On International Discourse Power-building Of China Media

Today, the discourse power of western media is in the absolute strength, comparing with other global media power.If Chinese media is to change this situation,it is necessary for them to find the root causes of the system building,and, in many ways,to eliminate the bottleneck which influences the discourse power of Chinese media.This article summarizes as follows:There are three major reasons for the lack of discourse power of Chinese media.Firstly,Chinese media under the existing journalism system affects the effectiveness of external communication and limits its own discourse power in the world;Secondly,the single way of external communication in Chinese media is not able to play a pivotal role as an international platform.Chinese media needs to make greater efforts to step out;Thirdly,foreign-language media,particularly English media in our country is at a disadvantage in the competition of international discourse power.In recent years, greater importance has been attached to the building of international communication capacity,and communication strategy is gradually adjusted in order to enhance cultural soft power of our country.As one of the key media supported by the state,China News Service(CNS) assumes the important task of external communication. The author takes the CNS as the studying subject and proposes the corresponding measures.CNS contacts affluently with foreign media and it was founded due to its own uniqueness.CNS has a natural advantage as playing the role of overseas Chinese-language media.It is loved by overseas audiences for its unique "grey"and "nuetral" reporting style and will make great achievement both in expanding communication effect and in expanding its overseas business. Through issuing overseas edition,developing www.CHINANEWS.com, constructing the brand of NewsChina and building an information exchange platform of Global Chinese Media Cooperation Union, CNS will guide the development of China mainstream media by means of establishing an international communication group.Strongly supported by the state, CNS is capable of getting its full development,which will further improve China's initiative and boost its cultural soft power in a global opinion and communication pattern.