Research on Chinese Universities' Communication Work for Global Southern Z-Generation Youth under the Theory of "The Bias of Communication" —A Case Study Based on Z University's Communication with Africa

Abstract

At present, the significant role of strengthening international communication efforts towards the Global South is increasingly highlighted, with communication work targeting Z-Generation youth being a top priority in promoting the construction of international communication capabilities. The rise and development of the Theory of The Bias of Communication holds certain contemporary value. In the new era, China's communication work towards the Global Southern Z-Generation youth should apply this theory critically, which is specifically manifested in facing China's modernization development strategy and the concept of a community with a shared future, emphasizing the status of communication media and the renewal of new media, and promoting the shift from media dominance to content as king. Faced with challenges such as China's international communication capacity does not match the level of its comprehensive national strength and the disadvantages of “time-biased” and “space-biased” media in a late-developing context, based on the practical experience of Z University's communication work with African Z-Generation youth, Chinese universities' international communication work for Global Southern Z-Generation youth should create a fluid channel for the transformation of time and space on the basis of balancing time and space, thereby actively responding to national strategic needs. It should undertake the mission of the times to tell Chinese stories and spread Chinese voices, and build an international communication discourse system with Chinese characteristics, becoming an important position for comprehensively improving international communication efficiency.