Research For The New Media External Communication In China Based On SWOT

Today’s world,whose means of communication advanced and powerful ability ofdissemination that whose ideology and culture and values can be spread morewidely,which can influence the world more powerfully. With the networktechnology,new media break the barriers between the various forms of communicationplatforms by its real-time,universality, convenience, interactivity and openness,becoming inherent global communication carriers.In our country, the network media applied to external communication began in1995.Now,it has basically formed a external communication system including foreignnews websites, network television and social media.New media can break through theborders, land naturally, arrive quickly,at the same time accommodating a variety oftext and huge amounts of information.World network and earth village decide the newmedia to become barrier-free media which is the most economical, most efficient andmost widely accessible.The changes of communication order under the new mediaenvironment provide historical opportunity for external communication of china newmedia.Also the enhancement of comprehensive national power and a higher scale ofthe development of new media provide a basis in reality.Despite our new media toexternal communication develops extremely rapidly, our ability of new media toexternal communication and international position of China still disproportionate,because of the complexity of international public opinion environment and theinferiority of new media to external communication itself. From the externalenvironment. In cultural environment, ideological differences lead to pass couldn’t getthrough.In the information environment,hard to break Europe and Americahegemony.In economic environment,media market competition is intense with mediaglobalization. From the internal factors,in a macro point of view,it has defects inmacro layout and institutional mechanisms, with lacking of external communicationprofessionals and assessing external communication effect. In the micro point of view,new media credibility is not strong and the research on the target audience is poor.Therefore,the external communication of China’s new media is full of strengthsand weaknesses,accompanying with opportunities and threats. In order to enhance theexternal dissemination power of new media, six strategies are provided from botheliminating the threats with advantages and changing inferior position throughopportunities in this thesis. First, reforming the external communication system to create a good environment for development. Second, fostering internationalcredibility of the new media to build international competitiveness. Third,strengthening research on audience to enhance intimacy of external communication.Fourth, improving communication skills to bridge the communication gap. Fifth,grasping communication opportunity to seize the hegemony. Sixth, expanding thecommunication channels to explore the international market.