A Study Chongqing's Soft Power In The Chinese And Foreign Media

After international political theoretician Joseph S. Nye proposes"Soft power"theory in 1990s, the theory is highlighted for special attention by countries. The study and discuss about the soft power expand from the state strategic level to the regional level. Basing on"national soft power","city soft power"is then put forward. As a meeting ground of information and talents, cities increasingly become the core of the area. Understanding"city soft power"will play an important part in the development of the city, even in the country's development.However, the study about"city soft power"theory is still not mature at home and abroad, not to mention from the media view. Media is the important content of soft power; at the same time, media will affect the realization of soft power as the mediation. This article's theoretical direction is"two environment"theory and"framework"theory, and it will study city soft power on the media presentation as the mediation. The theory says there is a powerful"virtual environment"constructed by mass media between the public and the realistic environment, and the"virtual environment"will directly affect the public's impression of the city.From the media view, this article combines the city soft power theory and the Journalism theory. Through studying the media presentation of city soft power, this article puts forward the media strategy to upgrade the city soft power, direct the development of the city, and then provide reference on promoting media image for other areas. In general, this article has highpractical meaning and theoretical significance. Through quantitative and qualitative research methods, this article takes Chongqing as an example and analyzes the media presentation of Chongqing's city soft power. In the analytical process, this article selects"Chongqing Morning News","China Youth News","New York Times"and"time"magazine as sample. Through analyzing about quantity, genre, length, issues and tendency of the sample reports, this article use content analysis and text analysis to make a conclusion of the Chinese and foreign media presentation of Chongqing's city soft power from five indexes such as government ruling power, economic attraction, culture charisma, science and technology development power and city cohesiveness.The study finds that reports about Chongqing on Chinese and foreign media focus on political and economic topics. Domestic media shows a comprehensive Chongqing's soft power. The reports don't only stay in data, but analyzes the inner qualities in Chongqing and focus more on the deep reasons behind Chongqing's development on the explanatory level. Although reports from foreign media about Chongqing increase gradually, they show a relatively obscure Chongqing's soft power.Finally, according to the results of analysis, this paper combines the know ledges of government journalism and developmental journalism in order to put forward the countermeasure and suggestion about how to use media strategy to better present Chongqing's soft power for Chongqing government and Chongqing local media.