A Study On The Evaluation Index System Of Cross - Cultural Communication In China 's National Image

In today’s world of the acceleration of globalization, connections among different countries and regions become tighter than ever before. National image, as a contact identity in their relationship, has become the strategic focus of concern. For China who is with the rapid integration into the international society, national image issues are more complicated. On one hand, long history of civilization communication and complex process of mental interaction between China and foreign countries left the world having contradictory impression of Chinese history, on the other hand, rapid development of China in recent years makes recognition more difficulty. As a result, all kinds of opposing labels are posted on the Chinese body and Chinese national image is indistinct recognized. However, make clear the situation of Chinese national image is the start point of cross-cultural communication study and cross-cultural communication practice. Aiming at this problem, with multi-disciplinary theories and methods, this study construct the first and complete evaluation index system of Chinese national image in cross-culture communication. By using this scientific and convenient tool, people can measure the effect of cross-cultural communication.In this study, the author firstly determine the benchmark, principles and standpoint of forming the index system through historical and emotional ways: examine the context of academic research at the national image and clean out the process and the change of the academic value and practical significance to analyzes current research focuses on national image, find out research blind point and make positioning of research clear; by reviewing Chinese change from propaganda to cross-cultural communication and by exploring the change of discourse and thinking mode, further discusses the research orientation, perfecting the formation principle of evaluation index system.Secondly, this research sums up the basic process of the national image of cross cultural communication from the angle of information transmission. Each link in the process of spinning and its major elements can be conceptualized into hierarchy structure model of evaluation index system. At the same time, by analyzing the mechanism of each link in the process of communication effects and identifying main factors and their relationship affecting the dissemination effect and the factors, the author wants to provide principles reasonable and complete index setting should abide by.Finally, according to evaluation index system formation principle and criterion and basic links in national image of cross-cultural communication,establish the basic hierarchical structure model; then according to each link of the effect factors, set the index layer by layer, and by using hierarchy analysis process method to calculate the weights and finally form evaluation index system of China image in cross-cultural communication composed of 4 levels,59 bottom measure index after consistency test.