Media Discourse Strategy In The International Communication Under The Circumstances Of New Media

The advent of the new media era has changed the original process and structure of communication between the public sectors and the masses in the past,and has shaken the long-established dominance of traditional media in the discourse system.Besides,media convergence has already become the best choice for the media from all countries to seek continuous survival and development.As a strategic ritual in the process of media development,the media discourse strategy is also undergoing profound changes in the context of new media.The media discourse strategy is an effective means for media to convey their respective positions and ideologies when reporting,and it also plays an important role in helping countries to express their own views and interest demands and reshape their images.For a long time,many countries have made great efforts to break through theinternational public opinion field monopolized by Western countries,with the aim to change the cognitive image of events set up by Western media for the audience.In our long-standing cognition to the Western media,it is natural to classify western countries as the leading party in the international public opinion field.The others,oppositely,are the defenders that cannot deal with the powerful public opinions from the Western and are unable to get rid of the cognitive framework built by the Western media.However,in recent years,the mainstream official media of the Russian government,“Russia Today”,has emerged as a major medium to convey Russian views and has gained wide recognition by the international communication community.Behind this sudden rise,we should not only see the integration and innovation of various technical means in the context of media convergence,but also understand the effect of new media thinking on the media discourse production and narrative forms,and explore the application and development of the media discourse strategy in new media thinking.Based on above,this paper mainly analyzes the report on the “Crimean referendum”made by the Russian official media “Russia Today”.Under the perspective of the “cultural cycle”,it explores how the media discourse strategy,a cultural product of communication,integrates the meaning of culture into all aspects of the media discourse in the international communication arena,with the combination of various characteristics of discourse communication in the context of new media,which later affects the audience's cognition,attitude,and evaluation about events and finally realizes the effective dissemination of the national discourse.