| At the year 2008, the successful Beijing Olympic Games showed the world a warm welcome from China, the long history, charming, open and friendly country. To a certain extent, it means that the century of culture from all over the world and China is starting to share with each other. This offers China a great opportunity to show the world a peaceful and developing image of a modern society of China. Therefore, the cultural diplomatic power, the image building of our country is considered as a very important part of the whole outwards strategy after the Beijing Olympics. According to the needs of the development of our country, cultural publicity-orientation, as an important measure of reshaping the image of our nation, comes into our attention. Whether in working experiences or theoretical researches, however, cultural publicity-orientation is often confused with cultural diplomacy because of the similarities, which leads to obscure working ambitions and scopes, at the same time, less satisfied. Thus, it is of great importance to enhance both theoretical analysis and strategic researches for practical working. According to the long-run working experience of the writer in this aspect, after reading and analyzing a bunch of theoretical documents, I attempted to find out a reasonable strategy to help with our nation's cultural publicity-orientation. On one hand, it can abundant the theoretical researches of our nation's cultural publicity-orientation. On the other hand, it can also offer helps to our practical working.This article is divided into four parts:The first part is about analyzing the definition of cultural publicity-orientation theoretically. We'll perform the connotation, character and function of cultural publicity-orientation methodically, consider cultural publicity-orientation in the scope of publicity area, and make sure that it is the embodiment of the nation's will, it has the ideology of publicity. Compared with cultural diplomacy, cultural publicity-orientation mainly focus on the international public opinion, which is built up by the modern media. It is a kind of cultural interpretation of information from media.The second part, we'll aim at current problems and the facts of nowadays circumstances. According to the practices of Chinese cultural publicity-orientation, we had a conclusion that there are mainly three ways of this kind of work:cultural communication activities, cultural information communication from media and exporting publishers. After analyzing, the main problems we are facing are:too much government influences, lacking of famous traditional cultural brand and the market of cultural industry isn't a mature one. After analyzing successful experiences from developed countries such as America, France, Japan and Korea, I tempted to find a new way to promote our nation's cultural publicity-orientation.The third part will mainly talk about the challenges and opportunities we are facing after Beijing Olympic Games. Through analysis the effect that international communications led to, and how the world treats China after the Beijing Olympics, we'll discuss in detail how these effects will change Chinese cultural publicity-orientation.The forth part is the key to the article, it is about the Chinese strategies of cultural publicity-orientation after 2008 Olympics, on the basis of all I mentioned above. Telling the world definitely the four basic roles, which are, core values of harmony as our strategic objective, keeping our nation's specific traditional culture, admitting the diversity of culture from all over the world, using the initiative of outwards communication and the diversity of measures to communication. At the same time, list in detail five cultural publicity-orientation rules for the future:enlarge the Subject areas of it, making sure of government-led, and Multi-party cooperate, searching in detail the background of audience and their psychological characteristics, make sure the essential of it, reunion the rich resources of culture and shape cultural brand, enrich the forms of cultural publicity-orientation, making sure that one-way publicity will be together with two-way cultural communication, leading it into market operating mechanism.In this paper, we are going to put cultural publicity-orientation into the cross-cutting area of communication, journalism and international relationship. Together with the writer's long-run working experience, we'll perform the connotation, character and function of cultural publicity-orientation theoretically, and find out a reasonable strategy to help with our nation's cultural publicity-orientation after the Olympics. To a certain standard, it can fulfill the vacancy of our nation's research in this aspect. Meanwhile, it can help giving some useful references to practical working. Although this article may seems to be a little bit childish and not really well shaped, it is of some value to bring cultural publicity-orientation into scholars and the whole government, and it will do something to promote basic theoretical researches, provoke methodical planning of cultural publicity-orientation. |
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