1. Chapter 49. Unidirectional Communication Section 11. Communication System The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication 1

2. Outline Introduction Forms Usage Challenges Road ahead 2 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication The State Administration of Press, Publication, Radio, Film and Television

3. Introduction Four-type classification scheme of Chinese communication: unidirectional, bidirectional, open circle, and closed circle. Unidirectional communication: any communication in which a sender conveys information, but there is no easy way for the receivers to share their own information, with either the sender or other receivers. 3 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication

4. Forms Traditional media, e.g., newspapers, magazines, books, television, and radio. Some online and mobile communication forms. All of these communication formats in China are considered to be governmental tools for communicating to the masses. 4 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication

5. Forms Print Media: Newspapers still have a large readership in China. Newspapers are either comprehensive (41.61%) or specialized (58.39%). Newspapers are distributed either nationally (11.61%) or locally. Magazine and books It is very difficult to publish a new magazine, but very easy to publish a book. 5 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication A news stall in Shanghai

6. Forms Television is the most significant traditional media for Chinese to maintain contact with society and the outside world. Radio is gradually fading as a communication medium. 6 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication The CCTV Spring Festival Gala

7. Forms Many traditional media outlets in China now have a presence on the internet, even on mobile platforms. E.g., people.com.cm New online media outlets also have emerged. E.g., sina.com.cn Video websites also are very popular. E.g., Youku.com 7 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication

8. Usage Mostly used to convey news and entertainment content. ⁻Network News Broadcast on CCTV can be regarded as the exemplary national news program in China, reflecting official governmental positions on a wide range of issues. 8 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication

9. Usage Two of the most popular entertainment program types in China are reality shows and historical sitcoms. ⁻Reality shows often relate to topics most Chinese people care about these days. If You Are the One, a large dating show open to the public and produced by Jiangsu sat-TV. On the show, 24 female guests get to know a male guest through three rounds (“feel first,” “then assess,” “now decide”) and indicate their decisions by turning a light on or off. 9 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication

10. Usage ⁻Historical sitcoms typically highlight contemporary issues in the context of a particular historical event/person/period. The 76-episode series The Legend of Concubine Zhen Huan follows the complex relationships among the members of Emperor Yong Zheng’s harem during the Qing Dynasty. ⁻In addition, Chinese viewers enjoy South Korean and American television programs. E.g., The good wife, The big bang 10 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication

11. Challenges 1.Perceived and/or real information bias ⁻Several explicit laws and regulations control the establishment of unidirectional media outlets and the publication of specific content in China; ⁻The publishers of unidirectional communications often self-censor their content. 11 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication

12. Challenges 2.Online competition ⁻modern Chinese citizens are more likely to seek information online 3. Competition from open and closed circle communications ⁻e.g., Weibo, WeChat. 12 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication

13. Road ahead We do not see unidirectional communication changing substantially in the future. Current forms will persist, we suspect their relevance will further decrease in the lives of ordinary Chinese citizens. 13 The Chinese Way, Ding and Xu, 2014 Chapter 49. Unidirectional Communication