A Research On Media Events' Effect On The Construction Of National Image In Open Media Context

With the rapid development of communication technology, the living conditions of mankind have entered into the "global village" which was predicted by the Communication originator McLuhan. New forms and contents are derived from all of the medium, media elements and the internal and external environment of media. It is just the media event.Thus, in the era of globalization, people can visually analyze the national image of our country nowadays through the interpretation of media event.At present, with the rapid development of media technology and the changes of the discourse order in the process of reform and opening up, China's media context is developing in the transformation of the whole society—breaking through the highly integrated and ultra-stable system of past planned economy and becoming a new media context with the characteristics of open, equitable, diverse and interactive. In new media context, China's media discourse has been changed from the previous highly centralized form into a multiple and balanced new one.Based on the theory of media events, the writer uses content analysis and the multi-disciplinary and interactive methods to analysis the "military parade" comprehensively. Paper aims to surpass the debate of media event's definition and analyze to the communication process as well as the effect of military parade with specific background.Meanwhile, analyzing the influence related to the construction of national image created by military parade and providing new research perspective are the main job. Actually, Military parade is the media event organized by state organs. As the important form of mass media, military parade is the typical example of media event which has great influence on national image and status. Obviously, media event has great theoretical and practical significance for enhancing the national image and raising its international standing.