Vehicle As Media:Research On International Communication Paradigm And Path Expansion From The Perspective Of Communication Materiality

General Secretary Xi Jinping stressed in his report to the 20 th National Congress of the Communist Party of China that we should "stick to the position of Chinese culture,refine and display the spiritual symbols and cultural essence of Chinese civilization,accelerate the construction of Chinese discourse and Chinese narrative system,tell Chinese stories well,spread Chinese voices well,and present a credible,lovely and respectable image of China." Nowadays,with the promotion of the world factory,the popularization of blockchain technology and the joint construction of the Belt and Road,China is committed to building a modern manufacturing power.How to tell the story of China’s manufacturing,shape the image of China’s intelligent manufacturing and promote the mutual learning of the world’s industrial culture has become an important research topic in the field of international communication in recent years.In order to break the single subject limitation of international communication,a diversified narrative and discourse expression system is constructed,and the gaps in information exchange and dialogue between subjects are eliminated.Based on the perspective of "communication materiality" and through theoretical speculation and empirical research,this study will consider the expansion of international communication path and paradigm from the following four dimensions,taking China’s automobile export of as the entry point.First of all,from the perspective of technical translation,it explores the "car-media" technological narrative around the three dimensions of "manufacturing","quality" and "intelligent" of "China’s new energy vehicles",providing a new discourse practice path for the external communication of Chinese stories.Secondly,from the common perspective of aesthetic appreciation,it explores the aesthetic narrative of "car as medium" by focusing on the competitiveness and perceptual experience of "industrial aesthetics",so as to provide a new vision for cross-cultural communication between subjects.In addition,from the perspective of mobility,the landscape communication mechanism of the national industrial image "using cars as media" is explored around the dimensions of transnational transportation and local flow of cars,which provides a possibility for the subject to construct the dialogue among technology,aesthetics and culture to create an ecological and symbiotic picture.Finally,from the perspective of "the other",this paper systematically analyzes the acceptance,recognition,value tendency and other elements of the intelligent image constructed by Chinese cars in overseas communication,so as to test the feasibility and operability of the "thing speech",and self-examine the problems of audience habitus,geopolitics,media centralism and so on.Based on the above ideas,this paper puts the research perspective into the perspective of "communication materiality",and explores the new paradigm of international communication of "saying things" by combining literature analysis,in-depth interview,sample survey,case study and other methods.And tries to answer the question: Why can the automobile be used as a medium of international communication? How does the discourse of technology and aesthetics based on cars tell the narrative of Chinese science and technology? How does the automobile,as a medium,combine other cultures with local civilization in a technical and aesthetic way? What opportunities and possibilities does this bring to the story and embodiment of the image of China? Based on micro-observation,this paper expands the research scope of global narrative and discourse expression from the perspective of transcending media centralism,so as to provide a new path and paradigm for the interpretation of "China in the world system".