Analysis Of China's Online Media From The Perspective Of Intercultural Communication, External Communication

After the Cold War, countries in the military from the contest shifted to the cultural, information and other "soft power" of the contest. With the advent of information age, this "soft power" of the battle became more intense, and gradually evolved into a "smokeless war" has become a new form of "colonial plunder."Its interactive network media, open, global features, as the best medium of external communication, countries have the use of external communication network media. And it is a global Internet media, and other features make it open during the break through time and space of external communication, cultural, geographical limitations, to spread the global audience. Most of these audiences in a different culture and Chinese culture, systems, languages, cultural values, religious customs, aesthetics, etc., there are great differences. Communicators want the audience to accept and understand the information, it is necessary to recognize these differences and to adjust the communication strategy based on these differences.Cross-cultural communication is between people of different cultural systems of exchange and communication, it emphasizes the cultural differences. Cross-cultural communication scholars believe that in order to achieve effective cross-cultural communication will find the cultural differences, respect for cultural differences in different cultures to build a "bridge" to spread the two sides can communicate effectively. In this sense, the network media is cross-cultural communication external communication category.China began in 1995, the application of online media for external communication, so far China has formed a 6+3 external communication system, that is, the foreign national network of six media, namely:China Net, Xinhua, People's Daily, China Daily, an international online, CCTV networks, three local Internet media, respectively, the Qianlong in Beijing, Shanghai, LONDON, Guangzhou Nanfang Wang. With the era of economic globalization, China's development is inseparable from the world, the world's development also needs China. The development of international public opinion increasingly important to China, China's position in international affairs has become more prominent, more necessary than ever in China's external communication, need to explain himself to the world, the use of external communication network media is particularly important. Foreign media in China in recent years, communication networks have some development, but there are also inadequate. Article is from the perspective of intercultural communication media of international communication network, as follows: The first part of the introduction, the article describes the background, meaning, purpose, research methodology and the views of foreign scholars and research on this issue.The second part, mainly on the concept of clearance. First, sort out the history of our country and development of external communication; define the concept of network media and network media, the history and development of external communication status; Second, the introduction of the-Internet media properties, which pointed out that the network media used in the superiority of external communication. Finally, expounded the theory of cross-cultural communication, external communication network media that is a cross-cultural communication, intercultural communication can be applied to analyze the perspective of the external communication network media.The third part, in the understanding of the development of external communication network media context, and recognizing that online media external communication is a cross-cultural communication, from the perspective of intercultural communication media outside of our network spread out the existing problems and shortcomings.The fourth part, cross-cultural communication to emphasize the cultural differences, and to achieve effective cross-cultural communication is necessary to understand these differences, this section is to point out the influence of external communication network media and cultural factors, both spread awareness of cultural differences.Part V, in the online media in China have been analyzed the shortcomings of external communication and external communication of China's Internet media, based on cultural factors, the spread of cross-cultural perspective to find strategies for solving problems.Internet media to McLuhan had predicted a "global village" a reality, and succeed in this "global village" to communicate smoothly with others, communicate, we must recognize their differences, find ways to build a "bridge", which is the article trying to achieve. Hope that a solution article would be broadcasting history and industry of China's foreign help.