Research On Communication Strategies Of China's National Image In International Communication

National image is an important part of the national soft power,which is related to the vital interests and the future development of the country.In recent years,national image has become the focus of the government and the academic community.As international communication is the main way of shaping and communicating national image,the research on national image communication in international communication is not only of theoretical value,but also of practical value.In 2011,the International Communication prize was formally established.In the paper,all the winning entries of Chinese Journalism Award for International Communication are taken as examples to study the communication strtegies of China's national image in international communication.Quantitive analysis and qualitative analysis are used in this paper.Quantitive analysis is uesd to analyze the the current situation and level of Chinese media's international communication.Qualitative analysis is used to analyze the winning entries' overseas communication effect and Chinese national image they have constructed.On the basic of these analysis,the communication strategies of China's international image are concluded.Three conclusions are obtained through the study.First of all,in terms of media types,newspapers,TV media and broadcast media are still the main force of China's international communication,network media is in a secondary position.In terms of media level,local media lack international communication ability.The ability of international communication between national media and local media is not balanced.Secondly,the paper divide the overseas communication effect into three catagories:overseas coverage,overseas media reprint and overseas interaction.And 94%of the award-winning works has produced different degree of overseas communication effect.Winning entries construct a positive,friendly national image from six aspects:politics,economy,culture,society,diplomacy,science and technology.Finally,three main communication strategies are adopted among the winning entries.The first strategy is making good use of foreigners' perspective to achive cross-cultural communication.The second strategy is strengthening interaction and communication by convergent news.Last but not the least,making good use of culltural themes to form a consensus among nations.