Research On Power,Interest And Construction Of The National Image

In an era of global Information dissemination, the country’s image is valuedunprecedentedly. It is arranged in the international strategic agenda by every importantcountry. Establishing a good image of the country has become the inevitable choice of acountry to settle down in the era of interdependence. However, it is no easy to establisha positive image for many countries, such as China, which has achieved rapid economicgrowth and significant development in all social aspects. China needs to deal with howto effectively maintain and construct a good image of the country. It is indeedchallenging. However, Government and academia have made significant effort. But it isundeniable that the current research is not satisfying enough in improving China’snational image. This need to be reflected on, and new ways of thinking and new ways toseek a theoretical breakthrough are also needed. This article is a try in this area.Most previous studies acknowledged that the image is a relationship of reflectingand being reflected between host and guest, and the national image is a subjectiveevaluation on a country’s objectivity. Established by essentialism, this concept ofnational image lacks of explanatory power. Constructivism theory realized that theimage of the country is neither an objective established really matter nor self-set orconstructed artifact; it is a product by the country’s long-term interactive relationshipwith other countries, and essentially a recognized identity relationship rather than thepower or other material things. National image is a relational concept, and an identitygiven by other countries during interaction of countries in their interaction practice ininternational community. The construction process of national image is divided into fourstages: international interaction generation of shared ideas→generate→mutualidentity acknowledgement established→formation of the country’s image. The imageof the country have basic properties of sustainability, structure, integrity, conflict,variability, etc..As an expression of an identity, once established, the country’s image will affectand constrain the country’s interests and behavior, thus forming a kind of internationalinfluence and regulation. This gives the national image some power properties. Thecountries, like individuals, have needs at different levels, including the survival and security needs, the needs of social interaction, and needs of being respected and theneeds of self-realization. These needs motivate formation and transformation of thecountry’s image. Power can be divided into hard power and soft power, both of whichhave the dual effect of positive and negative aspects, which depends on the essence ofhard power and soft power and the execution mode. Power used properly can enhancethe image of the country, and vice versa damage image of the country. National imagewill impact the power positively and negatively: a good image of the country enhancesstate powers, however the negative image of the country digests powers of the state.The national interest is the fundamental motivation and ultimate goal of allnational action. The interests property of the country’s image embodied in two aspects:the image of the country is both an important means to achieve national interests, and animportant part of the national interest. National image serves as an important means toachieve national interests by enhancing the political legitimacy, improving the softenvironment of the economy, and enhancing security mutual trust. The country’s imagebecome an undivisible part of the national interest because it can meet the cotries needsof being respected and self-realization. Yet national image and interests are not alwaysconsistent. In certain circumstances there may also conflict, and this conflict lead to thelimitations in construction of national image, mainly in three aspects---multi-object,conflict of interest and structural constraints.To build and enhance the image of the country, certain laws should be followedand the fundamental way is to optimize the interaction model between countries.Optimizing the interaction model need to follow the basic principles of prudent powerand enlightened self-interest. Interaction between the countries include direct contactand interaction by mass media. Optimizing direct contact pattern between countriesneed to identify the positioning of national identity, and explicitly construct the objectand get rid of the vicious interactive cycle, and pursue positive interaction mode.Countries, when using mass media to build image of the country should keep an openmedia environment, enhance the credibility of the national media and pay attention tothe limitations of international spread.