The Image Construction Of Chinese And American Leaders In The New Media Environment

National leaders are citizen of the country. They represent the image of a country, but their special political status make leaders on behalf of national image more symbolic significance. In the new media environment, the flow of information makes leaders’ images more diverse and richer. The public understanding of the channels of leaders is more widely. In this case, the leaders of the various countries are paying more attention to the construction of their own image. Their images are also very concerned about them in the eyes of the public image.The research method of this paper adopts content analysis combined with the method of discourse analysis. Discourse analysis is mainly used to analyze the research leaders of their aspects of the situation in the shaping of the image; the selected materials are leaders express their own manners or dress and discourse. Content analysis is mainly based on people.com.cn and CNN official website of the leaders of the two countries have intersection incident reports. In the research, including the dissemination study theory:the theory of semiotics, the agenda setting theory.