Participation Of The Mainstream Paper Media In The Diplomacy Of The UK During The 21^st Century

Suffering from WWI and WWII,the United Kingdom,as a former capitalist,the greatest colonist country and the largest creditor nation,became the biggest debtor country.What came after that was the dramatic decline of its political status of its international influence.The proud British people had to search for another way to maintain their prestige.Fortunately,the UK owned a great collection of media resources,which made a remarkable contribution to its winning of both world wars.To take a part in the diplomatic process,British media has already been entitled with a strong media power,the discourse advantage from the widely spread of the English language,British government's flexible controls on the media as well as the convenience of the diplomatic foundation as well as the cultural identity within the Commonwealth.Affected by a clear marketing positioning and diversified political preferences,the media owners' pursuit of both maximized profit and political influence,and the highly qualified and responsible media practitioners,the British media,including the mainstream paper media,would like to participate in the diplomacy of the UK.The participation approaches in the 21^st century are “setting the public agenda,and building a mediated quasi-interaction platform” “taking an advantage of the discourse to build political legitimacy” “focusing on the government performance to shape the national image” and “adjusting the reporting positions and preferences to the foreign policy”.