Study Of Cultural Soft Power And The Party's External Publicity Work

The history of human's survival and development is that of culture. With the steps of globalization, the world is symbolized by the competition of the soft power of culture. The debate between the theory of civilization conflict and the theory of civilization communion has come one and another. As a large developing country, China's rise attracted worldwide attention and caused anxiety and concern in some countries, resulting in such arguments as "China's threat "and others. How do we tell the world what China is really like has become an urgently important task. For the purpose of conducting the research on this issue, the thesis means important theoretical and practical significance.The topic on the soft power of culture and the publicity of the CPC is more of a wide-ranged issue. Both of them have their own theoretical system and scope, but bear very close and mutually reinforcing relationship. Under the conditions of globalization, The soft power of culture and the Publicity of the CPC are facing a new situation. The relationship between them is more mutual-dependence than uni-dependence. Therefore, to solve this issue, it is necessary to base on their own development and also to have a world perspective. And it is also necessary to earnestly sort out and explore their relationship from many angles and sides, locating the problems and challenges facing us. We should try our uttermost to improve China's image, gain the media discourse power and advance the dialogue among various civilizations by mutual-promotion of the soft power and the publicity of the CPC, realizing the ideal aim:"Only by cherishing one's own culture, cherishing other's culture and cherishing each other's cultures, can human share the harmony of cultures."Besides the preface and the conclusion, the thesis consists of another three parts including six chapters. The first part, also the First Chapter, provides the analysis and arguments on the theoretical system and the scope of the soft power of culture and the publicity of the CPC, as well as their relationship, putting forward some points of view on some controversial issues. This part lays a solid foundation for the thesis's logical main idea and its background. The second part, also Chapter Two, demonstrates the historical inevitability of the era of soft power competition and its main features. This part predicts the main structure, by discussing the new requirements, the new situations and problems. The third part is made up of Chapter Three, Chapter Four, Chapter Five and Chapter Six. This part tries to care of the first two chapters, focusing on the solution of the raised issues and problems, by way of bearing cultural consciousness to enhance the national image in the publicity, advocating and practicing moral standards to gain the media discourse power, promoting dialogue among civilizations to expand Chinese cultural influence, and shaping the new deployment of publicity to improve the public communication. The main ideas are as follows:Chapter One deals with the definition of the publicity of the CPC and their relations in the broad sense: the soft power of culture is built on the heritage of traditional culture, other culture s and the development of socialist culture. It exerts cohesion, competitiveness and influence on the people home and abroad in the state of material culture, spiritual culture, system culture and behavioral culture. The Publicity of the CPC refers to the activities of communication and information exchange on the domestic affairs and international affairs, based on its own cultural traditions and the understandable application of foreign victims. For the purpose of enhancing the knowledge, understanding, respect and friendship of China, enhancing China's soft power of culture, creating a favorable international environment for the socialist construction with Chinese characteristics. Relationship between the two is: culture constitutes the content of external publicity, background, soul and source. Publicity shows, displays and reshapes culture. Cultural soft power exerts its influence in publicity, and thus, publicity becomes abundantly and vividly different.Chapter Two demonstrates the historical inevitability of the era of soft power competition. By illustrating the competition in the world cultural strategy, the thesis points out the distinctive characteristics reflecting on the publicity, that is, the struggle of the media discourse power, interactive of thinking, the hidden ideological confrontation ,the selectivity of the value orientation, the supremacy of morality and the plasticity of the image, etc.. Besides, the problems and challenges coming up in the cultural competition also get thorough description.Chapter Three argues about the mutual-advanced relationship between cultural awareness and China'image, holding that only by adhering to cultural awareness, and carrying forward the Chinese culture to improve the cultural soft power and lay a solid foundation for the publicity, can the national image be enhanced in public communication.Chapter Four considers that the moral criterion is the key to the media discourse power, arguing that the moral norms reflect the cultural core values and essential value in forming the basis of the publicity. It illustrates that advocacy and practice of moral norms and core values must be recognized and supported in the international affairs, so as to occupy the moral high ground, grasp the cultural discourse, and create a favorable international atmosphere for the economic and social development of our countryChapter Five proposes that dialogue among civilizations and the cultural exchange is the drive for cultural development, owing to the understanding of the world culture diversity. In the practice of publicity, we must sum up the historical experience from the dialogue and exchange of human civilization, grasp the traits of the times and promote the idea of the long-term coexistence of different civilizations, learning from each other, seeking common ground and promoting common development. The elimination of cultural misconceptions and the harmonious development of all civilizations lie in the dialogue and communication.Chapter Six discusses how to build a new pattern of the publicity of the CPC to improve the level of external communication issues. It is emphasized that the new ideas, innovative content and methods as well as perfect institution are vital factors to the solution of the challenges. Only in that way can we improve the publicity effectively and sufficiently.