China International Tv Channels, Cross-cultural Communication

After the 1980s, the formation of large blocs of western media and their rapid development in international communication have made cross-cultural communication one of the most noticeable fields. The international TV transmission of news and information is at the same time introducing the culture and the ideology of the nation, and inperceptibly influencing the values and world outlook of the audiences. Thus the international TV transmission has nowadays become part of the overall national strength. This thesis first gives an introduction of the history and the definition of cross-cultural communication; and has a theoretical analysis of the conflict and blending in the process of cross-cultural communication, and the necessity and urgency of the study on cross-cultural communication; it also points out the key role of international TV in the process of cross-cultural communication and gives a brief introduction of the development of international TV around the world.While the international media are using modern methods fighting for world markets, we should also play our part in projecting a good image of our nation in the process of cross-cultural communication and safeguarding our nation's right to speak in the international community. CCTV-4, CCTV9, the Spanish Channel and the French Channel, etc. have opened a window for the audiences abroad to know China. However, the world communication market is experiencing an unprecedented expansion of the western international blocs of media. To meet the challenge, cross-cultural communication in China needs multisided exploration and development. Based on the development of CCTV-4, CCTV-9, the Spanish Channel and the French Channel, this thesis has had an analysis of their contents and technologies of transmission. While recognizing the great achievements the international TV channels in China have gained, we have also arranged and systemized their ideology in cross-cultural communication.Compared with the western countries as the U.S., the international TV channels in China are still in a disadvantaged position in cross-cultural communication around the world. Nowadays international political struggles are becoming more and more covert, to reinforce cross-cultural communication has become an important part of the diplomacy of a sovereign state and a key method of protecting the profit and safety of a state. Therefore, the international TV channels in China are obliged to face the challenge bravely, innovate the ideology, the content, and the form of cross-cultural communication solidly, and promote the soft strength of our national culture. The latter section of this thesis does a comparative analysis of the content of international TV abroad and that of China. The gap between western media and media in China lies mainly in ideology of communication, economic strength and management model. It also has a discussion about China international channels' problems in the process of cross-cultural communication such as unclear positioning, out-of-dated communication ideology, weak awareness of brand, etc. On the basis of a detailed analysis of the existing problems, the last chapter, from both macro and micro perspectives, tentatively offers some suggestions and strategies for the enforcement and improvement of international TV channels in China. For example, more attention should be paid to brand-creating and a scientific view of talent is in need. It should be pointed that the last two chapters are the key parts and make up of half of the present thesis.By means of an analysis of the cross-cultural communication of international TV channels in China, the author hopes that the present study helps to solve the existing problems in international TV channels at home, to change their disadvantaged position in cross-cultural communication, and to quicken up the pace of international TV channels in China to step on the stage of strong media around the world.