Study On The "Going Out" Of Chinese Publishing Industry In The View Of "Soft Power"

The competition worldwide has been fiercer than ever because of the trend of globalization.Culture plays a more essential role in world competition and has more profound impacts.Thus,the development in cultural industry has not only brought remarkable profits,but also exerted great influence on politics.Outstanding and featured culture could better boosts a nation’s economy.An appropriate and positive global culture may help improve international relations and enhance the construction of a harmonious new global order and bring benefits to all human beings.China today is an emerging house with booming economy and powerful political influence,but its cultural influence on world stage is rather limited.Compared with some developed countries,China’s cultural influence overseas is weak.Such weakness would for one thing slow down the developing pace of China’s "soft power",and the reinforcement of its international influence.For another,it would threaten ethnic cultural security.To be more concrete,developed countries like the USA,with its advancing technology and abundant resources,would combine its cultural output with politics and diplomat to infiltrate into other nations’ culture.What is more,it may bring to "cultural hegemony",which is a great threat to developing countries’culture like China,and thereby affecting China’s economic,political and social stability.This would do no good to China’s peaceful way of developmentPublishing industry is an essential composing part of cultural industry and stands as the key point for its development.To enhance the influence of Chinese culture as well as to strengthen China’s "soft power",the development of publishing industry should be given much priority and measure should be taken immediately.Since the adoption and implementation of China’s "going-out" strategy,we have grasped a great amount of achievements,the categories and amount of the cultural products like books we exported today has seen a dramatic increase,and the trade deficit in copyright business has become smaller year after year.Quite many problems and shortcomings,however,emerge at the same time,seriously affecting the further progress of going-out.Besides,the gap between Chinese publishing industry and American publishing industry is still large.We still need to take lasting efforts to catch up with or even surpass those strong figures in publishing industry.The American publishing industry ranks top in the world,on which the success of American culture output strongly depends.The success of the internationalization of American publishing industry is partly attributed to the joint efforts made by American government,industry associations and intermediary organs,partly dependent on the clear laws and regulations,partly associated with the driving forces which are mainly the result of the grouping processes of American publishing industry,as well as its emphasis In order to better promote the implementation of the China’s"going-out" strategy,we should clearly understand our own deficiencies and problems,while learning and referring to the experiences and lessons of publishing powers at the same time.This paper introduces the development of China’s publishing industry,with a comparison with the American one concerning some items;expounds the main thrust and experience of American publishing industry,for inspiring some improvements for our own;discusses the restricting factors and corresponding solutions concerning the "going-out" of China’s publishing industry in the process of globalization...