China’s New Development Communication: Paradigm Shift and Practical Implications for the Global South
For decades, global development communication has been dominated by Western-centric theoretical frameworks that fail to adapt to the complex historical, cultural and socioeconomic contexts of the Global South. Against this backdrop, neo-developmentalism has emerged as a compelling alternative ideology. Taking China’s long-standing communication practices as the research subject, this paper systematically interprets the theoretical origins, operational logic and practical applications of New Development Communication (NDC) under the guidance of neo-developmentalism. Compared with the modernization, critical cultural imperialism and participatory communication paradigms prevalent in the West, China’s NDC represents a fundamental paradigm shift. It pursues multi-dimensional holistic development, adheres to the philosophy of constructive journalism, and relies on the synergy of state governance, market dynamics and grassroots participation. This paper elaborates NDC’s extensive implementation across governance, economy, ethnic cohesion, ecological civilization and targeted poverty alleviation. It further verifies NDC’s value in reshaping the global communication landscape. This study concludes that China’s NDC serves as a referable model for media reform in Latin America and other Global South regions, and facilitates the construction of indigenous knowledge systems in the field of development communication.