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<p>In the evolving landscape of globalization, local international communication in China is transitioning from a state-centric paradigm to a culturally interpretive role, emphasizing “soft” narratives rooted in regional cultural symbols. This study employs grounded theory to examine the strategies and challenges of local international communication, focusing on Changzhou as a case study. Through interviews with 37 stakeholders (government officials, media professionals, foreign audiences), the research identifies a tripartite model encompassing self-shaping, other’s imagination, and global expression. Key findings reveal that Changzhou’s strategies integrate cultural empowerment (e.g., intangible heritage promotion, smart manufacturing narratives), audience segmentation, and multi-actor collaboration. However, challenges persist, including content homogenization, platform algorithmic biases, and over-reliance on state media. The study highlights innovative practices such as folk diplomacy and glocalized storytelling to bridge local–global divides. It argues that effective local communication requires balancing grassroots vitality with systemic support, transcending borrowed platforms to achieve ecological autonomy. This research contributes to understanding how small and medium-sized cities navigate structural constraints while leveraging cultural capital in global communication networks.</p>

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“Locality” as a method: a study on local international communication strategies based on grounded theory

  • 期刊论文

  • 发表日期：

    2025年6月3日

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  • Yunwen Sun,
  • Jingyan Lin,
  • Ruomu Miao,
  • Wanting Xiao

摘要

In the evolving landscape of globalization, local international communication in China is transitioning from a state-centric paradigm to a culturally interpretive role, emphasizing “soft” narratives rooted in regional cultural symbols. This study employs grounded theory to examine the strategies and challenges of local international communication, focusing on Changzhou as a case study. Through interviews with 37 stakeholders (government officials, media professionals, foreign audiences), the research identifies a tripartite model encompassing self-shaping, other’s imagination, and global expression. Key findings reveal that Changzhou’s strategies integrate cultural empowerment (e.g., intangible heritage promotion, smart manufacturing narratives), audience segmentation, and multi-actor collaboration. However, challenges persist, including content homogenization, platform algorithmic biases, and over-reliance on state media. The study highlights innovative practices such as folk diplomacy and glocalized storytelling to bridge local–global divides. It argues that effective local communication requires balancing grassroots vitality with systemic support, transcending borrowed platforms to achieve ecological autonomy. This research contributes to understanding how small and medium-sized cities navigate structural constraints while leveraging cultural capital in global communication networks.