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BEIJING, Sept. 20-- As China strives to achieve its goal of national rejuvenation in a world of complex opinions, there is no doubt it faces tough challenges in promoting its culture and making the country's voices heard. On these fronts, the country's publicity, ideological and cultural departments have played a vital role in communicating the nation's vision since the 18th National Congress of the Communist Party of China (CPC) in 2017. At a conference on publicity and ideological work held in August 2013, President Xi Jinping said, "Facing uNPRecedented challenges and hardship, we must persist in consolidating mainstream ideology and opinion." Xi, also general secretary of the CPC Central Committee, stressed positive publicity that upholds unity, stability and encouragement as a key guideline for the country's publicity and ideology work. POSITIVE COMMUNICATION THROUGH PARTY LEADERSHIP Since the 18th CPC National Congress, Xi has always attached importance to all areas of communication, be it in publicity, ideology or cultural work. Xi has attended several major meetings and delivered a series of speeches on these very issues. Several guidelines have been introduced on the role of literature and the arts, socialist core values, and traditional Chinese culture, all with distinct Chinese characteristics. Authorities have stepped up efforts to promote the key messages in Xi's speeches, by sending Party representatives out to communities, schools, companies and the grassroots to communicate this national vision. | 
