Analysis Of China's External Communication Cross-cultural Strategy

Globalization brings us high technology of information and transportation. It disorganizes the boundary of cultures and the interculturai communication becomes a life style. The style is not only a personal exchange, but also cross-places, cross-faces exchange. Many traits in modern mass communication have entered to the culture, vice versa. In the 21 century, styles of cultures by mass communication has more strength powerful than military affairs and economy.As a reflection of national culture, news grow up in a certain culture and transmit a certain culture, news is representation of objective things .It represent image of a country or a nation. The true nature of communication has the character of dialogue. The communication between china and others must cross the boundary of culture and be acceptation by audience in order to create a good situation for our government policies. If we neglect the difference of cultures, the effect of communication between china and others effect will be reduce , and there will be cause the international conflict badly. Now, on the background of globalization, international communication in china ignores the culture demand of audience and culture obstacle between China and others. Our particular national culture is weakening; the image of country is shaped by mass media in west and has the tendency to bad.The international communication in china should pay attention to the audience's intersubjective and exchange the audience in certain culture. It is not only complying with the rule of communication, but also a demand of time. Therefore, communication in china is necessary to return the essence of communication, that is to say, interculturai communication and exchange should pay more attention. According the attitude of Bakhtin's theory of discourse, the reading of text is mutual result by reader and text, and not a one-side thing. Only does we realize the importance of cultural background and alter strategy to suit it, the impact should be maximized.The absence of dialogue concept on mass communication is attributed to the history and the reform of mass communication in china. We must build the third news culture, do ours best to improve the effect in foreign people.