Visual Rhetoric Research On China's National Image Propaganda Film(2011-2019)

Under the trend of global information sharing and increasingly close exchanges among countries,the national image has become an important part of a country's soft power,which affects and even determines a country's international influence,status and development environment to a certain extent.Actively building a good image of the country will not only help deepen the international public's recognition of China's rise,but also help to strive for a more stable and friendly external environment for the country's peaceful rise.As a means of spreading national values and ideology,the dissemination of national image has attracted more and more attention from governments and scholars.However,as a long-term and complex system engineering,national image construction should not be limited to a single dimension,but should become a holistic construction at the national strategic level.In 2011,China's national image propaganda film "China's national image propaganda film" in New York Times Square officially debuted,thus announcing the arrival of China's national public relations era.As an important tool for the dissemination of national image strategy,the national image propaganda film has also developed rapidly,and has been unanimously recognized at home and abroad.Based on this phenomenon,this paper is based on the theory of visual rhetoric,in recent years,China's national image propaganda film rhetorical research.This paper focuses on two parts: first,the rhetorical appeal of strategic communication in the context of today's domestic and foreign countries,and second,the visual rhetorical characteristics and ways of national image propaganda film under the premise of strategic rhetoric.The rhetorical appeal of strategic communication provides guidance for the visual rhetoric of the national image propaganda film,and the visual rhetoric is the methodological practice of the national image propaganda film.Since the national image propaganda film belongs to the category of strategic communication at the national level,then,in today'sdomestic and foreign context,strategic communication put forward what kind of rhetorical requirements,in this strategic rhetorical mission,the national image propaganda film visual rhetoric presents what characteristics,choose what kind of skills,How to do a good job of national image propaganda film through visual rhetoric to serve our country's strategic communication,is the focus of the ring.The author thinks that only in such logic to study the visual rhetoric of the national image propaganda film,can we accurately make suggestions for the future dissemination of china's national image,and put forward useful suggestions for the national image propaganda film to better serve the strategic communication at the national level of our country.First of all,this paper determines the rhetorical context of the national image propaganda film,and holds that the new era of China's strategic communication requirements and the international challenges of China's image under globalization greatly affect the visual rhetorical direction of the national image propaganda film.Secondly,the strategic attribute and cross-cultural communication of the comprehensive national image propaganda film,this paper puts forward that china's national image propaganda film is facing the important strategic rhetorical mission of grasping the national strategic communication norms,paying attention to the practical demands of transnational rhetoric,and constructing the strategic discourse system with Chinese characteristics.This is also the basis and premise of this study.Subsequently,under the requirement of strategic rhetorical mission,this paper focuses on the visual rhetorical characteristics and ways of national image propaganda film.Through analysis,it is found that the visual rhetoric of Our national image propaganda film under strategic rhetoric shows a certain sense of the overall situation in visual themes,rhetorical strategies and rhetorical objectives,and shows the characteristics of grasping the needs of the strategic communication stage,echoing the rhetorical guidance of "seeking common ground while keeping differences",responding to the positioning of China's image age,and in the visual symbols,narrative mode,Rhetoric three aspects of efforts to ensure cross-cultural identity and persuasion.Finally,the article jumps out of the text itself,and puts forward somesuggestions from the perspective of visual rhetoric,so as to better serve Our national strategy in the macro sense,and looks forward to contributing to the strategic communication of our country.