The Media Contact And China's National Image Cognition Of Kenyan College Students

In the era of information globalization,the dissemination of national image has become an important game means among countries in the competition of international influence.As China's strategic partner in the international community,Africa is an important stage for China to create a good national image and enhance its international influence.However,by virtue of colonial history and strong economic and technological advantages,Western countries have already established the discourse hegemony of international communication in Africa.In order to break the communication hegemony of Western media,since the 1950 s,China's official media and communication technology companies have entered the African market to layout and dissemination,hoping to create a good environment for the dissemination of China's international image.The purpose of this paper is to explore the situation of Chinese media on non-communication and the role and significance of media contact behavior of African audiences in their understanding of China's national image.Questionnaire survey was used in this study,and takes university students in Nairobi,Kenya,as subjects.From January to February 2018,420 questionnaires were randomly distributed to four universities in Nairobi,355 valid questionnaires were collected and entered into SPSS for data analysis.Through the data,we can understand the current situation of media use,the characteristics and evaluation of contacting Chinese media and the recognition of China's national image about Kenyan College students.And we investigated the correlation between media contact and African audience's Cognition of China's National Image.The research finds that the media contact behavior of Kenyan college students has certain influence on their perception of China's image.Influenced by differences in knowledge acquisition,college students who prefer to read news and have higher knowledge level have more positive perception of China.Because of the effect of media agenda setting,college students who know China from Chinese source channel have a more positive perception of China,college students who have been exposed to Chinese media have a higher evaluation of China's political issues,college students who prefer to use western media have a more negative perception of China's political impression.Influenced by the halo effect and the primary effect of impression formation,the higher the audience's evaluation of China's media,the more positive the audience's perception of Chinese image is.The data show that Chinese media in Africa have a positive impact on African audience's perception of China.The author also finds that Kenyan college students are conflicted when they are exposed to Chinese media.They hope to get more information from multiple perspectives through the Chinese media and expect that the Chinese media will play a constructive role in actively reporting on Africa.However,influenced by the cultural centrifuge caused by the differences in cultural values,they question the positive reporting methods of the Chinese media and worry about the independence and credibility of the Chinese media,and pointed out that Chinese media have many problems in non-communication,such as language barrier,less localized content,and small dissemination scope.In order to optimize the effect of Chinese media on non-communication,the author proposes six optimization strategies from the three dimensions of communication form,content and influence to enhance the communication ability of Chinese media,and then guide African audiences to actively recognize the image of China.