The Research Of Audiences’ Cognition To Chinese Image Conducted By The Overseas Chinese Media

It has been more than30years since the Policy of Reform and Opening up was carriedout. China’s economy is developping rapidly and being a world power. But the country’s softpower is still at a disadvantage. While China’s international status is rising, the right to speakin the international community is still seriously deficiencies.The international communicationof China and the cultural influence is still quite limited. The ability to construct our country’snational image in the international community lies in the hands of the Western mainstreammedia mostly.Western mainstream media influenced by the Western traditional way ofthinking and the value system, may misread the informations about China,that could impactthe core value system of traditional Chinese culture, as well as China’s internal affairs.Overseas Chinese media and the Chinese are important for China’s external communicationand these are an important links with the host country. Research of audience cognation canmake us clear the role of overseas Chinese media in constructing the China’s national image.This study is based on psychology, communication and social psychology. Southern ChineseNews subscribers, a total of150points questionnaires in five cities, from the political,economic, cultural, social and development degree of the five dimensions of the design of thequestionnaire to survey the audience’s recognition of China’s national imageknowledge of thesituation, the last of the recovered data import SPSS statistical tools to do further descriptivestatistical analysis and to verify the assumptions of this study. This study demonstrated thatthe media contact behavior of the audience for the perceptions of the influence China’snational image constructed by the perceptions of reality of China’s national image andSouthern Chinese News "is basically the same, as the overseas Chinese media construct that isSouthern Chinese News the image of the country has a certain role, external communication,China should attach importance to the role of overseas Chinese media construct China’snational image in the host country, and the development and utilization of overseas Chinesemedia to enhance their international spread.