A Study On Culture Dimensions Of The Voice Of National Image Based On Grounded Theory

National image can reflect the cultural connotation and historical background of a country, and also the degree of recognition from domestic citizens and foreign citizens,it is an important mark to distinct one country from others. Voice of national image is one of the manifestations of the national image, and national image is the core content of national marketing, therefore study on voice of national image is crucial to the national marketing. From the perspective of culture, we can define "national image" as the public’s impression to a country’culture, which can be measured by knowing how it be recognized and accepted by international community. Therefore, culture, especially representative culture, is the center of national image, and has a huge value to the establishment of national image. It can become the unique selling point of national marketing and increase the revenue of a country. The study on the cultural dimensions of voice of national image can provide guidance to establish good national image, and then complete the national marketing. This is the significance of the topic of this paper.In view of this, this paper is written by the perspective of cultural dimensions, applying grounded theory, taking outstanding film and television works in the United States as an example, through the analysis of the huge collection of second-hand data, such as the American film and television works and critical reviews, to sum up the cultural dimension in the American film and television works. The author put the cultural dimensions into two characteristics, namely highlighting their own personality and rooted the universal culture, thinking that the voice of national image should be the unity of personality culture and universal culture. At last, the author constructed the voice of national image one by one based on the summed dimensions, and explained the construction mechanism of the voice of national image by the relevant knowledge of psychology and marketing.The content of this paper is divided into the following several parts:Firstly, this paper giving a preliminary description of research’background and significances, research methods and possible innovations. Secondly, through reviewing related research, such as national marketing theory, national image theory, the cultural dimension theory as well as cultural dimensions of national image studies, to sum up the current domestic and foreign scholars’ study on this subject and shortage of the present studies to provides direction. Thirdly, by using grounded theory, taking American film and television works as analysis object, getting culture dimensions of the voice of national image and the characteristic of these cultural dimensions. Then, this paper expound the unity of personality culture and universal culture in construction of voice of the national image based on the summed dimension, then giving the interpretation of construction mechanism of the voice of national image based on the relevant knowledge of psychology and marketing. Finally, the author summarized the article’s conclusions and the insufficiencies, and proposed the outlook for future research.