A Study On The BBC Chinese Website On The View Of Intercultural Communication

The BBC Chinese website is a multimedia website in Chinese on the international Internet network which is updated news and current affairs in24hours constantly.It is supplement with BBC English and other languages website.It is an organic component of BBC’s multilingual, multimedia online reports.And it provide the most fresh information and the advanced cultural idea for the Chinese around the world.From the end of1999since its establishment, along the way it encountered many difficulties and development bottleneck, with slowly growing to overcome the difficulties in constantly. The BBC Chinese website just like a window, from here we can have a better understanding of western society in all aspects of the cultural, political, and economic information, and it is also a platform to help people to know the other countries.This paper uses the knowledge of intercultural communication,international communication and other relevant theoretical intellectual to analyze the establishment background, development process and present situation, characteristics and development trend, spreading process of localization strategy in China of the BBC Chinese website firstly;Based on this,further analyze the difference of report the "Two Sessions" this year with Xinhua website, and in the aspect of social function and cultural values to analyze the reasons.Finally,exploring its influence in the process of spread in China.By learning its spreading of localization strategy in China,we can get some enlightment about our propaganda media how to publicity better,riching our media environment, creating our own brand culture, improving the quality of our media.