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Robertson School director delivers keynote at Shanghai forum

Jul 26, 2018

Posted in: News

By Marcus Messner, Ph.D., Associate Director

Dr. Hong Cheng, director of the Robertson School, recently spoke about the nation branding of China at the second annual China’s Image and Global Communication Forum in Shanghai. Cheng delivered a keynote speech, “Nation branding: Building China’s image in the global village strategically” at the forum.

Dr. Hong Cheng delivered a keynote speech at the second annual China’s Image and Global Communication Forum in Shanghai.


Hosted by Shanghai International Studies University, more than 200 communication scholars, practitioners and graduate students from China, the United States, Australia and Spain, as well as a number of Chinese research institutes, media outlets and think tanks, attended the two-day event in late June. Other keynote speakers included Zhou Shuchun, the editor-in-chief of English-language newspaper China Daily, and Professor Wayne Wanta from the University Florida. Cheng also served as a discussant for a research panel during the forum.

The second annual China’s Image and Global Communication Forum was held in Shanghai.


Calling a nation’s brand “the most important one for any country,” Cheng addressed how nation branding could be integrated with public diplomacy to enhance China’s image globally and cited success stories and failures from some other countries in the world.

“After four decades’ rapid economic growth, China is paying increasing attention to its image in the world,” Cheng said. “With its confusing and often misperceived image on the world stage today, the United States also has urgent needs for nation branding,” he added.

“This kind of large-scale and long-term need from different countries call for contributions from communication researchers and practitioners, among others,” Cheng said.

Please also read articles from the Global Times and China Daily about the forum.