The Context Of Cross-cultural Research National Image Output

In the era of globalization, shaping national image is a common issue, which are all the countries facing. This issue caused many scholars’thinking long ago, but overlooking the current study, most people are stuck in a "media determinism" argument.Nowadays, as the image being the leading culture, reading has been a cultural pursuit. To display the "soft power" in China since the Beijing Olympics. By the end of2009,one ad to improve the international "inherent bias" to "Made in China "roll on CNN Asia Channel as is shown Chinese "soft power". In August,2010, the State Council Information Office started the national image a series of commercials Engineering, on January17,2011,"Character articles" debut New York Times Square, followed by " Angle articles" put on overseas. This marks that China began to be more self-confident, take the initiative to show its own "soft power", to compete for international voice, to shape the international image by its own.Through analyzing the classic example, the national promotional film, visual text analysis of two national image of the film, this article explores the construction of national image hidden in visual text, such as strong national ideology by intercultural communication theory.Analysis its deep-seated reasons for differences by comparing the different responses for different audiences in and out, and put forward some practical significance of cross-cultural communication strategies.The paper is based on the semiotic analysis of the film.The first part mainly through access to relevant information, review the output of the country’s image, in order to point out that in the output of the country’s image, the most important is the image of "self-plastic:a country is to be multiplied to hold what country concept under the guidance of the concept the practice. The introduction of the national image of the film, China in the international community take the initiative to the specific practices of national image building, just opened a national "how" for its research.In the second part, author use the semiotic theory to analyze the "Character articles "&"Angle articles". By analyzing the visual symbols of the film, the "anchor" (Chinese-English subtitles), and the film around the binary opposition structure, in order to interpret the construction of the national image in the film.The film image project was initiated by the State Council Information Office, which has deep "propaganda" means, and contains a strong ideological, however, ideology tends through the characterization of the way to reflect. The third part is mainly about using the ACTE mode, to attract attention, to lead content, to show the specific themes and to allocate efficiency elements.we explore the intent of the spread of the image of the metaphor, dig out the film deep-seated ideological subtle from the four point.Reference in Part IV of the different evaluation of a large number of domestic and international audience for the image of the film, pointing out that, due to the impact of the "clash of civilizations", the different cultural values and the already existing stereotypes, it is easy to misread the film while the audience decoding.Finally, by comprehensive studying and analysis of various factors in intercultural communication, the paper proposes a cross-cultural strategy of China’s national image output:through reflection, we have to change the communication concept,change the ways of thinking, do things from other’s visual, and through a variety of carriers to create a favorable national image in the international arena...