Communication Of Visual Culture And Establishment Of National Image Since The 1980s

In this globalizing world today, as the intricate international relationships, more and more countries tend to use an non-coercive indirect way to influent others, in order to achieve the balance and restrict in the international political game. As a kind of "soft power", the important merit of National Image owns the sight of the sovereign states. National Image is not only an important way of winning international recognition and the security of available public opinion, but also the pre-credibility of friendly relationship among countries and the energy of developing the international competition. Thus, in the new century, figure a positive National Image according to the nationality interest has a gigantic strategic purport. The international communication is one of the most important approach to build National Image.Besides, facing the communication context of which cultural paradigm transforms from the "linguistic center" to "vision center", visual culture communication which developed rapidly becomes a kind of international influence force with the nutrition of modern technology, consumer society and information society.Because of visual thinking, cultural transmission of images, the mass media acculturation functions, visual culture communication play an important role in establishing national image superior to linguistic culture communication.The Visual culture communication began to internationally radiate till 1980s in China, and the video work of Yimou Zhang is the most typical and representative one in this period.In this paper, tried to analyzed Zhang's video works as the foundation, and attend to explore the experience and revelation of National Image in China in three different cultural context period, which concludes periods of non-mainstream, commercial transition and the mainstream transformation in the change of visual cultural communication strategies.