The platform of China's national image survey is jointly developed by the Center for International Communication Studies of China Foreign Language Publishing Administration, the Charhar Institute and Millward Brown, with the aim of gauging the opinions of the international community toward China through a scientific, objective, systemic and comprehensive survey, seeking the feedbacks of foreign nationals to the international communication campaigns on China's national image, and providing targeted, comparable and viable recommendations for boosting the effect of China's international communication activities. Since 2011, the platform of China national image survey has been conducting research on China's national image on a yearly basis and all the findings of the survey have been made public.

1. Special features of the platform

2. Content of survey

Basic topics:

• Global survey of national image: China's national image, the image of the Chinese people, China's politics, economy and culture, etc.
• Survey of the overseas image of Chinese brands: visibility and acceptance of Chinese brands overseas, etc.

Optional topics:

• Hitch-hiking surveys on the hot topics of the year.
• Commissioned surveys for scientific or marketing research purposes.

3. Methodology

The survey is conducted online, using Millward Brown's global sample base and in strict compliance with international standards. According to the needs of the clients, the survey can target specific age, gender and income groups based on the demographic pattern of the countries.

4. Institution involved

Center for International Communication Studies of China Foreign Language Publishing Administration

www.chinacics.org

The Center for International Communication Studies of China Foreign Language Publishing Administration was established in 2004. It is a State-level professional think-tank specialized in the studies of international communication theories and China-related international news, with nearly 100 professional researchers and specially invited Chinese and foreign experts.

Main units: research office of communication strategy, general information research office, international media research office, translation research office, secretariat of Translators Association of China, research center for national image communication and evaluation, research center on the theory of "China threat", research center for the image of the Chinese Communist Party on international media, center for the surveillance and evaluation of China-related international news and research center for overseas publications and literatures.

Research features: The center is renowned for studies on application and recommendation purposes, and particularly competitive in the designing of global communication strategy and policy planning, assessment of international opinion, respondent survey and evaluation of communication effect. It provides professional policy advice and strategic research services for the central government, the business community, public service institutions and non-governmental organizations. Over the years, it has undertaken a number of major projects and key research programs funded by the National Social Science Foundation, including the "research on "China threat" in global media and countermeasures", the "studies on the designing of national image in international communication", the "strategic studies on enhancing the international communication capability in the new environment" and the "studies on China's national image and influence in Africa".

Core products: The center is a key member unit of the media opinion evaluation mechanism of the information and publicity departments of the central government. Based on its multilingual database of international media opinions covering over 8,000 media organizations, major think-tanks and public opinion research agencies in the world, the center produces more than 20 dynamic research products, including Publicity Studies and Guiding Information and China-related News on Overseas Media. It is also the editor of the book series "Studies of International Communication Theories and Practices" and the sponsor of several State-level professional journals such as International Communications, Internet Communication and Chinese Translators Journal.

Flagship activities:The center is the organizer of several high-end academic conferences, including the "national seminar on international communication theories", the "national workshop on translation and interpretation", the "seminar on the communication of China's political language" and the "international seminar on China dream", which have served as a platform for exchanges between the political, business and academic communities. It works with other Chinese and international professional agencies to build joint research bases and collaborative innovation centers. It publishes the "annual report of the global survey on China's national image" on a regular basis.

Charhar Institute

www.charhar.org.cn

The Charhar Institute is a non-official Chinese think-tank on foreign policy and international relations. It was founded in 2009 by Dr. Han Fangming, Vice Chairman of the CPPCC Foreign Affairs Committee. Following the principles of "forward-looking, influential and collaborative progress", it aims to become a non-official Chinese think-tank with global influence. The institute currently has a 9-member international advisory committee, 19 senior research fellows, 41 research fellows and 7 staff members.

Main research units: Research center for conflict and resolution, research center for city-to-city diplomacy and research center for peace in the Korean Peninsula.

Main service units: International advisory committee, editorial department of Public Diplomacy Journal and secretariat.

Research features: The research of the institute is focused on China's neighborhood policy and international relations. Using case studies, surveys and archives as the main research methods, it aims to provide forward-looking and innovative ideas on these topics and give a non-official voice from China in the international community.

Core products: Public Diplomacy Quarterly, Charhar News Bulletin, Charhar Report, Charhar Public Diplomacy Series, Charhar Foreign Policy and International Relations Series, etc.

Flagship activities: The Charhar Institute is the lead sponsor of the "Charhar Forum on Public Diplomacy", "International Forum on Public Diplomacy", "Charhar Roundtable" and "Charhar Dialogue", and supports the organization of several academic events such as the "national academic forum of doctoral students in international politics and international relations" and the "sub-session of Jeju Forum on international communication".

Millward Brown-ACSR

www.millwardbrown.cn

Millward Brown-ACSR is the joint venture of Millward Brown in China. Millward Brown is a leading global research agency specializing in advertising effectiveness, strategic communication, media and brand equity research. Millward Brown helps clients grow great brands through comprehensive research-based qualitative and quantitative solutions. Specialist global practices include Millward Brown Digital (a leader in digital effectiveness and intelligence), Firefly Millward Brown (our global qualitative network), a Neuroscience Practice (using neuroscience to optimize the value of traditional research techniques), and Millward Brown Optimor (a strategy consultancy helping companies maximize financial returns on brand and marketing investments). Millward Brown operates in more than 55 countries and is part of Kantar, WPP's data investment management division.

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