Chinese Media Diplomacy In The New Century

In recent years,the international competition is becoming increasingly fierce,the international discourse struggle is into the white-hot stage.In the international competition,Western countries have always attached importance to the development of media diplomacy,constantly innovating the content and form of media diplomacy,building a strong information editing and editing team and technical support talent pool,so as to take the initiative in the field of international public opinion.Europe and the United States occupy the new media technology high ground,Facebook and Twitter as the representative of the information publishing platform to lead the world trend,"Voice of America","Voice of Germany" infiltrated into the daily study of Chinese foreign language learners,traditional media also Building a new platform based on digital technology,in the new century continue to revitalize.Under the mature technology,manpower and system security,Western media diplomacy has been systemized and become their sword in the field of national public opinion.The development of international media has virtually increased the pressure of China.If China does not respond and adjust in time,it will face the dilemma of media diplomacy.Now the Chinese government is increasingly aware of the importance of media diplomacy.In the Beijing Olympic Games,the Shanghai World Expo and the Boao Forum for Asia and other large international events,the Chinese media diplomacy level has been demonstrated,and achieved good results.With the continuous improvement of China's media diplomacy,the characteristics are increasingly obvious,forming a unique competitive advantage,in shaping the national image,enhance Sino-foreign exchanges for China's international environment for peace,enhance national self-confidence and pride,etc.Great achievements.However,it is undeniable that due to history,technology,thinking and external factors,China's media diplomacy compared to Europe and the United States developed countries,there is still much room for improvement.Therefore,it is necessary to formulate a long-term strategic plan to promote the continuous improvement of the level of China's media diplomacy,improve their own group,the levelof industrialization,improve the diplomatic skills,strengthen the talent pool,innovation diplomacy,in order to overcome their own shortcomings,a strong response to Western public opinion Pressure for China's socialist modernization drive to create a good international public opinion environment,occupy the core of international discourse rights.This paper first analyzes the connotation and importance of media diplomacy,provides clear conceptual basis and detailed background explanation for the text discussion,and then enters the discourse field of Chinese media,analyzes the three aspects of Chinese media diplomacy and the five dimensions Representation,point of view,a list of China's new media diplomacy performance and characteristics.Then,from the international and domestic levels,the analysis of the new century,China's media diplomatic experience after ups and downs,the results and achievements.Nevertheless,China's media diplomacy is still inadequate and shortcomings,regulatory difficulties,their own shortcomings,Western media pressure,the state information assets such as pressure and challenges,still alert the Chinese people.In this paper,the author puts forward the multi-dimensional measures such as media industrialization and scale,improving communication skills and ability,promoting forms diversification,perfecting institutions and cultivating talents.Specifically,it mainly includes the following:The first part analyzes the connotation of media diplomacy from the international and domestic levels,and clarifies the concept of media diplomacy,points out the importance of media diplomacy in public diplomacy,and summarizes the great achievements that Western countries have made in the field of media diplomacy achievement.The second part discusses the concrete examples,manifestations and characteristics of Chinese media diplomacy in the new century.China's media diplomacy continued to advance in the new century,and the participation of the people in the country was also improving.China's media diplomacy,mainly in the form of monologue,dialogue,and cooperation,and on this basis,it shows the diversity of media diplomacy,the diversity of contents,the complexity of diplomatic form,the broadness of influence,Mutual trust and cooperation as the goal of multi-dimensional characteristics.The third part,mainly from the international and domestic levels,describes the new century,China's media diplomacy achieved results.At the international level,it is of great benefit to cultivate the image of the country and compete for the international discourse and promote the understanding of the Chinese people in the world,eliminate the "China threat theory" and enhance the cultural exchange and communication between China and the rest of the world.The development of media diplomacy,dredging the Chinese people's understanding of the world's channels,to enhance national self-confidence and pride,help China's economic development,enhance national comprehensive strength.The fourth part mainly analyzes the problems and coping strategies of Chinese media diplomacy in the new century.In the new century,China's media diplomacy still exists to be improved,with the media diplomacy to participate in the main diversification,the corresponding regulatory mechanism construction lag;the Chinese media to their own publicity to be strengthened,to create brand advantage;the face of Western media strong propaganda and penetration The pressure is difficult to make a strong response.In the diplomatic activities,it is necessary to formulate corresponding strategies,in the concept of diplomacy,to innovate thinking and promote diversified forms of diplomacy;to optimize the skills and communication skills of media diplomacy in diplomatic activities;to build media diplomacy in diplomatic mechanisms.Institutions to co-ordinate media diplomacy;and to strengthen the training and reserve of diplomats in multilingual media on diplomatic personnel.