Analysis Of The External Communication Of The China's Online Media Strategy

Chinese international communication via internet media starts from 1995. International communication, as a channel to exhibit China to the globe, is playing an increasingly important role. Comparatively speaking, websites are only a newly developed media. But as the fourth media, it is taking on great missions in foreign propaganda. Since it' s a new force, there emerge a lot of problems in its realization. As a result, it is necessary to analyze the foreign propaganda of these news websites so as to conclude some operative rules.Chinese news websites, defined as specialized foreign propaganda websites, their major tasks are to publicize information in and culture of China. They've got a global influence and, in a degree, represent China in foreign propaganda. The present paper takes China News.com as an example, and analyzes the advantages and shortages in its foreign propaganda. It focuses its attention on the NEWS FEATURE in its News Center, and put forwards some common foreign propaganda strategies for news websites.Through analysis of China News.com as a whole and some more efforts to its sections, the present paper comes to the following conclusion: China News.com is strong in its objective reporting but at the same time lacks interaction. Aiming at these problems, the present paper brings forward some basic strategies, such as strengthening training of employees in website journalism, integrating all foreign propaganda resources in China, grasping the receptive psychology of the westerners etc., in the hope that news websites in China can do a better job in international communication .