On The Development And Communication Strategies Of China’s English International Communication Periodicals

The new world-wide revolution represented by information technology today has connected most of the countries in the world more tightly than ever. Therefore, a sound international opinion environment is playing an increasingly important role in the development of every single country, as it may help the country gain better result with less cost in development.With dozens of years’efforts, China has accomplished a basic international communication structure with increasingly rich media products.However, the global image and influence of China is still limited compared with what China has achieved in economic development.As one of China’s major international communication channels in the past dozens of years, China’s English international communication periodicals have made great contribution to establishing a good image of China in the world.The study will focus on China’s English international communication periodicals represented by "China Today". Analysis will be done on the development of China’s English international communication periodicals and its communication strategies by ways of document analysis, case study, content analysis and in-depth interview. The study aims to conclude the successful strategies and defects in the development of China’s English international communication periodicals, and to discuss about the possible effective international communication strategies that can be used today.The major conclusions of the study includes:the development and the communication strategy adjustment of China’s English international communication periodicals is influenced by state policy, international environment, technical development and the media characteristics comprehensively.The periodicals still enjoy the state’s support today, and is witnessing an increasing number of potential readers with the enhancing nationhood of China. However, it still hasn’t won high acceptance and trust degree among its target oversea readers. And the traditional communication form as periodicals is facing unprecedented challenges, when facing the fast development of new media technology.In spite of that, some of the communication strategies used by "China Today" may still work for international communication today. That includes balancing the propaganda needs and reader’s interest, mingle the ideological differences by keeping multicultural reporters and editors, as well as exploring new media reporting ways while keeping the traditional periodical work.