| People Daily(Overseas Edition)(hereinafter referred to as Overseas Edition)was founded since the reform and opening up period.As both a national media for publicity and as an overseas Chinese Media,it has witnessed the social changes in China all the while.Overseas Edition,with its several revisions over almost forty years,has represented different characters in media coverage during different periods.A case study on reports of “made in China” on Overseas Edition from July 1985 to July,2017 was conducted hereby in this paper.633 news reports were extracted,and divided into four development periods after being read through.Discourse analysis was performed mostly for these four periods to locate the relationship between the news reports and social changes.Teun A·Van Dijk's discourse theory and Norman Fairclough's three-dimensional discourse theory of “text-discourse practice-social practice” were adopted in this paper.First of all,reports on “made in China” were generally arranged at a macro-level and micro-level both for further analysis with the following findings: The amount of reporting kept in balance with themes focused technological innovation,and pages of reporting were mainly on the front pages for news styles as majority,whose figures of speech and presentation styles were vivid in ever-increasing manners.Reporting subject diversity was studied in discourse practice analysis on one hand.Discourse was constructed under some social context,and reports shall be adjusted according to social attributes,state's position,and the communicator's intention along with the audience demands.Relationship between social changes and report changes was located in social practice analysis on the other hand.The mutual construction between discourse changes and social changes is reflected by economic prosperity,multiculturalism and media convergence,which served as material security,spiritual strength and technical support for discourse presentation in overseas edition.As the research indicated,news reports of overseas edition presented the social meaning and influence of “made in China”.Meanwhile they also presented the recognition and attention of Chinese products and images for this international audience.This shall not only enhance economic,culture and medium cooperation among different nations,but facilitate the realization of Chinese Dream,as well as the international peace and development.Then based on the research above,it has been ascertained that overseas edition represented differentcharacteristics from these four development periods for reports on “made in China”,and synchronous changes were sensed as social changes appeared: concerns for overseas readers are increasingly stronger,with cultural immersion oriented and more diversified narrative approaches.For the time being,overseas Chinese medium play a vital part in shaping the national image and promoting voice of China worldwide.The writer thinks further about the international communication and development of the overseas Chinese medium: firstly to provide diversified quality reports to cater to different audiences for their information needs and even higher level needs;secondly to allow news medium to converge and develop for more direct experience;then to enhance cooperation with international mainstream medium and to build up an exchange platform for share,so that good inter flow shall occur among every platform.Therefore,good narration of Chinese stories and propagation of Chinese voice with insistence on China's position and attitude for the purpose of communication impact reinforcement,and actively shouldering more social responsibility for medium shall be of significance to international Communication development. |
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