A Study On The Foreign Communication Of Chinese Books Under The Background Of Globalization

In the background of globalization, all countries are trying to take all kinds of measures to increase the output of the national cultural breadth and intensity. Especially with the Western powers media hegemony of the cultural potential of colonial invasion, for the third world countries formed the cultural potential of the colonial rule, including China, the culture communication forms great contribution to the threat. This is the current status quo of the global culture dissemination.Therefore, in this context, as the five thousand cultural inheritance and disseminator of Chinese books, should strengthen the range and strength of foreign spreading Chinese culture, and more to be shoulder to the conservation of Chinese culture in this moment, Chinese culture safety and maintenance of sovereignty mission. So, it’s necessary that doing some research into the demand, significance, current status, problems and their causes, and the dissemination of countermeasures of the external communication of Chinese books. However, from the current situation, we can see that there still exist many kinds of problems of the external communication of the Chinese books there are still many problems, which includes "cultural divide" such as copyright output and the introduction of the dissemination of content structure is irrational, imbalance in the audience area, and dissemination of results is not satisfactoryVisibly, the external communication of Chinese books is still in the grim situation. The reasons for this include the inequality of the international spread of the order, the Chinese books communicators lack of external communication of scientific concepts, skills and abilities, and media organizations lack good mode of operation, to spread the obstacles of language symbols, the difference between the Chinese culture and foreign culture, the audience demands are complex and a lack of understanding of Chinese culture, China’s comprehensive national strength is not strong, and the shackles of the Chinese communication system.To make the Chinese books spreading road more smooth and more significant effect, to make the Chinese book realize more effective spread, you must make the cultural content of the book spread easier for foreign readers to read, understand and accept its values and ideas. Thus the international identities of Chinese culture can be improved, Chinese cultural soft power can be promoted, and the duty and mission of Chinese book spread will be realized.Therefore, Chinese Books external communication must be developed following macro communication strategy:to spread Chinese culture the soft resources as the mission and theme, cultivate the global communication ability to cross-cultural communication theory as the guide, improve China’s book transmission system. Deal with good four relationships: Chinese culture and foreign culture, the relation between the cultural inheritance and innovation, the relation between the mass culture and the elite culture, cultural benefit and economic benefit, the specific measures of Chinese book spread:foster a personnel who has foreign propagation idea and skills, adopt diversified forms of media, creating the text with international identities and Chinese culture brand value, and communicate with accurate symbol book content, research and market segmentation international readers, the mode of operation of diversification, dredge information acquisition and transmission channels, build a strong international media group, the government money and policy support.