| National image is overall evaluation of a country’s relatively stable by the international society, and is a part of national soft power. In the international competition of globalization, the strategic position of the national image is becoming more and more evident. With the enhancing importance role in global affairs, China needs to shape the image of a responsible big country. Over the years our government has been growing awareness of the country’s image. Various forms of external communication activities have expanded. But compared with western developed countries, China’s national image-building work is not enough in place, there are still problems in practice. International misunderstanding and prejudice to China still exists, the US-led western countries, with a strong grasp of media influence, often bring negative effects to the image of our country. Therefore, understanding the actual problems faced by the national image, grasping the national image creation and dissemination of national image, and then discusses how to more fully and effectively shape the image of the country, become an important proposition.Current media of our country shaping the national image means, methods and strategies face special challenges. First of all, the language barrier, Chinese media can’t be good at telling Chinese stories and experience with the audience receptive Word style; Second, although the strength of Chinese media hardware already has a scale, but the lack of international connotation media operations can not pay attention to global hot spots, be lack of international public opinion guiding ability. Again, the Chinese media politics still shows relatively strong political overtones. Its contents are lack of affinity and appeal. Finally, the Chinese media lack the ability to effectively communicate to the world the values of the "China Dream" as the core. To sum up the reason, lack of international discourse cannot effectively explain the cause of the rise of China to the world and the motivation behind the development to the world, and more difficult to effectively promote Chinese values and development models.Case studies on the relationship between mass media and national image creation focus on communication skills while ignoring the basic theory. This can not create the "integrated spread" effect. This paper is to improve China’s international voice and values of the mass media dissemination ability, discussing how to set the agenda, the media style, and to create a big media with the world public opinion guiding ability, thus provide intellectual support for shaping better image of our country. Suggestions:(1) to improve the way of thinking and mode of transmission, and to strengthen the construction of international communications; to spread Chinese national "new image" and "sound good" by building the foreign discourse system;(2) be familiar with the audiences, know the international mainstream values and the cognitive system, gain other ethnic identity;(3) grasp the independent news editorial channels, timely track the hot issues of common concern to guide public opinion towards a favorable direction for me;(4) Initiative to set issues, track the problem of human common focus, and spread China’s core values to get more international discourse. |
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