China’s foreign propaganda chief outlines external communication priorities

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This article was first published in today’s People’s Daily. Cai Mingzhao, director of the Foreign Propaganda Office (or State Council Information Office) discusses the future priorities in public diplomacy work in the light of Xi Jinping’s recent speech at the National Propaganda and Ideology Work Conference. Interestingly, it mentions soft power only once. Rather, the tone of the article is – in a welcome development – much more moderate than other documents that have come out of Beijing. The core of the argument is that China must develop its own conceptual vocabulary to be able to better set the terms of the international debate, rather than being forced to discuss itself in a discourse that is not its own. Also, there is an increased emphasis on engagement with foreign audiences, their thoughts, habits and concerns. In particular, Cai flags up the idea of indigenization of Chinese media enterprises operating abroad, a model that has been developed to a substantial degree with CCTV Africa, as indicated in this article co-written by my colleague Iginio GagliardonePerhaps a shift away from the old, “sit up and listen” model of public diplomacy?

Tell China’s Story Well, Spread China’s Voice Well

– Deeply study and implement the spirit of Comrade Xi Jinping’s important speech at the National Propaganda and Ideology Work Conference

At the National Propaganda and Ideology Work Conference, Comrade Xi Jinping pointed out that we must meticulously do foreign propaganda work well, innovate foreign propaganda methods, strive to forge new concepts, new categories and new formulations the circulate in China and abroad, tell China’s story well and spread China’s voice well. Comrade Xi Jinping’s important discussion of foreign propaganda work implies a series of new thoughts, new viewpoints and new requirements, and has an extremely important significance for our further grasping the direction, objectives, important asks and basic guidelines for foreign propaganda, and to do foreign propaganda work well with a spirit of innovation under new circumstances. We must absolutely make studying and implementing of the spirit of Comrade Xi Jinping’s important speech into a major political task, unite thoughts and actions around the spirit of the Centre, and realistically take on the important duty of telling China’s story and spreading China’s voice.

Deepening foreign propaganda about the Chinese Dream, tell China’s story with the Chinese Dream in the lead

Realizing the Chinese Dream of the great rejuvenation of the Chinese nation is the most magnificent and brilliant story of present-day China. At present, 1.3 billion Chinese people are inspired by the Chinese Dream, and are pursuing and realizing dreams through their own industry and labour. How Chinese people thing and act, in which direction China will develop or what the future will look like, are all reflected in the Chinese people’s story of pursuing and realizing dreams. To tell China’s story well, we must deepen foreign propaganda of the Chinese Dream, and completely, accurately and vividly tell the Chinese Dream well, according to the requirements of Comrade Xi Jinping’s speech at the National Propaganda and Ideology Work Conference. The first revolves around the fact that the Chinese Dream is the essence of the dreams for national wealth and power, rejuvenation of the nation and the happiness of the people, making clear that the Chinese Dream reflects a close relationship between history, the present and the future, and is a plain dream and beautiful aspiration that the Chinese people seek diligently, that it has clear Chinese characteristics, the style of the nation and a cultural content. The second revolves around the fact that the essential property of the Chinese Dream is that it is the people’s dream, making clear that the Chinese Dream reflects the organic integration of the dreams of the country, the dreams of the nation and the dreams of the individual, that it must rely on the people for its realization, and brings incessant happiness to the people. The third is revolving around the reality that China still is the largest developing country in the world, making clear that China’s development faces quite a few difficulties and challenges, and that arduous efforts must be made to realize the Chinese Dream. The fourth revolves around persisting in the policy of marching a peaceful development path, making clear that the Chinese Dream is an open, inclusive, cooperative and win-win dream, that it is closely linked with the dreams of all countries, and that realizing the Chinese Dream not only benefits the Chinese people, but also benefits the people of the world.

To tell China’s story well, we must elucidate Chinese characteristics well. We must make clear the difference in historical traditions, accumulated culture and basic national countries between all countries and nations, and that their development paths have their own characteristics. We must make clear that the development process of the civilization of the Chinese nation over five thousand years has created a wide-ranging and profound Chinese culture, that China’s culture accumulates the most profound spiritual pursuits of the Chinese nation and contains the most fundamental spiritual genes of the Chinese nation, and represents the unique spiritual symbols of the Chinese nations. We must make clear that China’s excellent traditional culture is the prominent superiority of the Chinese nation, and is an important spiritual support for the Chinese nature’s continuous self-renewal, unity and advance, and is our most profound cultural soft power. We must make clear that Socialism with Chinese characteristics is rooted in the soil of Chinese culture, reflects the desires of the Chinese people and is suited to the demands for development and progress of China and the times. We must make clear that our unique cultural traditions, unique historical destiny and unique basic national conditions have decided that China inevitably must march a development path suited to its own characteristics.

To tell China’s story well, we must present China’s real situation and future direction well. Following China’s rapid development, international society pays increasing attention to the question of “where China comes from, and where it will go”, to tell China’s story well, we must answer this question, dispel doubts and confusion, and ensure that the international society completely, objectively and rationally treats and understands China. We must make clear China’s development progress, present the huge gains that have been achieved in China’s economic and social development since reform and opening up as well as the profound changes that have taken place in the spiritual attitude of the Chinese people, deeply elucidate the path, orbit and factors of China’s development progress, use facts to indicate the propriety and rationality of China’s political system, economic policy and arrangements for the people’s livelihoods. We must make clear the challenges that China’s development faces and our measures to vanquish those challenges, use facts to explain that doing modernization construction in a large developing country with 1.3 billion people like China, brings many difficulties and complex contradictions in a way that is unprecedented and never seen in the world, China has the confidence and the ability to overcome the difficulties and contradictions in its development process, maintain sustained and healthy economic development and promote social progress. We must make clear the future development direction of China, discuss that China will persist in putting economic construction at the centre, continue to move reform and opening up forward, and strive to realize the “Two Centuries” struggle objective, explain that China will persist in peaceful development, open development and common development, develop itself through striving for a peaceful international development, and will use its own development to safeguard and stimulate global peace. Through these discussions, international society’s understanding of China will be enhanced, international society’s expectations of Chinese development will be stabilized, and misgivings or misjudgements will be reduced.

Strengthen the construction of international dissemination capacity to spread China’s voice well

To disseminate China’s voice well, we must strengthen the construction of international dissemination capacity

To strengthen the construction of international dissemination capacity, we must forge first-rate international media. Media are the principle force of international dissemination and expanding the strength of media is the basic link in raising international dissemination capacity. China is a large media country, but it is not a strong media country, it lacks first-rate media that have a relatively large influence internationally. To change this sort of situation of being large but not strong, we need to conduct resource integration, and change quantitative superiorities into qualitative superiorities. At present, the media sector is digitizing and becoming networked, this is a good opportunity to realize a leapfrogging-style upgrade of dissemination capacity. We must persist in the simultaneous development of traditional media and new media, accelerate the integrated development of traditional media and new media, fully utilize new technologies and new applications, innovate media dissemination methods, and gain the initiative in a new round of dissemination capacity competition. We must persist in equally stressing software and hardware, and put software development in a more prominent position, strive to gain new breakthroughs in optimizing network adoption, enriching information content, perfecting business systems, improving dissemination technology, fostering talents and other such areas, foster a batch of excellent columns and programmes that have international celebrity, incessantly raise the original creation levels, first broadcasting levels and landing rates of news and information. We must pay attention to the events that take place in the world, objectively, comprehensively and truthfully report these events well, merge Chinese value concepts into media reporting, provide a Chinese angle to observe international society and international affairs to the outside world, and guide them to correctly understand China’s positions and standpoints concerning relevant issues.

To strengthen the construction of international dissemination capacity, we must innovate “marching out” methods. In the complex and intense international information competition, Chinese media want to gain the initiative and capture decisive occasions, and so it is necessary to accelerate the pace of “marching out”, and vigorously enter the international communication system. Practice demonstrates that moving overseas media indigenization forward is an effective channel for strengthening the construction of international dissemination strength. First, move topic planning, production, marketing, distribution and other such segments into target countries and regions, progressively realize the indigenization of organs, the indigenization of personnel and the indigenization of content, orient dissemination products and dissemination targets even more precisely, provide products and services that conform to the demands of foreign audiences, and shape “indigenized” expressions of the Chinese voice. We must guide and support domestic media to determine the focus countries and regions for “marching out” well, plan concrete rules and concrete programmes well, and broadly launch cooperation with all sorts of foreign media in areas such as exchanging contributions, producing programmes, journalists’ exchange visits, technological support, new media application, etc.

To strengthen the construction of international dissemination capacity, we must have the joint participation of the entire society. International dissemination capacity is a systematic project and requires strengthening top-level design, optimizing resource allocation, integrating forces form all sides, and shaping the larger structure to do international dissemination well jointly. We must expand policy support strength, stimulate the vitality of market mechanisms, foster a batch of cultural enterprises having international competitiveness, and guide them to integrate enterprise business activities with displaying the country’s image. We must support a batch of think tanks and non-governmental organization with an international orientation, encourage and support them in launching international exchange and cooperation, send out China’s voice at even more international occasions, and have an even bigger effect in international dissemination. Local foreign propaganda is an important component part of international dissemination, and special attention must be paid to giving rein to the superiority of border provinces and regions, integrate and comprehensively plan national-level international dissemination capacity construction and border regions’ foreign propaganda work, use relevant local work mechanisms and branding programmes well, and shape integrated effects.

Strengthen discourse system construction, strive to forge new concepts, new categories and new formulations that circulate in China and abroad

To tell China’s story well, and spread China’s voice well, foreign discourse system construction is extremely important. Whether or not China’s story can be told well, and whether or not China’s voice can be disseminated well, crucially requires us to look at whether or not audiences are willing to listen and able understand, whether or not they can form positive interaction with us, and engender even more resonance. Comrade Xi Jinping pointed out that we must strive to forge new concepts, new categories and new formulations that circulate in China and abroad. This has pointed out a clear direction for us to strengthen foreign discourse system construction.

To forge new concepts, new categories and new formulations that circulate in China and abroad, we must strive to grasp the key of circulation in China and abroad well. Circulation in china and abroad means that the concepts, categories and formulations that we disseminate must conform to China’s national circumstances and have clear Chinese characteristics; and must also link up with foreign customary discourse structures and forms of expression, so it is easy for international society to understand and accept them. Forging such concepts, categories and formulations is a major innovation in our country’s foreign dissemination work, it benefits the spreading of China’s voice, benefits better communication and exchange between China and the world, and benefits international society’s objective and rational understanding of China. To this end, we must one the one hand persist in and carry forward Chinese culture, this spiritual pursuit, spiritual genome and spiritual symbol of the Chinese nation, fully reflect our own value concepts, real situation, positions and standpoints in foreign dissemination with the Chinese core value system as support; on the other hand, we must, with  an open and inclusive attitude of “appreciating the beauty of others, and working together to create beauty”, vigorously reflect China’s understanding, consideration and shouldering of the common fate of humanity and of global affairs, respect more common discourse points and common interests between China and the outside world, and stick closer to foreign audiences’ thinking habits and language habits. At the same time, we must liberate thoughts, broaden visions, let the sea accept a hundred rivers, be tolerant and open-minded, vigorously study and learn from foreign beneficial civilizational achievements, and incessantly enrich our concepts, categories and formulations, to ensure that the Chinese and foreign discourse systems interact and communicate better.

To forge new concepts, categories and formulations that circulate in China and abroad, we must expend great efforts on the word “new”. Revolving around new circumstances and new changes enables us to adapt concepts, categories and formulations for foreign dissemination to even better adapt to the developments and changes in domestic and foreign circumstances, and serve the larger work picture of the Party and the country even better. First, there is introducing, elucidating and disseminating the new concepts, new achievements and new experiences of the new Central leading collective in governing the country well, make them into the focus point of constructing the foreign discourse system, and form integrated and accurate expression and elucidation methods. We must especially elucidate well the near measures for the Chinese Dream, reform and opening up, the new ways of thinking in economic reform, and the new ideas for foreign exchange. Second, there  is putting forward new concepts and new formulations aimed at a number of major China-related issues that the outside world pays attention to, and correctly reflecting the development progress of China in these areas. Our country’s democracy, human rights, news management, ethnic, religious, judicial structural and other such problems have received attention from the outside world for a long time, and there is no lack of misunderstandings and prejudice. We must, on the basis of our country’s reality, summarize and put forward new concepts and new formulations, explain our national circumstances well, elucidate our standpoints well, present our progress well, and guide the international world to objectively and fairly understand and treat these issues. Third, there is revolving around major issues of common concern to international society, putting forward China’s viewpoint and China’s position. At present, climate change, financial security, global governance, network security and other such topics are increasingly becoming the common concern of all countries in the world, to resolve these problems well, it is necessary that the international society exerts great efforts together. China is a responsible country, and must put forward its standpoint and indicate its positions on these issues, broadly launch dialogue and cooperation with the international world, and make great contributions to promoting the resolution of these problems.

To forge new concepts, new categories and new formulations that circulate in China and abroad, we must have scientific support and theoretical breakthroughs. We must promote foreign communication workers and philosophy and social science workers to deeply research major theoretical and real issues, deeply research the attention that international society pays to China, deeply research the communication and exchange methods between different cultures, strive for some breakthroughs in a number major issues in the construction of the foreign discourse system, and build a discourse system that has Chinese characteristics and a Chinese air, and is able to launch effective dialogue with international society as well.

At present, China is even more closely linked together with the world, the world needs to understand China better, and China also needs to understand the world better. We must deeply implement the spirit of Comrade Xi Jinping’s important speech, be diligent and pragmatic, pioneering and innovative, we must shape a work structure in which the entire society jointly narrates China’s story and jointly spreads China’s voice, enhance mutual understanding and comprehension between China and the world, and provide a good international public opinion environment for the comprehensive construction of a moderately prosperous society and realizing the Chinese Dream of the great rejuvenation of the Chinese nation.

(The author is a Vice-Director of the Central Propaganda Department and the Director of the Central Foreign Propaganda Office [also known as the State Council Information Office])

讲好中国故事 传播好中国声音

——深入学习贯彻习近平同志在全国宣传思想工作会议上的重要讲话精神
蔡名照
习近平同志在全国宣传思想工作会议上指出,要精心做好对外宣传工作,创新对外宣传方式,着力打造融通中外的新概念新范畴新表述,讲好中国故事,传播好中国声音。习近平同志关于对外宣传工作的重要论述,蕴含着一系列新思想、新观点、新要求,对于我们进一步把握对外宣传的方向目标、重要任务和基本遵循,以改革创新精神做好新形势下的对外宣传工作,具有十分重要的指导意义。我们一定要把深入学习贯彻习近平同志重要讲话精神作为重大政治任务,把思想和行动统一到中央精神上来,切实担负起讲好中国故事、传播好中国声音的重要职责。

深化中国梦对外宣传,以中国梦为引领讲好中国故事

实现中华民族伟大复兴的中国梦,是当代中国最宏大、最精彩的故事。当前,13亿多中国人在中国梦感召下,正在以自己辛勤的劳动追求和实现梦想。中国人怎么想、怎么做,中国向何处发展、未来前景怎么样,都体现在中国人民追逐梦想、实现梦想的故事之中。讲好中国故事,要按照习近平同志在全国宣传思想工作会议上的讲话要求,深化中国梦的对外宣传,全面准确生动地讲好中国梦。一是围绕中国梦是国家富强、民族振兴、人民幸福之梦这个本质,讲清楚中国梦体现了历史、现实、未来的紧密联系,是中华民族孜孜以求的质朴梦想和美好愿景,具有鲜明的中国特色、民族风格、文化底蕴。二是围绕中国梦是人民的梦这一根本属性,讲清楚中国梦体现了国家梦、民族梦、个人梦的有机统一,要依靠人民来实现,不断为人民造福。三是围绕中国仍然是世界上最大的发展中国家这个实际,讲清楚中国发展仍面临不少困难和挑战,实现中国梦需要付出艰苦努力。四是围绕坚持走和平发展道路这个方针,讲清楚中国梦是开放、包容、合作、共赢的梦,与各国梦息息相通,实现中国梦不仅造福中国人民,而且造福世界人民。

讲好中国故事,要阐释好中国特色。要讲清楚每个国家和民族的历史传统、文化积淀、基本国情不同,其发展道路必然有自己的特色。讲清楚中华民族在五千多年的文明发展进程中创造了博大精深的中华文化,中华文化积淀着中华民族最深沉的精神追求,包含着中华民族最根本的精神基因,代表着中华民族独特的精神标识。讲清楚中华优秀传统文化是中华民族的突出优势,是中华民族自强不息、团结奋进的重要精神支撑,是我们最深厚的文化软实力。讲清楚中国特色社会主义植根于中华文化沃土、反映中国人民意愿、适应中国和时代发展进步要求。讲清楚独特的文化传统、独特的历史命运、独特的基本国情,决定了中国必然要走适合自己特点的发展道路。

讲好中国故事,要介绍好中国的现实情形和未来走向。随着中国的快速发展,国际社会越来越关注中国“从何处来、向何处去”的问题,讲好中国故事,就要回答这个问题,解疑释惑,使国际社会全面、客观、理性地看待和认识中国。要讲清楚中国的发展进步,介绍改革开放以来中国经济社会发展取得的巨大成就以及中国人民精神面貌发生的深刻变化,深入阐释中国发展进步的路径、轨迹和原因,用事实说明中国政治制度、经济政策、民生安排的正当性、合理性。讲清楚中国发展面临的挑战和我们战胜挑战的措施,用事实说明在中国这样一个拥有13亿多人口的发展中大国搞现代化建设,其困难之多、矛盾之复杂前所未有、世所罕见,中国有信心、有能力克服发展进程中的困难和矛盾,保持经济持续健康发展,推动社会进步。讲清楚中国的未来发展走向,介绍中国坚持以经济建设为中心、继续推进改革开放、努力实现“两个一百年”奋斗目标,说明中国坚持和平发展、开放发展、共同发展,通过争取和平的国际环境发展自己,又以自身发展维护和促进世界和平。通过这些介绍,增进国际社会对中国的了解,稳定国际社会对中国发展的预期,减少疑虑和误判。

加强国际传播能力建设,传播好中国声音

传播好中国声音,需要加强国际传播能力建设。

加强国际传播能力建设,需要打造国际一流媒体。媒体是国际传播的主力军,壮大媒体力量是提高国际传播能力的基础环节。中国是一个媒体大国,但还不是一个媒体强国,缺少在国际上有较大影响力的一流媒体。改变这种大而不强的状态,需要进行资源整合,变数量优势为质量优势。当前,传媒业正在向数字化、网络化转型,这是实现传播能力跨越式提升的良好机遇。要坚持传统媒体与新兴媒体并举,加快传统媒体与新兴媒体融合发展,以报纸、通讯社、电台、电视台等传统媒体为依托,大力开发和运用数字化、网络化技术,把传统媒体的内容优势和新兴媒体的传播优势有机结合起来,充分运用新技术新应用,创新媒体传播方式,在新一轮传播能力竞争中赢得主动。要坚持软件硬件并重,把软件建设放在更加突出的位置,着力在优化采编网络、丰富信息内容、完善营销体系、改进传播技术和吸引培养人才等方面取得新的突破,打造一批具有国际知名度的精品栏目和节目,不断提高新闻信息原创率、首发率、落地率。要关注世界上发生的事情,客观、全面、真实地报道好这些事情,把中国价值理念融入媒体的报道之中,为国外受众提供观察国际社会、国际事务的中国视角,引导他们准确理解中国在有关问题上的立场主张。

加强国际传播能力建设,需要创新“走出去”方式。在复杂激烈的国际信息竞争中,中国媒体想赢得主动、占领先机,就要加快“走出去”步伐,积极融入国际传播体系。实践证明,推进媒体在海外本土化发展,是加强国际传播能力建设的有效途径。把选题策划、生产制作、营销发行等环节前移到对象国家和地区,逐步实现机构本土化、人员本土化、内容本土化,更加精准地定位传播产品和传播对象,提供符合国外受众需求的产品和服务,形成中国声音的“本土化”表达。要引导和支持国内媒体确定好“走出去”的重点国家和地区,规划好具体办法和具体项目,与国外各类媒体在稿件交换、节目制作、记者互访、技术支持、新媒体运用等方面广泛开展合作。

加强国际传播能力建设,需要全社会共同参与。国际传播能力建设是一项系统工程,要加强顶层设计,优化资源配置,整合各方力量,形成共同做好国际传播的大格局。要加大政策扶持力度,激发市场机制的活力,培育一批具有国际竞争力的文化企业,引导它们把企业经营活动与展示国家形象结合起来。要扶持一批面向国际的智库和非政府组织,鼓励和支持它们开展国际交流合作,在更多国际场合发出中国声音,在国际传播中发挥更大作用。地方对外传播是国际传播的重要组成部分,要特别注意发挥边疆省区地缘优势,把国家层面的国际传播能力建设与边疆省区的对外传播工作结合统筹起来,把有关地方的工作机制、品牌项目利用好,形成整体效应。

加强话语体系建设,着力打造融通中外的新概念新范畴新表述

讲好中国故事,传播好中国声音,对外话语体系建设十分重要。中国故事能不能讲好,中国声音能不能传播好,关键要看受众是否愿意听、听得懂,能否与我们形成良性互动,产生更多共鸣。习近平同志提出,要着力打造融通中外的新概念新范畴新表述。这为我们加强对外话语体系建设指明了方向。

打造融通中外的新概念新范畴新表述,要着力抓好融通中外这个关键。融通中外,就是我们传播的概念范畴表述既要符合中国国情,有鲜明的中国特色;又要与国外习惯的话语体系、表述方式相对接,易于为国际社会所理解和接受。打造这样的概念范畴表述,是我国对外传播工作的重大创新,有利于中国声音传播出去,有利于中国与世界更好地沟通和交流,有利于国际社会客观、理性地认识中国。为此,一方面要坚持和发扬中华文化这一中华民族的精神追求、精神基因和精神标识,以中国核心价值观为支撑,在对外传播中充分体现我们自己的价值理念、实际情况和立场主张;另一方面要以“美人之美、美美与共”的开放包容姿态,积极反映中国对人类共同命运和全球事务的认识、思考和担当,多反映中国与外部世界的话语共同点、利益交汇点,多贴近外国受众的思维习惯和语言习惯。同时,要解放思想、拓宽视野、海纳百川、兼收并蓄,积极学习借鉴国外有益的文明成果,不断丰富我们的概念范畴表述,使中外话语体系更好地相融相通。

打造融通中外的新概念新范畴新表述,要在“新”字上下功夫。围绕新形势、新变化,使我们对外传播的概念范畴表述更好地适应国内外形势的发展变化,更有效地服务党和国家的工作大局。一是把新一届中央领导集体治国理政的新理念新成就新经验介绍好、阐释好、传播好,将其作为对外话语体系建设的重点,形成完整的、准确的表达和阐述方式。特别是要阐释好中国梦和改革开放的新举措、经济发展的新思路、对外交往的新理念等。二是针对外界关注的一些涉华重要问题提出新的概念、新的表述,准确反映中国在这些方面的发展进步。我国的民主人权、新闻管理、民族宗教、司法体制等问题长期受到外界关注,其中不乏误解和偏见。要根据我国的实践,概括和提出新的概念、新的表述,把我们的国情说明好,把我们的主张阐释好,把我们的进步介绍好,引导国际社会客观、公正地认识和看待这些问题。三是围绕国际社会普遍关注的重大问题提出中国观点、表明中国立场。当前,气候变化、金融安全、全球治理、网络安全等越来越成为世界各国共同关注的话题,解决好这些问题需要国际社会共同努力。中国作为一个负责任的国家,要在这些问题上提出主张、表明立场,与国际社会广泛开展对话和合作,为推动解决这些问题作出更大贡献。

打造融通中外的新概念新范畴新表述,要有学理支撑、理论突破。要推动对外传播工作者和哲学社会科学工作者深入研究重大理论和实际问题,深入研究国际社会对中国的关注,深入研究不同文化之间的沟通交流方式,争取在一些重大问题的对外话语体系建设上有所突破,在更广泛领域构建起既有中国特色、中国气派,又能与国际社会开展有效对话的话语体系。

当今中国已经与世界更加紧密地联系在一起,世界需要更好地了解中国,中国也需要更好地了解世界。我们要深入贯彻落实习近平同志重要讲话精神,勤奋务实,开拓创新,形成全社会共同讲述中国故事、共同传播中国声音的工作格局,增进中国与世界的相互了解和理解,为全面建成小康社会、实现中华民族伟大复兴中国梦营造良好的国际舆论环境。

(作者为中宣部副部长、中央对外宣传办公室主任)

One thought on “China’s foreign propaganda chief outlines external communication priorities

    southseaconversations said:
    October 17, 2013 at 10:23 am

    Thanks for your great work, and just one small suggestion – consider “advantage” rather than “superiority” for “优势”

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