China’s National Image Building From The Perspective Of Intercultural Communication

In the frequent international exchanges in the era of globalization, the image of the state as a symbol of "soft power", directly related to a country’s political, economic interest. However, in the international discourse system which dominated by some western countries, Chinese media faces awkward current situation of "no sound ", China’s national image is therefore subject to misunderstanding or even deliberately distorted. In recent years, a new force Quickly rises. Its unlimited information capacity, instant communication function and quick search function, provide a new channel to reconstruct the accurate image of the country for China.Chinese embassy website as an important channel of propagating the national image of China in news communication research is still blank, so this thesis chooses the website of Chinese Embassy in the United States of America as a case, study how the network media to shape a good national image. This thesis seeks to explore the following questions:first, through analysising the columns and content of Chinese Embassy in the United States of America website, studies the methods of constructing Chinese national image; second, through using the method of content analysis and discourse analysis to study Chinese Embassy in the United States of America website’s angle emphasis in constructing Chinese national image.This thesis draws a conclusion:one, some parts of the Chinese Embassy in the United States of America website are simple and slowly updated, at present still take online services as the main role, the information disclosure function is insufficient, so the Chinese Embassy in the United States of America website should rich the content and form, increase the frequency of updates, second, the Chinese Embassy in the United States of America website focuses on the political image when constructing Chinese national image, the field of culture and art news reported less;the picture, video using should be strengthened; when it comes to fundamental national interests, to take active external communication policy, resolutely safeguard the sovereign and the independent, peaceful reunification of China’s image.