External Communication Capacity Of China’s TV Media Research

TV media is an important part of national cultural soft power and also is the important way of improve national soft power.The development of a country’s media relationship to a country’s soft power, and a country’s comprehensive national strength. With the development of China and the enhance of international status, the media needs to play its own function, and seek their own development, to enhance the country’s international status and safeguard national interests, shaping the national image and to promote national development. However, the current situation of China’s TV media on external communication has many deficiencies, and the television media still needs to be improved external communication capacity.According to the communicate ability of TV media, internal, initiative, movement, interaction and systematic are its characteristics. It emphasizes the television media through its own structural optimization, optimal allocation of resources to fully coordinate management and operation of the internal mechanism to mobilize TV media initiative. However, the ability of television to play external communication and promotion not only depends on the media itself, but also affect by many other factors. They are including both external and internal factors. External factors which include:media environment, infrastructure, coverage and foreign media and overseas audiences, internal factors include:the credibility of the media, mass media, those qualities, the media arts in four areas of information dissemination. Due to the inter action and external factors, they are affect the external communication capacity of China’s TV media enhance and play. According to communicate ability of China’s TV media current status, the country pay much attention to construct and develop television media. The international communication capability of TV media has made great progress and development, the media environment has been greatly improved, the coverage has been further strengthened and credibility in the media, and the media communication arts qualities are also have been improved. at the same time there are still many shortcomings to China’s TV media international communication capacity. The media still does not produce the necessary impact power and influence in the international. It requires us to give high attention to present problems of television media, use the national view to specific issues and construction the media. To build the external communication capacity, we should be standing on the national strategic level, commanding the overall situation in the sound system and operational mechanism media efforts, and also have to improve the media infrastructure, policies and regulations and the television media to provide a good prerequisite. The TV media itself must give full play to their positive initiative and strengthen on its own building, changing concepts, with the full understanding of the international spread law while recognizing cross-cultural communication, to strengthen the dissemination of capacity and to enhance China’s television communicate ability.