American Media's Roles In Implementing Its Soft Power

With the development of globalization and gradual intensification of mutual dependence of the world, hard power is no longer the only standard of weighing the national power, the position of soft power rises rapidly, and becomes an important form of comprehensive national strength. Proposed since the 1990s, the soft power theory has caused great attention in educational and political circles. Its proposition not only makes contributions to the international political theory, but puts forward the new thinking for national development strategy in global age. From this respect, the soft power theory can be helpful reference to any country, but we need to realize the international political reality, that is, soft power advantage has become an important fulcrum of the superpower to consolidate its dominant position, and when America carry out its soft power, with its strong power, American media gives play to the role of important channel and platform.In analyzing American media's functions in implementing soft power, the paper, starting with the theory, explains the definition, intension and functions of soft power. Because the main content is the impact of the media on soft power, in the first part when the theory is explained, the applied means, and outstanding position and function of soft power in the global dissemination age are also discussed. Especially, the media's impact on international politics in wider range and deeper level benefits from the arrival of global dissemination age. Under this background, the influence and spread strength of the media are strengthened, and the soft power with dissemination characteristics is pushed on the central political position.Part two mainly analyzes reasons and foundation of American media's impact on implementing its soft power. As the only superpower in the world, its hard power is beyond question. Hard power is the foundation of soft power, with abundant soft power resources which are taken as important strength source, America applies it to international politics, and makes it an important component of the national development strategy. American media and government have close cooperation in maintaining and realizing national interests, which needs the American media to implement national soft power. On the other hand, because of American strong media power and the leading position in global dissemination system, it is possible to pursue national soft power.Part three mainly analyzes functions and ways of American media when implementing its soft power. These functions and ways are as follows:powerful American media seizing dominant position to transmiss culture and values in the world, utilizing right of words to mould images of America and other countries, as well as assisting implementing foreign policies etc. On the basis of analyzing the media's impact on implementing soft power, the paper summarizes its way of function, including information supply, agenda setting and construction of news frame.In part four, through analysis and research on the former three parts, we realize the fact that American global dissemination system has made challenges to China, and that fierce soft power haggles really exist in America. Therefore, China should recognize the challenges of soft power, and according to the existing media's situation, establish our own development tactics of soft power.