Strategy Research On CCTV International Communication Ability

In the current context of globalization of information, external communication of mass media is a country to advance its internationalization process, establish a national image, an important means to enhance its international status. Since twenty-first century, China’s Foreign-language media has entered a stage of rapid development,CCTV-4、CCTV-NEWS、CCTV-E&F as the representatives of the television media in the international media structure play an important role. However, for a long time, East and West have serious imbalances in the exchange of information transmission, a small number of state-controlled by the Western world’s "information source" has dominated the world for China’s views and recognize, China’s external communication due to a late start, and long-term influence by "foreign propaganda" thinking, communication concepts, technology requirements and mode of administration is relatively backward, bring China’s own voice hardly through effective route of transmission to every corner of the world. In this paper pass through the study of CCTV’s Foreign Channel, try to find more effective ways to improve Foreign-language news media of China’s TV transmission standard.This paper is divided into six parts. The first section of the introduction describing the definition of international communication and international communication ability, followed by the definition, characteristics and effect of international communication, international communication ability and contents of external TV, importance and urgency of strengthening TV media’s international communication ability. The second section aims at describing media ecological environment of TV international communication, including international media’s order environment, development environment and living environment. The third section analyzes the current situation of CCTV international communication, including general situation of CCTV international communication, state analysis of CCTV international communication, effect analysis of CCTV international communication and objective of CCTV international communication. The fourth part mainly describes reasons behind existing problem of CCTV international communication, such as insufficient ability of external communication and international news reporting, ideological differences, competition of international media group. The fifth and the sixth part analyze the strategy of CCTV international communication from macro-level and micro-level separately. Finally some conclusions to this article are summarized and forecast the development of CCTV multi-language channels.