The Study Of America's Image Presented In The WeChat Public Account Of The U.S. Embassy In China

In the background of globalization,national image has become an important part of national interests with the expanding of people's daily communication activities from local to global society.Consciously constructing the national image and deconstructing the image of other countries are increasingly considered as the way to play the game of rights and interests.However,constraints due to the social environment,lifestyle,cognitive structure and other conditions,people will tend to judge the image of other countries with entrenched ideas.The differences of social,historical and cultural inevitably exist,so how to reduce the distortion of national image communication has become a key issue in the study of national image communication.This followed the agenda-setting "prominence",the "property guide" the theory of logic,used the combination of text mining and content analysis to analyze the communication of the national image of the WeChat public account of the U.S.Embassy in China.The following issues will be discussed,what images of America have been disseminated? are there biases or tendencies? what topic attributes are set for each dimension's image? what strategies were used to help the image create meaning?First,used text mining to cluster the articles WeChat public account of the U.S.Embassy to determine which dimension of the American image each article conveys.Then analyzed the salience of the agenda setting from the number,temporal distribution and arrangement position for image disseminated by the WeChat public account of the U.S.Embassy in China.The study found that it has constructed the political,economic,cultural,diplomatic,environmental,social,health,scientific and technological images of the United States,and it lays particular emphasis on the cultural and diplomatic images of the United States.The number of articles related to cultural image is the largest,and the relatively stable in time distribution,diplomatic images is the second largest,butthe diplomatic image usually appears in the first three articles of tweets.The final step is to analyze the agenda attributes.The attributes is a direct reflection of American image which disseminated by the WeChat public account of U.S.Embassy in China.these American image features include,the political system of democratic justice,good economic development and suitable for investment,diverse and inclusive culture,friendly cooperation in diplomacy,beautiful environment and strong awareness of environmental protection,good social security ensures the happiness of citizen,perfect medical service system,scientific and technological achievements occupy global leadership position.It is concluded that,the WeChat public account of the U.S.Embassy in China adopts such strategies as choosing the mainstream social media in the target country,choosing the content pertinently,setting up special topics,choosing a large number of Chinese Americans as the protagonists of the story when to spread the image of the United States.