Culture Media And National Mission

The former French president Charles de Gaulle once said:"the culture media undertakes the national mission" when he talked about the France’s cultural diffusion abroad. And this shows that the French culture media and France’s cultural diffusion abroad have play an important role in the national mission.The media of France’s cultural diffusion abroad were developed from organizational communication (that is church) to mass communication (that is mass media). Moreover, audio visual media and digital media are the main ways for foreign culture diffusion of modern France, and the joint development of them contributes to the integration of traditional media and new media.The weakening of the cultural boundary creats an opportunity for France’s cultural diffusion abroad under the background of globalization. Meanwhile, the cultural hegemony competition in America and the third world countries’ craving for restructuring world cultural communication system result in a new challenge for the France’s cultural dissemination under the current situation."One Ministry and Three Networks" is the new model for France’s cultural diffusion abroad. "One Ministry" refers to the Ministry of Foreign Affairs and its cultural cooperation divisions, while "Three Networks" embodies the French cultural center, the French foreign audiovisual holding company and the communication networks of Alliance France. The Ministry of Foreign Affairs is the leader of French culture diffusion, and the French cultural center is the new actor of French culture and foreign affairs. The media integration symbols the reform of French foreign audiovisual diffusion, and the Alliance France has become the biggest culture network after a century’s development.Coordination, cooperation, and integration is the modern features of France’s cultural dissemination. "Coordination" calls for the internal harmony and joint work in the system, and "Cooperation" means that France is good at utilizing the resource of target country’s culture institutions, francophonie, and international organizations to cooperate with them. Finally, "Integration" shows the France’s cultural dissemination’s coherence and effectiveness.The primary task of France’s cultural dissemination is to safeguard the French political interests, which means that the national sovereignty, foreign policies and reputation shall be defended. The protection of national sovereignty should be guaranteed by the government’s control and guiding, and sovereignty crisis is the motivation of revolution. While the conservation of culture sovereignty can be realised by spreading the culture values. With the main way of foreign culture policy, the core idea of culture priority, and the focus of maintaining multiculture, France has promoted its foreign strategy. What’s more, France pays much attention to coordinate the France’s culture with French culture in the process of advancing its international reputation. And he focuses on promoting its nationality’s recognition of cultural identity by spreading the French culture. In addtion, France removes the national trait form its culture and endeavors to build an image of "friendly partner" to enhance its culture avidity and solidify its international prestige.As an important medium for action, French has played a irreplaceable role in maintaining France’s cultural benefit. He attaches great importance to French’s position as the foundation of cultural dissemination, and with cultural exception as the legal way and bilateralism and multilateraism as the main concept, it takes effective actions worldwide to spread French in forms of multimedia dissemination by safeguarding the territory of French world.The trend of France’s cultural diffusion abroad in the new age is maintaining France’s economic benefit and promoting its economy overseas. During the process, France tries to protect and promote its overseas cultural economy through spreading books and education, building cultural brand image and formulating regional behavior pattern. The purpose is to promote export of cultural products, development of service trade, innovation of the country’s image and acquisition of economic benefits in different regions.The core concept of France’s cultural diffusion abroad is to put stress on the role of culture plays in promoting the country’s benefits and stick to dialogues and interactions in the pretext of cultural democracy so as to provide new engine for cultural dissemination. What China can learn from France is that in cultural dissemination, we should ensure that the strategic design is systematic and multilayered, the image building innovative and modern, and the dissemination media consistent and coordinated.