On the afternoon of November 10, the academic seminar titled Global Connections: Sino-Arab and Sino-African Communication Dialogue was successfully held in Room 501, Chengjun Building 1, at Zhejiang University’s Zijingang Campus. The event was organized by our institute and hosted by the International Communication Research Center at Zhejiang University.
Participants included Assistant Dean and Hundred Talents Program researcher Zhao Yupei, Associate Professor Zhang Hong, Hundred Talents Program researcher Zhang Yong, and Sudanese student representative Abubaker, who delivered keynote speeches on the theme of Sino-African and Sino-Arab cultural exchange and integration. Dean Mona Ngusekela Mwakalinga of the School of Journalism and Media at the University of Dar es Salaam and Professor Ahmed S.M.N. Mansoori, Head of the Department of Media and Creative Industries at the United Arab Emirates University, engaged in discussions based on the speeches. The seminar was moderated by Zhao Yupei.
Associate Professor Zhang Hong focused on the export of Chinese program formats to Africa, using the African dating show Hello Mr. Right as a case study. He provided an in-depth comparison of localized versions of the show in different African countries, analyzing its cultural adaptability and influence. Key factors contributing to its success include its cooperative creative model, localized production teams, culturally sensitive language choices, and program rules tailored to African cultural characteristics. The show also addresses themes relevant to both Chinese and African audiences, particularly during their shared process of modernization, fostering Sino-African cultural integration.
Mona Ngusekela Mwakalinga expressed strong interest in this topic, raising questions about sample representation and age restrictions, which provided new perspectives and valuable insights for Sino-African cultural collaboration. She also emphasized the need to enhance the bidirectional and diverse nature of cultural interactions between China and Africa.
Zhao Yupei introduced the global esports industry and highlighted its breakthroughs and progress in the realms of cultural diplomacy and cultural integration. In the MENA region, Saudi Arabia has used innovative methods to promote esports development. Some esports companies have adopted a strategy combining globalization and localization, focusing on cultural demands, breaking language barriers, optimizing rules for different market levels, and incorporating local cultural elements into their strategies.
Ahmed Mansoori, Head of the Department of Media and Creative Industries at the United Arab Emirates University, expressed agreement with Zhao’s views. He emphasized the immense potential of the esports industry while acknowledging the challenges it faces. He noted that Arab countries are actively working to ensure its healthy and sustainable development.
Zhang Yong shared insights into the Sino-Arab cultural exchange documentary To the Silk Road I Go, produced under the Belt and Road Initiative. Abubaker described the challenges faced by the team during their interviews and filming across China and the Arab world, showcasing the rich content of bilateral cooperation from diverse perspectives.
The documentary captures the multifaceted lives of Chinese communities in Dubai, cultural interactions behind Sino-Arab trade cooperation, and the profound impact of historical trade roots on bilateral relations. It provides vivid examples of the positive effects of the Belt and Road Initiative on cultural exchanges and serves as a valuable case study for international cultural communication research.
Mona Ngusekela Mwakalinga and Ahmed Mansoori both expressed high praise for the documentary and emphasized the desire for more opportunities for bilateral collaboration. They pledged to contribute jointly to the promotion of Sino-African and Sino-Arab cultural exchanges, supporting the creation of a more diverse and harmonious global cultural dialogue.