| Beijing is the capital and center city of China. Beijing’s city image shaping andspreading is of quite significance to increase Beijing’s and China’s soft power. Beijingis a famous historical and cultural city, carrying the ancient material and immaterialculture, including Chinese traditional culture and Beijing folk culture. Even so, thecultural appeal has been compromised. For a long time under the influence ofideology debate and conflict, the international image of Beijing city was politicized,which is harmful to city image communication. Guided by the theory of publicdiplomacy, a good image can be established, with its political feature weakened. Therole of non-governmental subject needs to be emphasized, the media can be moreactive, and the service-oriented government’s image can be built. In this way, Beijingwill promote the non-governmental exchanges, also enhance interactive subject andobject in the process.Beijing positioned itself as a world city. Beijing image communication has beendeveloped greatly with the help of Beijing2008Olympic Games, developing towardsthe direction of public diplomacy: the number of non-governmental organization andinternational exchanges increased. During that time, the cultural influence andinternational status of Beijing has been improved.At the end of2011, Beijing put forward “Beijing spirit”, which is “patriotism,innovation, inclusion and social morals”.“Beijing spirit” is the connotation and soulof Beijing image. Examining the effect of the “Beijing spirit” spreading is of a highreference value for acknowledging the means and outcomes of Beijing city imagecommunication. As a result, the international communication of “Beijing spirit” wasaffected by traditional external propaganda. This needs to be guided by the theory ofpublic diplomacy, expanding the role of non-state actors, gradually promoting theopen of information, building a service-oriented government, in the endto get rid ofthe bondage of traditional external propaganda thoughts. |
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