Study On The Building Of National Image Under The Frame Of Agenda Building Theory

As China's neighboring country and early Capitalism country, Korea plays an important strategic role and has important economic and political influence over the Asian area.In recent years, as the"Korean Wave"prevains, the soft power and cultural influence of Korea has been promoted. In a word, as a country which shares important close geographic relationship with China, Korea also has important economic, political and cultural influence over the Asian area. So the study on the promoting of Chinese national image in Korea is necessary and important academically and practically.The government-to-government communications of the two countries are frequent and comparatively successful, but the Chinese national image holded by the Korean mass is not so positive as expected which was proved by questionnaire survey and content analysis done by this paper. According to the result of the questionnaire done around the Konkuk University district, the channels though which Koren mass know about China are deficient and Korean people have no access to change their evaluation to China which lead to the old image holded by Korean mass. And through the further content analysis of the"3.14"and"5.12"relevant reports in Chosun Ilbo which has the highest subscription rate in Korea, it was found that bigger part of the"3.14"relevant reports are nagative which is another evidence of the conclusion that the Chinese national image holded by the Korean mass is not positive, and also serves as an explaination for this phenomenon. On the other hand, most of relevant reports about"5.12"is positive which act accord with the image that built by quick, transparent news-reporting policy adopted by Chinese medias.After analyzed the reasons that caused the dull China image holded by Korean people, I suggest that within the frame of Agenda Building Theory the best way to improve the Chinese national image is public diplomacy. The concrete measures proposed in this paper include, increase the efforts to improve the Chinese mass medias; increase the effort to expand the communication with the western mass medias and use the"seceond communications"to improve the national image in Korea; increase the effort to expand the communication with NGO in Korean and take the advantage of the influence of personal communications and organizational communications; increase the effort to improve the system of spokesman, integrate the public diplomacy organizations and the cultivate the diplomatic consciousness of Chinese citizens.