Study Of The International Spread And Influence Of The Chinese Media

After 30 years of reform and opening up, China's economy developed rapidly, and historic change took place between China and the world. China has begun to re-emergence as a world power. However, the rise of China is the rise of hard power, not the rise of soft power. China'international discourse lack serious, China'international communication is also lagging behind, Chinese culture'influence is rather limited in the world, the external force of public opinion do not match China's economic and social development and international status, and China's international image and the right to shape environment of international public opinion also rests in the hands of Western media. The Western mainstream media, such as CNN, BBC, and The New York Times, master basically other countries audience on China's image around the world. They reported what happened in China according to the western way of thinking and value standard, and formed a strong opinion about China, then posing impact and intervention on traditional Chinese culture, the core values, domestic and foreign affairs.In terms of the Chinese government and the media, in the new stage of development and international environment, how to master the international right to speak, how to maintain the safety of international public opinion on China, how to communicate excellent Chinese culture, and most importantly - how to develop China'media Capacity to communicate has become an important and urgent issue. Whether complete this strategic task is to test whether China can really rise. History and reality have repeatedly proved that only both rising of hard power and soft power can be called a real rise in global power. The so-called rise of the Soviet Union during 1970s (military rise), and so-called rise of Japan during 1980s (economic rise), are only the rise of hard power, not comprehensive, sustainable rise, and the last result was "one disintegration, one stagnation".The international competitiveness of the media shows two forces: the power of media'international communication and the power of media'international influence. Contemporary Chinese media, after 30 years of reform and development, has formed a multi-media, multi-level, comprehensive media system. Historically, the international competitiveness of the Chinese media has been considerable improved. However, compared with Western developed countries, the international competitiveness of Chinese media is still quite inadequate. In terms of the power of media'international communication, If compared with the world power, there is still a wide gap in media'basic strength, media'industry development, and media'information production capacity. Although the basic strength has improved in recent years, but the media'industry level, and information production capacity are still very backward. In terms of international influence, the gap of the Chinese media's international audience contact rate, international credibility, "going out" capability, compared with Western developed countries, is more obvious. Chinese media now facing an awkward situation is: " Spread but not connected ". Chinese media has little difference with the West in global media coverage, but only a few international audience contact rate; the other is "Connected but not accepted". In a small number of contact rate, It is more difficult to see substantial international credibility of Chinese media and the improvement to guide international public opinion. For a long period of time, the situation of"Spread but not connected and Connected but not accepted"facing the Chinese media will long be maintained. the international Chinese media Competitiveness still needs to be improvedThe reasons why Chinese media'influences so weak in the world are many. It is not a single factor. This requires us to sort out the deep, underlying causes thorough, explore the problem behind the problem, then giving an objective dialectical questionnaire. First, the economy, technology-based comprehensive strength of China has made great progress though, there is still a large gap between and other west developed countries. So China can not come up with more resources to the development of international communication. Second, in contemporary international situation of an increasingly competitive communication, the Chinese media have not formed a strategy of real Chinese characteristics and international credibility. Third, Chinese media system, formed on the basis of the planned economy, was obvious behind the development of international communication, which to a large extent hindered the productivity of the Chinese media, and restricted its international space of activities. Fourth, the contemporary development of the Chinese media are taking a route mainly inward-looking path, rather than a both inward and outward-oriented development path. Fifth, the Chinese media, lacks acute awareness of opportunities when communicating and not good at crisis communication when facing sudden major events, so it can't change crisis into opportunity.In view of the above five reasons, I believe that the Chinese media, in order to fundamentally improve China's media influence on international public opinion, must resort to two ways.First, we must develop China's comprehensive strength Vigorously, and strengthen the capacity building of Chinese media'communication, promoting the international communication by leaps and bounds. It is important that we should follow the guidance of scientific outlooks of development, focusing on the reality of China'development and global perspective, co-coordinating domestic and international situations, and keeping close contact with economic globalization, media globalization, communication globalization. To adapt to the trend of upgrading world media industry structure, to meet the trend of ever-changing world information media technology, We rely on the media situation and the distribution of media resources in China at this stage, pay more attention to the backbone of the media, and mobilize various forces to re-allocate and re-integrate media resources. In the next 5-10 years we need to build some multinational media group, with a number of languages, advanced technology, informative, wide audience, strong influence, global coverage. by insisting on building new media and traditional media, both central media and non-national media, both hardware and software facilities, adhering to the media of both national development and international development, enhancing the level of the Chinese media's infrastructure, information broadcast capabilities, industry operating strength, international competitiveness, and increasing economic investment and policy support. Our images, sounds, text, information is more widely spread around the world, more widely shared by every household. Leap-forward development of key Media Group make significant progress,in line with the level of economic and social development and China'international status.Second, we must implement new international communication strategy, to build the international credibility of Chinese media, to enhance the international discourse. Change and innovate the Chinese media'communication ideas, communication content, communication tools, communication systems and policies continuously. Improve the relevance, influence and effectiveness of international communication. Compete for international discourse and influence on China-related public opinion or other international important public opinion. We should focus on international news events, with reported the first time, live coverage, starting reports, exclusive reports, comprehensive coverage and authoritative coverage. We should maximize to improve the timeliness of news coverage, exclusive, authoritative and comprehensive, to improve news coverage of the original rate, starting rate, landing rates, to achieve "starting from me, starting with me," when reporting on major international news events. Create arts and skills of international communication and blend Chinese history, culture, national spirit, spirit of the times, into the content of international communication by a manner and language acceptable to international audiences. Vigorously promote the globalization and localization of communication contents. Increase the intensity of coverage on the target country affairs. Strive to offer a large number of Communication masterpiece, with "China's perspective, the Asian element, global perspective." Active and innovative institutional mechanisms for the international communication. Break Institutional mechanisms for hindering the development of international communication and the release of international communication. Continue to exercise Chinese media'flexibility, contingency and mobility. Perfect the mechanisms of media coverage and information dissemination. Strengthen durability and flexibility-building for media'crisis communication. So there will be a good environment for Chinese media'Crisis communication.