Media Bias And Communication Dilemma:the Media Presenting The Chinese National Totem In The Mainstream Media In The West

This paper uses the multimodal discourse analysis path,through the"visual grammar" theory in semiotic analysis theory,from the western mainstream news media to the visual representation of China's national totem as an entry point to explore the media bias in Western society.Through this research,it is found that the external image of China's national image is under the influence of the "strong" and "superior" ideology characteristics of the Western media discourse system.Western mainstream magazines use different shapes and metaphors of East and West Dragons to try to present two cognitive modalities:First,China's international image usually uses the Western dragon image with obvious negative colors in the Western cognitive system to convey aggressiveness.Negative significance,such as barbarism and dictatorship;Second,the image of China in development,that is,the image of the Chinese dragon with a more emotional color,shaping the image of China with rapid development,constant problems,and contradictions.At the same time,Chinese dragons still appear in the cover picture with background or subsidiary,and most of their symbolic meanings still remain above the national significance level of the country.The role of constructing the national image is not prominent.In addition,according to the multimodal metaphor theory,under the broad social and cultural context of "Dragon is the representative of Chinese culture",with the great difference of the image of the dragon in the Eastern and Western civilizations,the image of "Dragon" is continuously realized.China's metonymy and metaphor process,in order to realize the concept of "dangerous China" and "declining China",re-constructing,distorting,demonizing and even demonizing China's national identity while deconstructing the positive image of the Chinese dragon,the image of China's national identity The external communication has far-reaching effects.The "Chinese Dragon" will be included in the official certification of the national logo for unified definition and dissemination;through the cultural output of film and television publications,strengthen the Western audience's intuitive understanding of the Chinese dragon;further discussion of the Chinese Dragon English translation standards is how China faces the world An effective measure to pass on the Chinese dragon and shape the image of a positive country.