Analysis Of The Communication Strategy In Vietnam By The Medias Of The Guangxi Province From An Inter-cultural Perspective

In the context of globalization, the most fundamental task and themost primary aim of the International Communication is to bypass theobstacles brought about by cultural differences and to realize theharmonious and smooth cultural exchange so as to build a positivenational image.Communication work in Vietnam by the Medias of the Guangxiprovince constitutes an integral part of our country’s InternationalCommunication work. In order to win the recognition and identificationfrom the Vietnamese audience and to build a favorable public opinionenvironment to China, it is crucial to go across the cultural barrierbetween the two nations. However, due to both subjective and objectivecauses, the Medias of the Guangxi province failed to heed the culturalappeals from both sides in the inter-cultural communications. The resultwas that hard as they worked, they seldom got the message that theyintend to send to the Vietnamese audiences understood, and the channelof the communication was far from smooth. In this way, China’s nationalimage failed to be built and communicated in an ideal manner.Drawing on Mikhail Bakhtin’s Theory of Dialogue, this paperattempts to come up with some theoretical advices to improve the inter-cultural communication ability of the Medias of the Guangxiprovince in fields such as communication idea, communication teams andcommunication contents. For the sake of realization of inter-culturalcommunications, the Medias of the Guangxi province need to respect theVietnamese audiences, to understand their cultural appeals anddifferences and to create a situation of “Dialogue”. Only in this way canthey reduce the cultural cognitive misunderstandings and to achieve“Dialogue” situation in the inter-cultural communications.