The Construction Of Chinese Public Diplomacy:from "Cultural Transmission" To Multiple Expansion

Under the circumstance of the mature globalization and civil society development, public diplomacy, as a new form of diplomacy which is different from traditionally official diplomacy, is getting the attention of governments. All the countries hope to improve their images, influence public opinion of other countries, gain international discourse power and safeguard the interests of the state by public diplomacy. With the rise of China, China faces much international pressure of public opinion, so, the public diplomacy has become a new diplomatic means under the new situation. It has been the important research task of our country’s public diplomacy about how to construct a perfect public diplomacy system to play the role of public diplomacy.This paper argues that public diplomacy should include the communication with the foreigners, at the same time, it should include the promotion and explanation of native foreign policies to its domestic citizen, which guarantees the smooth development of public diplomacy. The connotation of public diplomacy consists of the subject of public diplomacy (native government or the non-governmental organization, social organizations and individuals led, authorized or entrusted by their own government), the object of public diplomacy(foreign citizens),the form of public diplomacy (governmental public relations, media communication and exchange of education and cultures)and the goals of public diplomacy (the maintenance of national image, the gain of international discourse right and the maintenance of national interests). The background of the rise of the public diplomacy consists of "the development of civil society" and "the challenges brought by globalization and information technology ". Specific to the development of Chinese public diplomacy the background mainly involves in a series of negative public opinions and the bad international image after the end of the cold war. And according to different backgrounds, different tasks and the different emphases, the process of Chinese public diplomacy is divided into three phases:from the founding of the new China to the end of the cultural revolution,from the reform and opening to the1990s, from the end of the cold war to now. From the perspective of the process of Chinese public diplomacy, it presents the unitary feature and preference of "cultural transmission".In addition, because of the lack of experience and professional talents, the influence of the former diplomatic philosophy and the problems of organization establishment, Chinese public diplomacy confronts the following problems:the value of public diplomacy is neglected on strategic thinking; the resources of the public diplomacy can not be completely integrated because of the discordance of diplomatic system;the methods are not in place. These problems restrict the construction of Chinese public diplomacy system and its function.To solve the problems, this paper puts forward the corresponding proposal to build the multiple public diplomacy system. First of all, the public diplomacy system should be established and coordinated to ensure the effective implementation of public diplomacy; Secondly, the "multiple" supporting powers should be integrated and make the non-governmental organizations, social organizations, enterprises and individuals play a role in public diplomacy; Thirdly, in the course of practice, we should expand the "multiple" approaches and continuous innovation; Finally, we should pay attention to the premise of the smooth implementation of the public diplomacy, which includes strengthening the domestic construction and the supporting from talents and funds. All in all, only by establishing a multiple and perfect public diplomacy system, can Chinese public diplomacy play a powerful role.