Analysis The International Spread Of Chinese Local English Media "Shanghai Daily"

As overall national strength growing, China’s international status and internationalreputation continues to improve, making issues about international spread of the localpropaganda media are also increasingly prominent. In recent years, some scholars haveclearly stated,"to strengthen building our international spread influence ", whichdefined the development direction and construction goals of the local propaganda media.Based on the theories of international communication, this paper systematic study"Shanghai Daily”, that is local English newspaper in China’s Shanghai. Analysis ofreports forms about "Shanghai Daily" news, the operation of English website"ShanghaiDaily.com", inter-regional cooperation and cross-cultural communicationstrategies, and take the Expo reported of "Shanghai Daily" as a case, the specificpractice study about international communication of "Shanghai Daily”. This paperin-depth study the influence of "Shanghai Daily" s international spread, further pointedout shortcomings about "Shanghai Daily", and on this basis, put forward a series ofcountermeasures and suggestions that improvements and enhance the influence of"Shanghai Daily".This paper integrated use literature analyzes comparative studies, case studies andother qualitative research methods. From the perspective of the influence ofinternational spread, by comparative analysis "Shanghai Daily" and "South ChinaMorning Post." the world famous English newspaper in Hong Kong, highlight theinadequate of "Shanghai Daily", but also indicates the way forward to enhanceinfluence of "Shanghai Daily" international spreadThe results showed that,"Shanghai Daily" is taking top international spread line,mainly aimed to high expatriates users in China, which has a significant effect onenhancing the international image of Shanghai, better spread Shanghai’s active andopen attitude to the world, a better way to integrate the concept of globalization andlocalization, to help formation that Shanghai’s leader situation in cross-regionalcollaboration in the Yangtze River Delta region, promote the development ofShanghai’s local economic, cultural and society, made important contributions. At thesame time, it should be noted that, there is room for improvement depth reported, thediversity of sources and objectivity of "Shanghai Daily”. Only through training andestablishing a high-quality personnel, build the concept of international spread of the local propaganda media by an open mind, heart and thinking, in order to improve thedissemination level of local propaganda media in the context of globalization, and makecontributions to the development of the local community.