Study On A Country's Image In The Mass Media's Perspective

In the age of information communication globalization, the inter-state relations are undergoing essential changes. Different from traditional blatant military and economic subjugation, the seeking of the external influence becomes an important goal of a country's foreign policy and strategy. Therefore, a country's image, as a critical component of its soft power, reflects not only the country's overall strength, but also the public's awareness and evaluation of it. In addition, it depicts the country's international social status and role as well as its foreign policy and diplomatic relations. Hence the shaping and spreading of the national image is gradually treated as part of a country's foreign strategy. From the perspective of constructivism, a country's image is within the realms of its national interest. In this respect, shaping a favorable national image is protecting the country's interest.Through the mass media's perspective, the shaping and spreading of a country's image is a dynamically changing process rather than a static fait accompli. Besides, the significance of national image lies not in"how do you yourself like it?"but in"what do others think?"i.e. others'perception. Therefore, this thesis will mainly focus on the methods and skills of spreading, which is different from other researches oriented to finding out"what kind of national image to shape". As to"what kind of image to shape?"the answer is quite obvious. Thus, based on the knowledge of communication, use appropriate advocacy skills to promote China's national image building is something really worthwhile meditating.Through the perspective of diplomatic strategy, a country's image-building is essentially an issue of political communication. A sovereign country needs to demonstrate the advantages of its cultural values in both the national and international communities, and consequently attract neighboring countries'attention, create a certain kind of"public consent"so as to safeguard its national interest. As a result, we must first overcome the cognitive impediment of communication; then, through effective communications, gain approval and support in emotion and attitude from other countries. We have to be well aware that effective communication is critical to the building of national image.In the process of the image-communication study we noticed that there exist cognitive impediments. For instance, with diversed cultural backgrounds, people from different nations have different mental default, demands and motives, which may lead to"distortion"in the interpretation of national image. The noise of"demonized"China and"China Threat Theory"has been spreading across the world, which, to a great extend, is the result of cognitive impediment. Being aware of those impediments, we should next infiltrate into the"core areas"of the national image communication—its persuasiveness.First of all, the"herd instinct"of man makes it possible for mass media to manipulate public opinion and social consciousness, as is revealed by the theory of"the Communication Target and Convince Effect". Therefore, in the current situation, we must be able to skillfully guide public opinion by means of mass media. Secondly, in the perspective of target's motivation and demand, I suggest the gruadual opening-up of information to foreign media, which is important to the building of our national image. On one hand, it helps to reduce their desire to imagine; on the other hand, it helps to win international trust and popularity.While the theory of"the Communication Skills and Convince Effect"tells us: First, publicity in both positive and negative perspectives can bring an easier access to other's trust and favorable opinion; besides, proper exposure of existing problems will have an immunity effect in the long run. Second, compared with rational approaches, emotional conveying serves better to hit people's heart and fulfill the aim of communication. In addition, humor also counts in coummunication, for it reflects a person or nation's self-esteem, and attracts more concern and love from others.As to the study on national image, predecessors have made a lot of efforts and got a lot of achievements, which is the solid foundation of this thesis. Previous studies mainly focus on the content of a country's image or the using of mass media tools, however, this thesis is differently oriented. It pionts out that the essence of national image is political communication, hence the effectiveness of communication is its fundamental goal as well as the focus of the study.