| In2009-2010, a change of outward expansion quietly spreading inChina’s state media grow. Xinhua News Agency, People’s Daily, the nationalmedia, lavish added to the ranks of the international spread ofcompetition, a move that was widely interpreted as the Chinese governmentto enter the big propaganda, public relations era.International dissemination of research areas in the country were notyet complete, talent building, institution building, the experiencecollected in the primitive accumulation stage, China’s state media thecollective test the water in one fell swoop undoubtedly fired the firstshot of the "new era". So far, China’s real knife real gun trying to havea share in the international spread of the arena more than two or threeyears time. Serious derailment international works based on the conceptof the1970s behind the last two or three years to reflect the change canbe said to show a ton output capacity determination. This paper attemptsto recognize the difficulties faced by China in the international spreadby the international spread of the current situation, the Chinese mediato participate in the international spread of the clues combing.The article only select specific media as the research object, thathave the ability to carry out the international spread and already actionof Chinese media-Xinhua News Agency-Since2009, the internationalspread of some trends in research. Derailed the general direction of theinternational spread from the outset because of the pace of developmentof our own: focusing on the essence of mutual giving and receiving in the international spread of our external propaganda work to take care of onlya single audience, to convey a single message, only the construction ofthe one-way propagation channels. Recalling China’s internationalcommunication research, but also just30years of history, in the processof evolution by outreach to the international spread of China’sparticipation in the international spread of doing a good job ofinternational spread is an urgent task. A country’s international image,a single on the influence of the media, there should be two Shapingchannels. First, self-fashioning, his plastic. On one hand, China as thesecond largest economy in the world, who gathered the attention of moreand more, is bound to be a hotspot of international public opinion. ButChina’s long behind the international spread of the speed and manner, madein China "since the plastic" very powerless. Foreign, especially Westernsociety’s understanding presents polarization, this side is generally oldand the old, seriously lags behind the actual development status of China,the other extreme is demonized, such as is so traditional storyMangrenmoxiang in China, known degree already I do not know, withsound-colored glasses claimed that the "China threat theory". The otherhand, more than90%of the international spread of Western powers controltheir own vision and perspectives-mostly based on different ideologies,complex historical origins-to re-interpret the news in China.Research focus on the brand of this article is Looking attitude. Brandcompetition is the inevitable result of the highly commercialized.Radiation force generated by the brand can make a real influence like theeffects of nuclear fission. Incompatible because the pattern ofinternational spread of our existing international spread of strengthwith the international community, which has been formed in the burgeoningmultinational media group today, we are more like slowly toddler children.The international media environment for China’s development benefits, the international spread pattern has been a super multi strong basic pattern,which will help our country try to figure out the pattern of the inherentmode. The adversely surface complex, has been molding the spread patternrecently superimposed on the complexity of the new media age. The era ofnew media to expand the the civilians openness of the media industry. Newmedia age greatly rely on scientific and technological development of thetechnology, which spread to the technological level of China’s scienceand technology is still in people. The foundation did not play well, thebrand of the road is even harder.It is worth mentioning that the duality in the media, the media andadvertisers complex between the audience and even the point of purchasechain ring, to make up for the study in some of the gaps. A long time,the duality of media products has been attracting people’s attention, butassociated it with the media brand, has one of the blind spot of research.The reason, natural products and brands dialectical relationship mischief.In the commercial market, the product is an entity, replicable visiblein the media economy, the height can not be copied. It can be said of anyproduct-listen to, read the advent of consumer goods, have been markedwith a unique label and a unique brand mark. Concerned about media brand,should be both concerned with the audience, also expressed concern aboutthe advertisers. Current research does no good these two points combineto dig deeper, to consider the force between the two parties, for example,if the larger the audience response to media content, the higher theloyalty, fixed newspapers, units in a channel, the greater the tendency.As a result, bound to the role of end to the advertiser, the moreadvertisers are willing to invest in this medium.This article, although the title seems ambitious unrealistic, butwith technology can be found in the Chinese media to have the capacityto carry out the international spread of only a handful Xinhua News Agency selected as the study sample, but this study sample not only The domesticinternational spread of the more successful cases, is more representativeof the Chinese media in the future for a long period of time to carry outthe international spread of the strike and the only way. On the definitionof the international spread of the recent years, the internationaldissemination of research continues to heat up, but the range narrowedto the international spread of the narrow sense, that only by means ofa specific mass media, the transmission of information between countries,the international spread The path is clear. The international spread evenonly become a symbol, a symbol of the economic context of globalization,communication studies, advertising the must embark on a road outsidefactors that must be considered. The international spread of domesticdissemination of research can be neglected. The domestic spread on theroad, due to the late start, single mode, also still exploring stage, oftendue to the political system, economic level, cultural differences barriercan not be directly copied abroad, especially in the Western mediaindustry is more mature and developed The country’s experience. On theurgent need to explore and lessons learned, combing the stalls, we havebeen involved in the new media age. New media era almost changed thethinking and mode of operation of the media sector, and will becomeirreversible general trend in the future. In such a complex case, we haveto consider entering the international spread is no longer simply toenhance the image of the country, the simple meaning of the PR andpropaganda, As far as barriers to achieve these objectives, waiting forthe media industry in China go across.In summary, this article endeavors combines all existing conditionsparticularity times with complexity. Trying to blaze a visionary road fromthe powerful army. We already have the basic Communication based on thebasis of experience in advertising and international dissemination of research on paper for our media brands must embark on the road, do whateverExploration. |
PDF Full Text Request