The Promotion Strategy Research On International Discourse Right Of Chinese Overseas Network Media

In recent years, Sino-Foreign Communications are increasing frequently, Chineseoverseas media has developed rapidly with its unique discourse power advantage. Itdelivers real information to overseas audience promptly by offering a lot of accuratereports, and eliminates misunderstandings and prejudice of overseas audience towardsChina, and affects the value of the western public opinion. Compared with domesticmedia, Chinese overseas media can provide different information issues and discoursestyles, spread with highly targeted, and has great effect on the fight against fallacy ofwestern media such as frequently acceptance of the "China threat theory","Chinacollapse theory" that cannot be replaced.Since the21century, the use and popularization of the Internet has mushroomedChinese overseas network media which has electronic media characteristics. The bigincreasing number of foreign students and immigrants also promoted the developmentof Chinese overseas network media, and injected new vitality into the local Chineseoverseas media. Although in some areas, the existence and development of the Chinesemedia faces many problems, but from a global perspective, Chinese media is still in thebooming development situation on the whole. With the high speed development inrecent years, public opinion leading force of Chinese media was significantly enhanced.As the well development Chinese media, Singapore, for example, the most famousChinese media, Singapore United Morning Post and Zaobao.com have deeply rooted inthe local community, and started to enter the elite, also into the mainstream of society.The upgrading of the Chinese social status makes the Chinese overseas media has beenpaid more and more attention. Overseas Chinese media plays an increasingly importantrole as a unique force in the fierce international public opinion.Based on the specific research object of Zaobao.com, this paper analyzes theunique issues set mode, speech and clear characteristics cultural orientation, mediaAngle, strong audience consciousness and service of social consciousness, the diversemode of management, the history and the present situation of Zaobao.com, and throughthe analysis of its column setup, speech characteristics and mode of management, tooffer the strategies of improving its international joint discourse right, to make aconclusion of the effective strategies for Chinese overseas network about how to buildinternational media discourse feasible. Trying to find a new effective way of development and change the "passive" situation of China’s propagandize. Exploring aseries of effective ways to improve the quantity and quality of the Chinese networkmedia’s discourse right. Chinese media plays in a wave of globalization for the right ofthe unique superiority as the western media stream of the strategy, and to provide areference for the development of other Chinese network media of countries around theworld.