Media Scale Theory:Media Scales&Chinese Strategy Of International Communication In The Context Of Media Globalization

Effectiveness of Chinese international communication has long been a domain and aim for the nation,the scholars and the industry.This present research,employing media scale as its theoretical tool and focusing on the Belt and Road Initiative as its research object,probes into the new cosmopolitanism in Chinese international communication in the context of new globalization.By means of using the co-opetitive relationships between such media scales as the locality and the globality,this present research holds that such ways of communication as the Belt and Road communication and communication of community of the future for all mankind boasts the characteristic of new cosmopolitanism.By means of active strategic choice of media scales restructuring,such communications shines when its communication of the common future features the dialectic unity of such media scales as the locality and the globality as well as the unity of local color and global perspective.The whole research is made up of 7 chapters.The first chapter is about introduction,which tells about such issues as the research question,literature review and frame of the research.Chapter two sets up the definition of media scale in respect of definitions of scale in various academic disciplines.Chapter three examines the theory of the locality,in comparison with the presentation of local voice,Chinese voice and Asian voice,while chapter four deals with the meanings of the globality by such matters as west-tropism,media imperialism and cultural McDonaldization.Chapters five and six,centering around the Belt and Road communication,investigate the transfiguration between smaller scale and larger scale,and put forward the strategy of media scale restructuring.In these chapters revealed also is it that Chinese international communication features new cosmopolitanism with the characteristic of local culture and global vision in the globalization.The last chapter comprises the ending remark,arguing that Chinese international communication is making its way on the track with the characteristic of local culture and global vision in the globalization.