Resoft Soft Power-Effective Control Of The Chinese Culture

Since Joseph·Nye, the president of John F. Kennedy Government School, Harvard University and the global strategy expert raised the concept of "soft power", the discussion and studies on soft power have been streaming. Soft power has been elevated to equal importance with the status of hard power, even more than hard power given greater attention. The narrow sense of soft power includes the foreign policy, political values, ideology, system and culture, in which culture as the core elements of soft power makes soft power more attractive. Therefore, the cultural soft power is the object of the study.In this paper, I use the following structure for research. First of all, explain the related concepts of cultural soft power. Sum up the conceps of soft power, hard power and cultural soft power in order to provide a theoretical basis for the following study. Secondly, pay attention to the cultural soft power of China. Analyse the soft power of U.S, compare the soft power of China with the soft power of U.S, point out the "cultural deficit" which exists behind rapid economic development of China, as well as the voice and expectation of enhancing the cultural soft power overheatly. Research the related issues of cultural soft power combining the first two parts and deepen understanding of the study object.Then, focus on control the communication of cultural soft power. The status of China's rise and the emergence of the threat subsequently make the mainstream of the concept that soft power can no longer be soft blind.Therefore, we should grasp two balance and major strategies in the construction of China's soft power, maintain sustainable growth path and enable culture identified and shared through the means of mass. Next, we see the status and existing problems in China's cultural soft power building in the analysis "Beijing 2008 Olympic Games". Finally, explain the enlightenment of the study result to the construction of China's soft power.There are two innovations in this article. Firstly, for the present studies on soft power are researched in the context of political sphere, I try to analyze cultural soft power in the context of communication. Secondly, the phenomenon of "cultural deficit" in China makes the voice of enhancing cultural soft power overheatly and advocate that soft power can not be soft. But this article runs counter to control the communication of Chinese culture and let soft power more soft.On the issues of construction of China's cultural soft power, this paper bring up the importance of media to soft power, as well as the choice of culture in dissemination. The status of China's media are media aphasia and information distortion. The Chinese media in the dissemination of international public opinion is lack of penetration and in a passive position. Cultural soft power should be located in China's traditional culture and we make a choice in the process of dissemination to show the world the Chinese culture is not simple elements, but the meanings and value of deep significance behind the cultural symbols.The object of the study is one of the sea, but the argument put forward is rare in the similar studies at present, perhaps there is no academic papers related to the research on this point of view. I hope that this fresh perspective give the building of Chinese cultural soft power a different kind of idea and inspiration, as well as the forward-looking theoretical basis.