Breaking Boundaries: Global Perspectives and Media Innovation
— An Exclusive Interview with Xin Zhang, Head of CGTN America
LAPost/New York, NY (March, 27, 2025) – At the United Nations headquarters in New York, an exceptional film screening captivated an international audience. Onscreen, the story of a defiant young protagonist overcoming personal adversity to achieve redemption and self-actualization unfolded compellingly. The animated film “Ne Zha ” profoundly resonated across cultural boundaries, demonstrating narrative power that transcends national identities. This notable cultural exchange was meticulously orchestrated by Xin Zhang, Head of CGTN America, alongside her adept media team.
Through a remarkable execution timeline—just five days or 120 intensive hours from conceptualization to realization—Zhang showcased exemplary global strategic vision and operational agility essential to contemporary international media management. Today, we have the privilege of an exclusive discussion with Xin Zhang regarding her strategic insights and professional experiences in international media and cross-cultural communication.
Q: The recent UN screening of “Ne Zha” generated significant global resonance. How do you evaluate cinema’s efficacy as a vehicle for cross-cultural dialogue?
Xin Zhang: Cinema, inherently a visual storytelling medium, possesses unparalleled capability in transcending linguistic and cultural barriers. Unlike textual forms, films instantly resonate emotionally, rapidly facilitating connections with diverse global audiences. “Ne Zha” attained broad international acclaim precisely because it addresses universal themes such as personal growth, existential struggle, and redemption—concepts universally comprehensible across disparate cultural contexts.
My extensive experience in global media highlights that successful cross-cultural communication involves not unilateral cultural dissemination but rather the identification and nurturing of shared emotional connections. We consistently emphasize that media fundamentally transmits cultural narratives, with film uniquely positioned as a compelling platform for emotional resonance and meaningful international dialogue.
Q: Given the increasingly complex international media landscape and intensified competition over narrative dominance, what strategies do you employ to effectively facilitate cross-cultural communication?
Xin Zhang: The complexities of global media extend far beyond technological innovation, encompassing intricate narrative competition and divergent value systems. Effective cross-cultural communication necessitates a profound understanding of international audiences’ narrative expectations, cultural sensibilities, and value frameworks, enabling the identification of intersectional cultural narratives.
To this end, We have strategically initiated global content production hubs emphasizing localized narrative strategies tailored specifically to regional audience psychographics and cultural preferences. We actively pursue collaboration with renowned international media outlets, scholarly institutions, and think tanks through joint productions, cultural exchanges, and research collaborations. This integrative approach ensures enduring credibility and fosters sustained engagement within global communication networks.
Q: What are the principal challenges in cross-cultural communication, and how do you strategically navigate these obstacles?
Xin Zhang: The core challenges of cross-cultural communication are deeply embedded in disparities across values, narrative conventions, and cognitive paradigms. These disparities extend beyond mere linguistic differences, manifesting in fundamentally distinct cultural logic and communication traditions. Ignoring or underestimating these differences by imposing monolithic cultural perspectives significantly diminishes communication efficacy.
To address these challenges, I consistently apply a triadic approach comprising understanding, respect, and dialogue. Only through comprehensive cultural literacy, authentic respect for diverse narrative methods, and sincere intercultural dialogue can meaningful cross-cultural exchanges occur. Our “Journey Through Civilizations” initiative, for example, successfully promoted substantive historical and contemporary intercultural dialogues, gaining substantial international acclaim.
Moreover, we rigorously develop professionals with advanced intercultural communication competencies, empowering our media teams to deeply integrate into local cultural ecosystems, thereby enhancing message accuracy, cultural relevance, and resonance.
Q: Amid rapid digital media transformation, how do you ensure your team effectively adapts and excels in this evolving landscape?
Xin Zhang: Digital transformation within the media sector represents not merely technological progression but a comprehensive recalibration of communication paradigms, content creation methodologies, and operational processes. At CGTN America, we implement a strategic “digital-first” approach, harnessing cutting-edge digital technologies to develop integrated platforms meticulously aligned with audience-centric demands.
Specifically, we prioritize digital-native content strategies for mobile and social media platforms, producing sophisticated short-videos, interactive multimedia content, and innovative narrative techniques optimized to engage younger global demographics. Simultaneously, our content consistently adheres to rigorous standards of journalistic integrity, in-depth analysis, and authoritative reporting, particularly through investigative journalism and documentary productions, enhancing our global influence and critical acclaim.
Q: As an influential female executive in international media, what professional guidance do you offer emerging talent entering this challenging and dynamic field?
Xin Zhang: The contemporary international media environment is undergoing profound structural transformations, offering unprecedented global opportunities yet imposing significant intercultural challenges. To succeed professionally, emerging media practitioners must develop sophisticated global perspectives and rigorous professional capabilities. This includes mastery of intercultural communication theories, proficiency in emerging media technologies, and acute analytical awareness of interconnected global political, economic, and societal dynamics.
Additionally, contemporary media professionals require exceptional adaptability, resilience, and responsiveness to rapidly shifting contexts and emerging global narratives. Given media’s intrinsic collaborative nature, cultivating extensive cross-sector networks involving global media counterparts, academia, think tanks, and diverse industry stakeholders is critical. These expansive collaborative platforms facilitate dynamic intellectual exchanges and constructive consensus-building.
Specifically addressing aspiring female professionals, maintaining balance between professional ambition and personal well-being remains essential for sustained creativity, innovation, and professional longevity. Ultimately, the core mission of media remains bridging intercultural divides and promoting global cooperation. By fostering openness, cultural sensitivity, and inclusive dialogue, we actively contribute to a richer, deeper, and mutually beneficial global media ecosystem.
