The ‘Local Turn’ in Chinese International Communication: the Theoretical Logic, Practical Exploration and Path Optimization of Local International Communication Centers 
Hao Chong

School of Journalism and Communication, Shaanxi Normal University Xi’an Radio and Television Station, Xi’an City Shaanxi Province, 710000；

Abstract: Since 2023, there has been a considerable rise in the number of sub-national international communication centres in China which constitutes an obvious "local turn" of national discourse strategy. In this paper we take a look at theoretical background, institutions, operations problems as well as strategic directions of local ICCs. The article is built up based on Glocalization Theory,Paradiplomacy Research Studies,Strategic Narrative Studies Utilizing Comparative Institutional Method&Multi-case method. It turns out that I have come across 3 different types model structures from those 2018 province in LICCC, municipalities/Borders. These are not coordinated resources with very limited and constrained content and the position (of coordination). In the same way, there are 4 path of strategy: mandate differentiation, storytelling, talent cultivation, institutional reform for multiple levels cooperation.

Keywords: local turn; international communication centers; glocalization; Chinese paradiplomacy; strategic narrative; institutional reform

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