Study On Strategies Of Sino-U.S. Cross-cultural Journalism

This paper mainly makes a comparison and analysis on journalism from the perspective of cross-cultural communication in order to give communicative strategies and promote the communication effect.Firstly, culture, communication, cross-cultural communication and cross-cultural journalism form the basic theoretical outline. The scope of this article focuses on journalistic activities in cross-cultural communication. The definition and the model of cross-cultural journalism are two creative points.Cross-cultural journalism is journalistic activities and communication between people with different culture perception and symbol systems through mass media.Cross-cultural journalism model is useful for us to understand the function and influence of the elements in the process of cross-cultural journalism and communication.Secondly, there are differences between Sino-U.S. cross-cultural journalism, so the author takes"China Daily"and"New York Times"as blue prints, combines both theoretical analysis and empirical analysis in studying the differences between Sino-U.S. cross-cultural journalism.1. Differences in function positioning between Sino-U.S. cross-cultural journalism. Chinese news media exists as voice of Chinese government; while in the U.S. and some European countries, news media functions only as information distributor and news distributor.2. Differences in reporting tendencies of news. As Sino-U.S. comparison in the amount of negative and positive news reports is shown, Chinese media stresses a lot on positive propaganda; while American media pays more attention to show various views toward an issue.3. Differences in subjective entity focusing. In accordance with their value system. The American media takes satisfying audience demand as a basic assessment to journalistic value; while in China, the media holds a propagator oriented value perception; its primary aim is to guide public opinion into an orientation that the propagator wishes.4. Differences in thinking mode. American media prefers diversified thinking mode, Chinese media tends to view thins comprehensively; it used to have a general perception and understanding on issues.5. Differences viewpoints in journalistic stylistic concept. From the aspect of stylistic concept, Chinese media stress a lot on the standardization of journalistic writing, American Media focuses more on the purpose of expressing news content clearly.Thirdly, after comparing the differences in cross-cultural journalism, the author make a further study on the reasons that caused the differences and how those differences affect the process of communication from the angles of culturology , psychology, cross-cultural communication and semeiology.From the angle of culturology, the process of cross-cultural journalism is that propagators passes the cultural products---news to audiences, it is influenced by culture, reflects certain features in culture system. Commnunication research shows that people's perception, concerning and assessment to information are all restricted by cultural background.In terms of psychology, audiences concerning on news reports usually falls on 3 relative aspects: Selective attention, selective perception and selective retention."Stereotype"and"attribution theory"are two classical examples that block cross-cultural journalism.From the aspect of cross-cultural communication, Hall's"High-low Context Theory"and Hofstede's"Uncertainty Avoidance Theory"form the base of cross-cultural journalism study in analyzing the differences in cross-cultural journalism and the communication effect.In cultures of high context(like China), people shares more cultural background in common, while in cultures of low context(like the U.S.), people tends to need more detailed background information in their communication because they have different experience and information system.Chinese culture tends to be a high uncertainty avoidance culture compared with American culture. The Chinese feel settled under rules, plans, criteria, rites and etiquette, but the American audiences have a high degree of tolerance facing unusual things. They enjoy adventures, hate rules.People in high uncertainty avoidance culture believe in the words given by authorities and professional experts; people in low context culture take those words as clichés that causes psychological rejection.As to semeiology, the randomicity, polysemy, openness, generality and ambiguity of verbal symbols influence the process of cross-cultural journalism.At last, the paper studies on the strategies for cross-cultural journalism. The writer addresses this section in 7 aspects:Form the base of journalism in building up cross-cultural awareness. Being aware of the differences between cultures is critical in establish cross-cultural perception.Create intimate text in order to boost up cultural identification. Intimate text can decrease the distance of psychology and create a realistic basis for cross-cultural communication.Harmonize the relationship between internationalization and localization. Individualized development and culture co-existence are developing tendencies in culture study under the context of globalization. Journalism can not completely break away from original culture characteristics, journalism enjoys more connotation and biotic energy because of the reason above.Searching general characteristics in culture to eliminate psychological distance. Cultures share some common traits, especially with the intensification of cultural fusion, different cultures present more and more commonness which should be made use of in our cross-cultural journalism.Eliminate the barriers of language. Being professional in using the language from target culture guarantees well communication in cross-cultural journalism.Integrate the power of media, extend the journalistic and communicative channels. Chinese media should do more communications to form a joint force in order to enhance our comprehensive cultural influence on other cultures.Perfect the feedback mechanism for the sake of optimizing communication environment. Feedbacks can check out mistakes and help to correct improper communicative behavior. At the same time, we should pay attention to the collection and study of feed forward before making any deviation and carry out preventative approaches according to the forecasting information.