Bridging cultural divides: Orchid Awards winner David Ferguson’s take on communicating China

International communication expert David Ferguson received the “Outstanding Achievement Award” at the awarding ceremony of the inaugural Orchid Awards in Beijing on Friday for his exceptional contributions to fostering better understanding between China and the rest of the world.

Initiated by China International Communications Group (CICG) in 2022, the Orchid Awards are dedicated to celebrating individuals and organizations committed to enhancing cultural exchange between China and the global community, while also promoting mutual learning among diverse civilizations.

“The award means a lot to me,” Ferguson said. “When I look at the talent that was assembled here today, I genuinely feel that there were people whose achievements overshadowed my own, but I have an important role to play.”

“My books are not great works of literature. They’re not great academic tools. But I always tried to tell a good story, as President Xi asks us to do,” he added. “My role in the English publishing of the Governance of China is one tiny piece in a very large team, but it’s a very important piece.”

The 67-year-old, who is the honorary chief English editor at the Foreign Languages Press, has been living and working in China since 2006. He finds his life in China to be a thrilling journey, as the country’s rapid development has transformed not only its physical landscape but also deepened his comprehension of the nation.

Speaking about the challenges he encounters when communicating China to the world, Ferguson stressed the importance of China understanding fundamental cultural differences in mindset between the Chinese and, notably, Western people.

“I think the biggest challenge we face is trying to transform messages that are created, in Chinese, from a Chinese perspective, into messages that are effective in targeting a Western audience,” he said.

Ferguson’s work has played a pivotal role in elevating China’s global presence. Over the years, he has refined translations of works by Chinese leaders, including volumes I through IV of “Xi Jinping: The Governance of China,” as well as a range of government white papers and books aimed at conveying China’s perspectives to global audiences.

Analyzing the differences between China’s political discourse and that of the Western world, Ferguson believes the key lies in formality. “Chinese discourse is much more about facts and figures, while the Western one is much more about engaging with people on a human level, and that’s the thing that China needs to learn to do better,” Ferguson explained, hoping more Chinese young people can develop a deeper knowledge and understanding of how to establish human connections with foreign audiences.

Beyond his translation and editorial work, Ferguson has authored a collection of books introducing Chinese cities, delving into their historical backgrounds and modernization processes. He finds the experience of writing books rewarding, enabling him to travel extensively, meet diverse individuals, and explore various facets of China that are often inaccessible to others.

“I would see myself as someone who does bridge two very different cultures nowadays,” he said. “I think I do have a much better understanding of the Chinese mindset, the Chinese system and the strength of Chinese culture.”

The Orchid Awards, focusing on general cultural themes, serve as one of the latest platforms to implement the China-proposed Global Civilization Initiative and foster humanity’s shared values. This recognition has garnered attention from around the globe, receiving 314 individual applications and submissions from 33 organizations.

Source: China.org.cn