Floating Bridge Of Meaning And Imagination Of Faramita

In the context of unlimited extension of time and space brought by the globalization, television plays an important role in building a bridge across time,space and culture, the struggling of audience attention resource of international television media is extremely serious. As an important part of foreign communication system of China,the cross-cultural communication of Chinese TV programmes shoulders important historical mission in disseminating of Chinese civilization, maintaining cultural identity and creating national image.This thesis has cited China News of CCTV International as an individual example, introduced Stuart Hall's encoding/decoding theory as the main research framework; Through qualitative and quantitative methods of content analysis, course analysis, Ethnography and grounded theory, this thesis has demonstrated encoding of communicators and decoding of audiences of "China News".It aimed to see the trend of the reality of cross-cultural communication of Chinese TV programmes'output and mechanism of meaning interpretion, to find the inherent law, and propose to the strategy in cross-cultural communication of Chinese TV programmes.In the encoding phase, this thesis has made a comparative content analysis of "China News","Xinwen Lianbo"and "News Express", combined with the use of text analysis, and probed into the encoding strategy of"China News" from the aspect of the TV words encoding. The research has shown that "China News"was trying to balance the political power and oversea audience in the context of conflict, and demonstrate the characeristics of roles and words conflict in words encoding. In domestic news reports, "China News" has tried to be close to people's livelihood and encountered the resistance of dominant ideology, and has shown that it was influenced by the language in propaganda in aspect of topic choosing and reporting. In the international news report, "China News" has got the attitude of neutrality, and also concealed the ideology that national interest comes above everything. In the television discourse, "China news"has attempted to combine the perspective of interpersonal communication and mass communication,which was influenced by the media system, and this attemption has showed the bourgeois.In the decoding phase, this thesis has made investigation on the behavior and attitude of audience watching "China News" from seven countries and regions through participating in observing and focus group,and then analyzed the data through qualitative method of grounded theory. The reseach has shown that the types of watching attitude from different countries and regions are mainly empathetic style, critical style, defensive style and ritual style, while the key factors which created such attitude are rational criticism and involvement of emotion. The opposition and harmony between the two has determined the different watching attitudes. The watching attitude has also shown some differences between the groups, these differences could be explained by the model of factors which influenced wathing attitude.Finally, through the findings of combining encoding and decoding, this thesis has made an research on the communication strategy of cross-cultural communication of Chinese TV programmes from aspects of mechanism,audience and text.First, in the aspect of system design,the experience of international TV communication media system designing could be learned; Second, in the self-identity of audience, on the one hand, "cultural china " should be highlighted and political differences should be bridged; on the other hand cultural differences should be adapted to and the market shoud be segmented; Third, in the text narrate, globalized words and localization factors should be combined,to construct affinity texts and stimulate empathy.