Analysis Of External Publicity In Present Situation

The thesis is on the analysis of external publicity in present situation. Nowadays, with the tendency of globalization, one of the main changes is the globalization of information dissemination. People's life is drastically changed by the development of modem communication technologies and mass media. The advent of satellite television, cable television, and Internet, which is called global mass media, ends in the era of globalization. Theoretically, in the context of globalization, information dissemination has been beyond the range of time constraints and country borders. However, the intensity of the influence of mass media caused by the globalization is not equally distributed among different countries. Ideologies of United States and other western countries infiltrate into developing countries in the international communication system, which aims at achieving their hegemonies in ideological field.With the advanced communication technology, western countries create a "demonizing China" around the international community. They widely publicize the "China threat theory" in the international community that China's development will bring threat to the other countries of the world, which leads to many misunderstandings about China. In order to provide a harmonious circumstance for China's socialist construction, Chinese government put forward the great thesis—China's "Peaceful Rise". It is said that china's development will be no threat to the safety of any other country. In this case, how can we publicize the figure of China's "Peaceful Rise" better, is the most important task faced with the of the external publicity mass media.The writer also briefly reviewed the history of China's external publicity since the founding of PRC, namely, years after the founding of PRC (1949-1966), the "Cultural Revolution" period (1966~1976) and years after 1976. In this part, the writer discusses about the focus of different historical stages and its characteristics.In Chapter III, attach to the circumstance in and out of China, the writer discusses about the characteristics of external publicity in present situation. In content, the proportion of the national news and international news, and the scale of positive news and negative news is still unbalance. In form, although there are some basic features inthe external reports, such as numerous visual angles, the use of photo in news report and narrative. Maybe it is not as well as that in other countries, but it is better than before.In Chapter IV, the writer discusses the characteristics of China's external publicity, which is cross-border, cross-cultural and cross-language. As the cross-cultural identity of external publicity, it is the information dissemination that from one cultural system to another. China should be actively resist and overcome the obstacles which is caused by cultural differences. And we should against the influence of the United States and other western countries in the field of ideology infiltration. From the cross-language attributes of view, our target readers are foreigners. So we must be able to disseminate information through a foreign language to the audience. And we should vigorously engage in foreign language publicity to overcome language barriers in external communication.In the end, the writer proposes that we should reduce the "propaganda flavor", and try to create the "dissemination atmosphere" to accelerate our outreach to the international dissemination, and this is consistent with our overall approach to publicity. As director of the State Council Information Office, Zhao Qizheng said: "Chinese position, the international express". Mass media in China, especially those external publicity media, should be positive in the global communication system so as to become an important part in the system.Finally, about how to explain to the world that China's "Peaceful rise", the author gives several proposals, such as to identify the state's "soft power" to shape China's image, to be familiar with the national image-building strategies and techniques to enhance the influence of China's external communications, which is multi-level and multi-channels.