的国际合作与发展空间。
The shaping and dissemination of the international state image is an important part of the national development strategy. A good national image is the core component of the country’s soft power and the driving force to enhance the country’s international competitiveness. A good international state image means higher credibility, greater acceptability and wider space for international cooperation and development.
国家的国际形象一般包括：投资环境、文化传统、公民形象、产品质量等。对于一个国家而言，其国际形象的建立与完善大致需要遵循以下几个步骤：
The international image of a country usually includes: investment environment, cultural tradition, citizen cultivation, product quality, etc. For a State, the establishment and improvement of its international image generally need to follow the following steps:
1. 国家形象的定位
One, positioning of national image
形象定位是国家形象塑造的首要步骤，它主要解决两个问题：国家发展的远景，国家将以什么样的精神面貌出现在全球或地区舞台。
Image positioning is the first step in shaping a country’s image. It mainly addresses two issues: the vision of national development and the mental outlook of the country in which it will appear on the global or regional stage.
2. 改善国家的基础条件和客观面貌
Two, improve the country’s basic condition and objective outlook
国家的形象是以本身固有的“形态、面貌”等为依据形成的，所以塑造良好国家形象的前提和基础，是要改善国家的基础条件和客观面貌，包括提高经济发展水平，提升社会民生福祉，保护生态环境等等。
International state image is formed on the basis of its own inherent “shape and appearance”. The premise and basis for shaping a good international state image is to improve the basic conditions and objective appearance of the country, including improving the level of economic development, improving people’s social well-being, protecting the ecological environment, etc.
3. 多维度协同塑造
Three, make multi-dimensional collaborative shaping
（1）国家形象标识：通过最简练的文字、图案与核心口号，直观地将国家的核心价值观体现出来（如国旗、国歌、国徽）。
A. International state image logos: they should reflect the core values of the country through the most concise words, patterns and core slogans. (e.g. national flags, national anthems, national emblems)
（2）国情介绍：一个国家如何向海外人民介绍自身的国情，直接映射出这个国家的国际形象。发布在国家官方网站上的国情介绍，应当囊括各种基础信息，并加大反映该国当代社会与文化的题材，策划更多外国受众感兴趣的话题，同时要注意信息表述的方式要符合国际规范。
B. Introduction to national conditions: the way to introduce a country’s national conditions to overseas people directly reflects the international image of the country. The national situation introduction published on the official website should include all kinds of basic information, increase the theme reflecting the contemporary society and culture of the country, plan more topics of interest to foreign audiences, and pay attention to the way of information expression in line with international norms.
（3）政府形象：政府形象是国家形象的一个重要组成部分，尤其是在重大公共危机和大型国际活动开展的过程中，政府的表现和举措直接影响人们对政府的看法。国家领导人特别是国家元首（如曼德拉和非洲第一位女性总统瑟利夫）、政府新闻发言人以及驻外使领馆的工作人员等也是国家形象重要的代言人。
C. Government image: The government image is an important part of the state image, especially in the process of major public crises and large-scale international activities, the performance and actions of the government directly affect people’s views on the government. State leaders, especially the heads of state (e.g. President Mandela and the first female president of Africa Madame Sirleaf), government spokesmen and staff of embassies and consulates abroad are also important spokesmen of the state image.
（4）企业形象：在全球各国经贸联系日益紧密的今天，一国的重要企业及其产品的形象也会影响到该国的国家形象，这具体包括企业的效率、信用、承诺、服务、产品质量、员工形象、职业道德、社会责任以及公共舆论等。
D. Enterprises image: The image of a country’s important enterprises and their products will also affect the country’s national image, which specifically includes the efficiency, credibility, commitment, service, product quality, employee image, professional ethics, social responsibility and public opinion of the enterprise.
（5）城市形象：城市是国家的重要组成部分之一。城市形象包括市容市貌和投资环境两方面，美化市容市貌以吸引更多国际游客，优化投资环境以吸引更多国际投资者，让他们给城市带来更大的经济价值。同时，通过他们口头传播，帮助城市提升国际知名度，从而进一步改善国家形象。
E. City image: A city is one of the important components of a country. It is also an important means to build a state image by building a good reputation for the city image. The city image includes the city appearance and investment environment, beautifying the city appearance to attract more international tourists, optimizing the investment environment to attract more international investors. At the same time, through their oral communication, the city will be helped to enhance its international popularity, so as to further improve its national image.
（6）历史文化形象：历史文化遗产也是国家形象的基本元素和主要标志之一。要深刻认识到历史遗产的价值，才能通过保护和传承，把丰厚的历史文化遗产资源转化为国家影响力和软实力。
F. Historical and cultural image: historical and cultural heritage is also one of the basic elements and main symbols of the national image. It’s important to recognize the value of historical heritages (e.g. the Great Wall of China, the Centennial Pavilion of Liberia), and through protection and inheritance, transform the rich historical and cultural heritage resources into state influence and soft power.
（7）国民素质：高素质的国民是国家发展的强大动力，国家形象的好坏根本取决于国民素质的好坏。一个国民素质良好的国家，受到世人的尊敬，国家形象的指数会不断上升。
G. Population’s cultivation: high-quality citizens are a powerful driving force for national development, and the quality of a country’s image fundamentally depends on its population’s cultivation.
二、软实力外交
Second, on soft power diplomacy
（一）什么是软实力
One, on soft power
软实力是由美国著名学者约瑟夫·奈在20世纪80年代末首次明确提出的。硬实力是指支配性实力，是指一国的经济力量、军事力量和科技力量；通俗的说硬实力是指看得见、摸得着的物质力量。软实力是一种依靠吸引力，而非通过威逼或利诱的手段来达到目标的能力。后来，又有多位学者有对软实力这一概念进行补充和完善，认为它不仅指制度力量与文化力量，还应包括国际认同、话语实践以及外交艺术。当一个国家的政策被外界视为合理时，其软实力也会相应增强。一个国家的文化、观念、发展模式、国际制度（一国在国际社会中的行为与互动）、国际形象等方面共同构成了软实力的核心要素。其中文化、理念、发展模式构成软实力的内在成分，国家形象构成软实力的外在成分，而国际制度联结并跨越两者，成为国家展示和建构软实力的主渠道。
Soft power was first explicitly proposed by the American scholar Joseph Nye in the late 1980s. Hard power refers to the dominant power, which includes a country’s economic, military, and scientific and technological strength. Generally speaking, hard power refers to the material power that is visible. Soft power is the ability to achieve goals by means of attraction rather than coercion or inducement. Later, other scholars have supplemented and improved the concept of soft power, believing that it should not only refer to institutional power and cultural power, but also include international recognition, discourse practice and diplomatic art. When a country’s policies are considered reasonable by the outside world, its soft power will also increase accordingly. A country’s culture, concept, development model, international institutions (a country’s behavior and interaction in the international community), international state image and other aspects together constitute the core elements of soft power.
硬实力和软实力并不是孤立存在的两个概念，两者紧密联系，相互作用、相互增强。软实力既具有一定的独立性又有一定的依附性，它必须以硬实力为其础，并往往借助硬实力发挥作用，但它又能独立直接地发挥力量，并且对硬实力产生巨大的推进或者阻碍作用。因此，软实力与硬实力要同时建设，绝不可顾此失彼。
Hard power and soft power are not two concepts that exist in isolation. They are closely interrelated, interact and strengthen each other. Soft power has a certain degree of independence and dependence. It must be based on hard power and often plays a role with the help of hard power, but it can also play a direct and independent role in promoting or hindering hard power. Therefore, soft power and hard power should be built together, and neither should be neglected.
今天，随着世界政治文明与国际政治文化的进步，软实力与硬实力相比在国际地位中的影响越来越重要，这是因为国际政治的社会性越来越强的缘故。对于小国而言，软实力也是非常重要的。一个小国虽然硬实力可能很小，其软实力可能很大。比如梵蒂冈，它的经济规模虽然很小，也没有太强的军事力量，却对全世界的亿万人口和众多社会产生了巨大精神影响。
Today, compared with hard power, soft power has become more and more important over a country’s international status with the progress of world political civilization and international political culture, which is due to the increasingly strong social nature of international politics.
For smaller countries, soft power is also very important. Although the hard power of a smaller country may not be significant, its soft power can be strong.
（二）如何开展软实力外交？
Two, how to conduct soft power diplomacy?
完成国家的国际形象塑造后,我们需要使用多媒介的传播方式和开展多元化的传播活动将信息分层次地传递到目标受众中去，这就是软实力外交。
After completing the process of state image building, we should use multi-media dissemination methods and carry out diversified dissemination activities to transmit message to the target audience at different levels.
（1）传统媒体传播：即通过图书、报纸和电视广告等传统方式来宣传国家形象。
A. Traditional media dissemination: that is, through books, newspapers, TV ads and other traditional ways to promote the international state image.
（2）新媒体传播：包括互联网，帖子、照片、短视频等形式，还有国家形象网站的建设。相比于传统媒体，新媒体传播具有内容生动、传播迅速、受众多元等巨大优势，可以为国家形象的传播提供重要帮助。
B. Social media dissemination: including the Internet, posts, photos, short videos and other forms, as well as the construction of national image websites. Compared with traditional media, social media dissemination has greater advantages such as vivid content, rapid communication and multi-polarized audiences.
（3）国际体育赛事与国际活动营销：国际体育赛事与重要国际活动的举办总是全世界媒体报道的中心和民众关注的焦点，要争取和利用这个宝贵的机会，影响世界舆论，积极塑造自身的国家形象（如卡塔尔世界杯、北京举办双奥）。
C. International sports events and other mega events marketing: The holding of international sports events and other important international events is always the center of worldwide media coverage and the focus of public attention. We should seize the precious opportunity to influence world public opinion and actively shape state image (e.g. World Cup held in Qatar. Beijing Summer and Winter Olympics)
（4）口碑营销：即社会公众间的人际传播，是人与人之间面对面诉说的交流形式，他不仅能让信息在人群中自发、主动向外界扩散，而且容易让人相信和接受。国家的口碑是公众关于这个国家的所有讲述，它与一国的对外开放程度密切相关。
D. Word of mouth marketing: It is a form of face-to-face communication between people. It not only allows information to spread spontaneously and actively to the outside world, but also makes people believe and accept it more easily.
（5）公共外交：公共外交是指一国政府通过文化交流、信息项目等形式，了解、获悉情况并影响国外公众的外交方式。开展公共外交的目的是提升本国的形象和国际影响力，改善外国公众对本国的态度，加强理解与互信，避免误解与误判，旨在创造有利于本国的国际环境，影响外国政府对本国的政策，进而实现国家利益的最大化。公共外交在国际交往场合无处不在，其主体既可以是官方机构，也可以是非官方机构或者是有影响力的公众人物（如中国外交部举办省区市全球推介活动）。
E. Public diplomacy: Public diplomacy refers to a diplomatic way in which a government understands, learns about and influences the foreign public through cultural exchanges, information projects and other forms. The purpose of public diplomacy is to enhance the image of the country and her international influence, improve the attitude of foreign public towards the country, strengthen understanding and mutual trust, avoid misunderstanding and miscalculation, and create an international environment conducive to the country, affect foreign governments’ policies towards the country, and thus maximize national interests. Public diplomacy is ubiquitous in international exchanges. Its subject can be either an official institution or a non-governmental organization or an influential public figure.
三、四个自信——国家软实力的中国式表达
Third, the Four Matters of Confidence – An expression of national soft power with Chinese characteristics
中国有5000年的悠久历史和灿烂的文化，是世界上最大的发展中国家、世界第二大经济体、联合国安理会五个常任理事国之一。中国的文化如语言、文字、书法、烹饪、功夫，中国四大发明（造纸术、指南针、活字印刷术、火药）、中医中药、茶叶、丝绸等影响了世界很多国家，还有中国的长城、兵马俑、熊猫等，这些都是中国的亮丽名片和形象。
With a 5,000 year long history and splendid culture, China is the world’s largest developing country, the world’s second largest economy, and one of the five permanent members of the UN Security Council. Chinese culture such as the Four Great Inventions (papermaking, compass, movable type printing, gunpowder), its language, writing, calligraphy, cuisine, traditional Chinese medicine, tea, silk, kungfu, etc. have greatly impacted the world. These together with China’s Great Wall, the Terracotta Warriors, pandas, etc. form China’s shinning name-cards and images.
在中国的传统文化中，同样有与软实力这一概念相似的思想。比如孔子曾提出“以德服人”，孙子曾提出“不战而屈人之兵”，都强调用一种柔软的但有具有吸引力和说服力的力量来达到自己的目的。
In Chinese traditional culture, there are also ideas similar to the concept of soft power. For example, Confucius once suggested to “win people by virtue”, and Sun Tzu, a great strategist, once proposed to “subdue the enemy without fighting”, both emphasizing the use of a soft but attractive and persuasive force to achieve their goals.
1949年新中国成立后，中国成功地开展了一系列体现软实力的公共外交工作。如中美建交前1971年期间两国乒乓球队互访，以“小球推动大球”。中国将熊猫作为国礼赠送外国或租借外国进行科研，熊猫成为中国与受赠国或承租国人民之间的感情纽带。近年来，在世界各地设立的孔子学院，为更多外国人不用走出国门就可以了解、学习中国文化提供了便利。
After the founding of the People’s Republic of China in 1949, China has successfully carried out a series of public diplomacy that reflected soft power. For example, in 1971 before the establishment of diplomatic relations between China and the United States, the table tennis teams of the two countries exchanged visits to “push rolling the bigger globe with a small table-tennis ball”. China presents pandas to foreign countries as state gifts or leases them for scientific research. Pandas have become a strong bond between the peoples of China and the recipient or lessee countries. In recent years, Confucius Institutes set up around the world have provided convenience for more foreigners to understand and learn Chinese culture such as the language, calligraphy, kungfu, cuisine, without going abroad.
近年来，中国的高科技、电子商务、高速公路、高铁、机场、港口、北京和上海等大都市、新农村建设、“一带一路”倡议、中非合作论坛等既代表了中国的发展成就，也就是硬实力，也代表了中国影响全球的软实力。
In recent years, China’s high-tech, e-commerce, expressways, high-speed railways, airports, ports, metropolises such as Beijing and Shanghai, new rural construction, the “Belt and Road” initiative, and the Forum on China-Africa Cooperation (FOCAC), etc. represent both China’s development achievements, that is hard power, and China’s soft power to impact the world.
在全球化深入发展的今天，作为在全世界具有自己鲜明特色的东方大国，中国共产党和中国政府对国家形象建设和软实力外交也有着自己的思考与表达，这种思考与表达就是“四个自信”。
As a major oriental country with its own distinctive characteristics amid the deep globalization of the world, the Communist Party of China (CPC) and the Chinese government also have their own thoughts and expressions on national image building and soft power diplomacy, which are “The Four Matters of Confidence”.
四个自信即中国特色社会主义道路自信、理论自信、制度自信、文化自信，由习近平总书记在庆祝中国共产党成立95周年大会上提出，并在党的二十大报告中重申。道路自信是对发展方向和未来命运的自信。理论自信是对马克思主义理论特别是中国特色社会主义理论体系的科学性、真理性的自信。制度自信是对中国特色社会主义制度具有制度优势的自信。文化自信是对中国特色社会主义文化先进性的自信。
The Four Matters of Confidence refers to the confidence in the path, theory, system and culture, which was proposed by President Xi Jinping in 2016 and reiterated in the report of the 20th National Conference of the CPC in October 2022.
（英文不全）
中国之所以能够取得巨大的发展成就，为世界提供重要的可资借鉴的“中国经验”，是因为我们有中国特色社会主义经济基础的强大硬实力，也有中国特色社会主义“四个自信”的强大的软实力。
It is under the guidance of the “Four Confidence” that Chinese officials, scholars, media and even individuals have sufficient confidence to showcase our style, share our experience and win more recognition in front of the world people.
近年来，中国近年来不断加大软实力或公共外交工作力度。我们以前奉行多做少说的低调风格，现在意识到既要做，也要说。因为你不说别人不一定知道，更不要说国际上有人利用虚假信息故意误导公众，甚至抹黑中国。中国传媒集团在海外设立了大量的电视和广播分站，孔子学院在世界各地传播中国文化。我们成立了“中国公共外交协会”，会长由外交部前部领导担任。还成立有“中国公共关系协会”，会员由前政府官员、前高级外交官、专家学者组成。很多高校专门设立有公共外交中心或课程。鼓励在海外的中国企业和个人积极履行社会责任、培养开展公共外交意识。
In recent years, China has continuously increased its efforts in public diplomacy. We used to follow a low-key style of doing more and saying less, but now we have come to realize that we should say or tell as much as we do. Because if you don’t say, others don’t necessarily know, let alone that some people in the world use disinformation or fake news to intentionally mislead the public or even smear China such as on issues related with Xinjiang and Hong Kong. China Media Group has set up a lot of overseas TV and radio stations. We have established the “China Public Diplomacy Association” and the “China Public Relations Association”, both of which are composed of former government officials, former diplomats, experts and scholars and entrepreneurs, etc. Many Chinese colleges and universities have set up public diplomacy centers or courses. The Chinese-funded enterprises and overseas citizens are also advised to be conscious of fulfilling their social responsibilities and carrying out public diplomacy.
随着中国快速发展的硬实力的提升，中国在国际上的影响力或软实力也在上升。分别有100多个国家和国际组织参加“一带一路”国际合作或支持习近平主席提出的全球发展倡议，中非合作论坛成为发展中国家友好务实共赢合作的亮丽名片。在很多国家，吃中餐、学汉语、练中国功夫成为时尚，很多国家将中国新年定为法定假日，将中文列入中小学课程。
With the rapid development of China’s hard power and our public diplomacy efforts, China’s international influence or soft power is also rising. In many countries, eating Chinese food, learning Chinese and practicing Chinese kungfu have become fashionable. Many countries have designated the Chinese New Year as an official holiday and included Chinese in the curriculum of primary and secondary schools.
四、对利比里亚国际形象建设和软实力提升的思考
Four, some thoughts on Liberia’s international state branding and her soft power diplomacy
利比里亚作为国际社会的一份子，有其自身的国情的特点，对利比里亚国家形象建设和软实力提升，我愿以一个外国人的身份谈谈自己的看法。利比里亚是非洲大陆历史最悠久的共和国，自然条件优越，矿产资源丰富，农业、林业、渔业、旅游业发展潜力巨大。在1989年爆发内战前，利比里亚是西非地区大米重要产区，也是次区域教育、医疗、旅游的圣地。战后，利致力于维护和平稳定，努力恢复战前在本地区的定位，同时面临着基础设施被严重破坏、发展优势和潜力未能充分发挥、公共服务不足、青年人的教育和培训滞后等挑战。
Liberia is one of the first republics on the African continent. The country has superior natural conditions, rich mineral resources, and huge development potential in agriculture, forestry, fishery and tourism, etc. Before the civil conflict broke out in 1989, Liberia was an important rice producing country in West Africa and a favorite destination for education, medical care and tourism in the subregion. After the conflict, Liberia has been committed to maintaining peace and stability and trying to restore its pre-conflict position in the subregion. At the same time, Liberia faces such challenges as severely damaged infrastructure, inadequate exploration of development potential, insufficient public services, and lagging education and training of young people.
因此，对利比里亚来说，要提升国家的国际形象，首要任务是维护长期和平稳定，实现民族和解团结。这是实现繁荣发展，提升国家国际形象的重要前提和保障。其次，加快基础设施的建设和完善，包括道路、电力、通信，大力发展农业，实现主粮自给，积极发展教育、职业培训、医疗卫生、旅游。第三，积极重视国家国际形象的宣传和公共外交工作，大力培养公共外交人才，积极开展相关国际合作。
Therefore, the primary task for Liberia to enhance its international state image is to maintain long-term peace and stability and achieve national reconciliation and unity. This is an important prerequisite and guarantee for achieving prosperity and development and enhancing the country’s international image. Secondly, accelerate the construction and improvement of infrastructure, especially roads, electricity and telecommunications, vigorously develop agriculture to realize self-sufficiency of staple food, and actively develop education, vocational training, health care and tourism. Third, attach importance to the publicity of the country’s international image and public diplomacy, cultivate public diplomacy talents, and carry out relevant international cooperation.
每个国民都是国家的一张独一无二的名片。在座的各位是利比里亚的个体公民，也是国家形象的代表。如果你们的一言一行为塑造利比里亚的良好国家形象贡献力量，就是为提升国家软实力贡献了力量。
Every citizen is a unique name-card of the country. All of you present here are both common individuals as well as representatives of Liberia. If your words and deeds can contribute to shaping Liberia’s favorable state image, then you have also contributed to enhancing the country’s soft power.
之后，如果你们成为了某个政府或私营机构的领导，比如说一个政府部门的部长或局长，一个企业的首席运营官，或者一个非政府组织的负责人，那么你们在做好业务工作的同时，也需要注意树立形象公关意识。
Later, if you become senior officials or leaders of private institutions, such as a minister or director in the government, a CEO of an enterprise, or a chairman of a NGO, you should attach importance to building up the awareness of the institution images and public relations while ensuring excellent performance of the work or business.
如果你们中一些人能够成为这个国家的领导人，那么你们就可以站在更高层次来思考这个问题。首先，一定要让自己的国家取得实打实的建设和发展成果，着力提高人民的生活水平，这是一切的基础。然后，要对国家形象的建设和软实力的提高做好明确的研究与规划，要善于发掘利比里亚特色文化中的价值，要用更加有吸引力的方式向全世界推广。
If some of you become leaders of this country, you may think about this issue at an even higher level. First of all, you should make your country achieve tangible construction and development results and strive to improve the people’s well-being, which is the basis of everything. Then, you should make clear research and planning on international state branding and soft power diplomacy, be good at exploring the value of Liberia’s unique culture, and promote it to the world in a more magnetizing approach.
相信在政府和公众的共同努力下，利比里亚的硬实力和软实力一定都能得到提高。中方及驻利比里亚使馆愿意在此方面加强与利方的交流与合作。
We believe that, with the concerted efforts of the government and the society as a whole, the hard and soft power of Liberia will be gradually enhanced. The Chinese side including our embassy near Monrovia is ready to carry out exchanges and cooperation with Liberia in this regard.
最后，我衷心祝愿在新的一年里中利两国的友好合作事业更上一层楼，两国人民的友谊更加牢固。
Finally, I sincerely wish that the cause of the brotherly friendship and win-win cooperation between China and Liberia will reach a higher level in the new year.
谢谢大家。
Thank you.