Confucianism Cross-cultural Communication Based On Phoenix TV Research

Currently, Chinese media in intercultural communication cultural marketing still faces many social problems and the international image of cognitive problems, such as cultural development geopolitics and unity, along with problems as national-culture "going out" process challenge refers to western countries ideological thinking and, the barriers as to cultural recognition and cultural criticism under the circumstance of international-cultural communication pattern; These factors hamper the implement of national cultural industry development strategy both "going out" and "bringing in". Under the background pattern of the twenty-first century world cultural big changes and major adjustments, we put Confucianism into the context of global cultural exchange and communication, study and evaluate its real value, significance and impact, will be a new era in the Humanities Research, which has important practical significance to us.The soft power is a concept with Chinese characteristics meets the universal values and commonly accepted among countries’ mutual understanding. Confucianism is precious heritage and historical treasure of China, through baptism history and years passed, which has been enjoying a good fame at home and abroad. As for Confucianism, we have to absorb and inherit from the perspective of criticism, meanwhile, promote and advocate in socialism practice, to realize its real value as it should be. In the process of cross-cultural communication, TV media carried out the ideal of Confucianism in respect of program-making has been proved well. When it comes to media, the Phoenix TV, in the context of globalization, suggests the purpose of "the Chinese-oriented rule in the world", examines the world by Confucianism outlook and horizons, tightly connects the revival of Confucianism and personal efforts, all these above are aiming at spreading Confucianism and its traditional value and ideal, promoting Chinese traditional culture. The Phoenix TV accordingly has now been viewed as one of the most famous international media.The thesis previously walks along the historical trajectory from a macro perspective, to search the source of Chinese Confucianism cross-cultural communication and its developmental direction. Firstly, Confucianism cross-cultural communication is spread in the range of Japan of Southeast Asia, Korea and Singapore and with those geographic neighborhood countries and regions which have been in long-term harmony with our country. Followed by being spread with European and American missionaries, Confucianism has been introduced and brought to Europe and America. On the basis of diversity of cross-cultural co-existence in the new situation, the thesis highlighted the Confucianism global contribution seen as a universal global culture and looked forward to harmonious civilization in future.By analyzing case studies, we found that the spread of Confucianism of China’s Phoenix Media Group cross-cultural products currently shows the following characteristics:Firstly, cross-cultural products are highly specialized; Secondly, Phoenix TV has a wide range of channel resources to integrate and other means such as integrated marketing strategies; Thirdly, Phoenix media practitioners are mainly consist of domestic and overseas high-level talents, with high barriers to enter in and generally talents with high comprehensive quality; Finally, both a digital platform in the propagation distinctive brand image and a prominent theme of cultural products in highly correspond with Phoenix cultural and spiritual echoes. Further study revealed that in the international arena, Phoenix TV, in cross-cultural communication and cultural heritage of the Chinese tradition, there are still issues for domestic media group for further improvement and reform; it is worth the continent to learn from, as which played a leading and typical role in international media market.