The Strategy Of How Chinese Television From "Go Global" To "Get In"

It has been a long time for our country’s foreign propaganda. As one important platformto the foreign countries, the television media take the huge responsibility for the propagandafunction for a long period, so that it has formed heavy ideology futures. While with the times’changing and developing, the globalization and market environment become the dominanttrend of the world, under this condition, those propaganda methods which not prepared anyprice in the past are not proper. Especially when the effects of our country’s foreignpropaganda did not work well and many misunderstandings or distortedness be come out timeand again, we have to change the view to the foreign propaganda. We should change the “goglobal” policy into the “get into” strategy, pay more attention to the economic profit ratherthan consider the social effect only, make the broadcasting get more accurate target areas notsimple widely cover. That could be accord with the law of development of the global media,fit in the market norm, thus it can be accepted by foreign audience and the native content willbe communicated all over the world. Furthermore, the foreign audience will recognize a real,objective, friendly and charming China, that could create a more favorable and friendlyentertainment for our country’s further development and powerful.At the base of the fore research on foreign propaganda and television “export project”,this thesis analyzes and discusses the situation of our country’s foreign propaganda export arenot really accepted by foreign audience from the point of market environment, and accordingto the developed countries’ experience put forwards some suggestions to solve the existingproblems. The main research methods in this thesis include article analysis, induction,example of case, comparison, etc. It tries to supply some thoughts and methods about market,financial operation and commercial management, in order to make our foreign propagandamore effective.