On The Chinese Media Enhance The Country's Soft Power

The conception of Soft Power was initially proposed by a famous Americanscholar Joseph Nye Jr. in1990. It has become a hot word in the research and applicationof international relationship science circle ever since. Today, media, as an importantmean and tool in international communication, is playing an irreplaceable role in theconstruction of the soft power of a nation.Media made the culture, sense of worth and foreign policy of our country beingunderstood and recognized by the world through utilizing such means as providinginformation, influencing public opinion, setting agenda and building state's imageduring the process of upgrading the nation's soft power.China's media gains foreign people's support through the communications of suchaspects as the new culture of socialist, Mao Zedong thought, and independent foreignpolicies so as to improve the nation's soft power after the foundation of the New China.After the reform and opening-up, China's media industry enters into a rapiddevelopment period. The media enters the market comprehensively and participates inthe global media competition in a more active attitude. China's media plays animportant role in such aspects as the promotion of traditional culture, communication ofnational politics and diplomatic concept and winning international society'sunderstanding and support.