Background on the Propaganda Work Research Branch

Established in 2017 under the umbrella of the China Higher Education Society—a national academic organization founded in 1983 with over 1,700 member institutions and 73 branches—the Propaganda Work Research Branch specializes in studying and innovating publicity and ideological strategies in higher education. The branch bridges political leadership with academic inquiry, ensuring that propaganda efforts in universities foster moral integrity, patriotism, and innovation.

Over the years, it has organized annual meetings that evolve with national priorities. For instance, the 2025 edition in Chongqing University emphasized 'Propaganda Converging for National Strength.' The 2026 Kunming event builds on this, reflecting heightened focus on 'Grand Ideological and Political Courses' (大思政课)—expansive, integrated curricula blending classroom teaching with societal practice—and digital tools like AI for enhanced outreach. The branch was recently honored as an 'Excellent Branch Institution' in 2025, highlighting its contributions to academic leadership and service efficacy.

Host Institution: Yunnan Vocational College Spotlight

Yunnan Vocational College of Water Resources and Hydropower, a specialized vocational institution, exemplified practical propaganda integration as the host.党委书记马志宇 highlighted the school's 'Yunshui' (Cloud Water) model, featuring a 'Big Propaganda' and 'Big Ideological-Political' framework. This includes the 'Six Linkages and Six Integrations' mechanism linking school-ground efforts, earning national recognition in MOE's 2025 ideological-political quality enhancement projects.

The college's water culture education system, centered on 'Supreme Goodness Like Water, Unity of Knowledge and Action' (上善若水、知行合一), instills a 'red foundation with water characteristics,' training students as 'Yundian Artisans' for ecological protection and national development. Participants toured the school history museum and 'Water-Nourished Library Garden,' witnessing how vocational colleges adapt propaganda to industry-specific contexts like hydropower and sustainability.

Keynote Speeches and Leadership Insights

CAHE Vice President Zhang Daliang set the tone, urging universities to unify political and academic attributes, domestic roots with global vision, and self-strengthening with frontline leadership. He called for replicable results to support education powerhouse construction, emphasizing storytelling about Chinese higher education internationally.

MOE Propaganda and Education Center Deputy Director Yang Chenguang stressed collaboration in policy dissemination, model promotion, content creation, hotspot management, and linkage. As the '15th Five-Year Plan' begins, he advocated AI empowerment for lightweight, engaging propaganda and building an education integrated media alliance.

MOE Department of Ideological and Political Work's Qi Chenglong focused on 'solid roots, quality enhancement, and defense fortification.' He pushed for innovative theory propagation, strong propaganda matrices, and converting online traffic into positive ideological energy, providing national models for campus ideological work.

University leaders like Southwest University of Finance and Economics' Ming Haifeng shared 'small stories for big truths,' Xi'an Jiaotong University's Cheng Jin on anniversary propaganda strategies, and Jiangnan University's Li Jiamin on public opinion responses.

Parallel Forums: Deep Dives into Core Themes

The meeting featured three parallel forums, fostering in-depth discussions:

• Grand Ideological-Political Courses and Cultural Education: Explored innovative practices, with Tianjin University of Finance and Economics' Huang Na on 'Tian Cai Si Xiang Jia' short videos for precise ideological reach, and Huazhong University of Science and Technology's Zhan Jian on space-content-mechanism fused education.
• News Propaganda: Addressed international communication, with China Daily Net's Zhong Xinyuan on shifting from 'presence' to 'visibility' via channels, forms, content, and effects; and the host college's Liu Shijian on media fusion and cultural IPs.
• Public Opinion Guidance: Tackled reputation management, with Central Propaganda Department's Zeng Tao advocating 'ecosystem thinking' over silos, and North China Electric Power University's Zhang Shuntao on balanced positive-negative strategies.

These sessions drew from real university cases, promoting cross-institutional learning on digital tools, youth engagement, and crisis response.

Announcement of Innovative Propaganda Cases

A highlight was the reveal of 28 winners from the 8th College Propaganda Work Innovation Case Collection. Selected from national submissions, these cases showcase cutting-edge practices like mechanism-driven opinion guidance at East China University of Science and Technology and discipline-culture fusion at Wuhan Textile University. Southwest University of Normal University also featured for its propaganda innovations.

Presenters Zhang Daliang and others awarded certificates, recognizing efforts that blend tradition with technology. These cases provide blueprints for universities to enhance ideological work amid digital shifts, with full lists available on CAHE platforms for replication. For details on selected methodologies, explore People's Daily Education report.

Council Meeting and Organizational Updates

The concurrent council meeting reviewed annual work, finances, and membership adjustments. Discussions included future forum hosting. Branch Vice Chair Yan Zushu reported achievements in platforms, outputs, and policy service, pledging alignment with CAHE's 'academic leadership and service enhancement' for 2026.

Post-meeting, attendees visited Southwest Associated University relics, reinforcing historical patriotism in modern propaganda.

Implications for Chinese Universities and Colleges

This meeting arrives as Chinese higher education grapples with ideological fortification amid globalization and tech disruption. Universities must integrate propaganda into curricula, leveraging AI for 'lightweight' content that resonates with Gen Z students. Vocational colleges like the host demonstrate scalable models for non-elite institutions, vital as China expands access—over 40 million undergraduates in 2025.

Emphasis on international storytelling counters negative narratives, aligning with 'Belt and Road' education initiatives. Public opinion management addresses campus incidents, ensuring stable environments. Data from MOE shows propaganda efforts boosted student ideological satisfaction to 95% in recent surveys, underscoring efficacy. See MOE's ideological work guidelines for broader stats.

Alignment with National Strategies and Future Outlook

The event dovetails with President Xi Jinping's education directives and the 'Education Strong Country' three-year action plan. Forums echoed calls for 'positive energy' online, fusing propaganda with teaching, culture, and networks. 2026 priorities include quality elevation per CAHE's three-year plan, checking 'nine have-one lack' metrics for branches.

Looking ahead, expect more AI-driven campaigns, cross-media alliances, and global outreach. Universities will prioritize 'replicable' models from awarded cases, enhancing employability through value-aligned graduates. As '15th FYP' unfolds, propaganda branches like this will guide 3,000+ institutions toward harmonious, innovative campuses.

For vocational higher ed trends, refer to CAHE's official site.

Photo by Road Ahead on Unsplash

Stakeholder Perspectives and Actionable Insights

University leaders praised the event's practicality. Ming Haifeng advocated 'emotional narratives' for ideological resonance, while Cheng Jin outlined 'grand theme, lightweight cuts' for events. Media experts like Zeng Tao urged ecosystem-wide reputation governance.

• For University Administrators: Build fused matrices—ideological courses + media + culture.
• For Propaganda Teams: Adopt AI for content; monitor hotspots proactively.
• For Faculty: Embed values in teaching; contribute to case collections.
• For Students: Engage in 'Grand Courses' for personal growth and national service.

This meeting not only disseminated strategies but galvanized commitment to propaganda as higher ed's 'soul engineer.'