Research On The External Communication Of Shandong Image In A New Era Of Socialism With Chinese Characteristics

The entry of socialism with Chinese characteristics into the new era marks a new historical direction for China's development.Looking at China's external communication work in this context,the author believes that China's external communication has officially entered the "3.0 era",which means that China's external communication career is facing new requirements,new challenges and new opportunities: conveying a good Chinese voice and telling a good Chinese story is a new requirement;a new round of "Chinese threat theory" is making a comeback,the public opinion environment is becoming more diversified and complex,and the external communication is facing a new challenge of transformation "pain";"One Belt,One Road",building a community of human destiny and other innovative new international order is a new opportunity.In this context,building a good international image and enhancing international discourse are issues that China and its cities must face in the new era.Openings is sponsored by the Director of the Information Office of the Shandong Government and is the only bilingual Chinese and English periodical on foreign affairs in Shandong.The magazine has been published for more than 30 years,is a witness to the development process of reform and opening up of Shandong,and plays an important role in the international dissemination of the image of Shandong.At the same time,the magazine's cover story,which is a combination of high-quality cover images,powerful cover words and in-depth and detailed features,is what the magazine expects to guide observers to prioritize and focus on,providing an authoritative interpretation of official discourse for audiences at home and abroad who are in need of information on important matters in Shandong.In this study,the cover stories of 405 issues of Openings magazine from 2012-2019 were constructed by category according to the number of stories,art style,visual content description of the cover,cover with words,core events of the story,issue attributes of the story and other cover story elements.After combing through the cover story of Openings,we uncovered the elements of the image of Shandong that the magazine wants to present;then,through quantitative content analysis and qualitative textual analysis,combined with Zang Guoren's theory of "three levels of framework",we analyzed the image of Shandong constructed by the cover story of the magazine at three levels of framework.The author discusses the low(Chapter 1),middle(Chapter 2),and high(Chapter 3)levels of Shandong image framework constructed by the magazine,and how the framework is constructed by turning the relational discourse and explaining the reasons behind it;finally,he proposes four ways to solve the dilemma faced by the magazine in the process of external dissemination of Shandong image(Chapter 4).The research design and findings of each chapter are as follows.The introductory part includes the research origin,the core concept of the research,the overview of domestic and foreign research,the research design,the research difficulties and innovation points of the five main parts,to explain the background of the research.The first chapter is a feature analysis of the cover story of Openings.This part is mainly a low-level operational level framework analysis of the image of Shandong.The author has conducted a quantitative content analysis from the three aspects of the magazine's comprehensive cover story: photo elements,textual elements,issues and events.It is found that the magazine has a tendency to select high-definition exquisite aerial panoramic photography,the landscape elements presented in the magazine tend to select leisure landscape,sea and lake landscape and urban landscape,while the iconic elements of Shandong tend to select humanistic symbols,and the most common is the visual symbols of Confucian culture;the most common expression of the words on the cover is the short sentence of "A's B",the language style sloganization tend to be obvious;humanities and history,economy and science and technology,as well as provincial and municipal development planning are the most concerned topics of the magazine.The second chapter constructs the image of Shandong for the cover story of Openings.This part is mainly an analysis of the hierarchical empirical orientation framework in the image of Shandong.This chapter combines the text content of the magazine cover story and the relevant Shandong current affairs history,and elaborates the seven medium-level empirically oriented frameworks constructed by the magazine cover story,namely,"Building a culturally strong Shandong","Happy Shandong","Promoting the coordinated development of various regions of Shandong","Building an innovative Shandong","Building an agricultural Shandong","Building a brand strong Shandong" and "Building an open Shandong".These seven medium-level frameworks jointly point to the "construction of a new era of modern and strong province of Shandong" this high-level definition framework.The third chapter defines the framework analysis for the cover story of "Towards the World",Shandong image.This chapter explores how the high-level definition framework is presented and the motivations for presenting it through the two dimensions of text analysis and attribution analysis.The author found that the way of high-level framework composition is that the cover story as an actor adopts the "problem→turn" turning relationship discourse to make the observer generate the cognitive framework,i.e.,the negative previous event is led to the positive main event through the "although there is a problem,but actively solve the problem" type discourse,in which there are three levels of turning relationship: strong turning,medium turning and weak turning.It was also found through attribution analysis that the high level framework presented in the journal is the result of the interaction of actor tension,observer tension,and era-demand tension.Chapter 4 is an analysis of the dilemmas and resolution paths of external communication for the cover story of Openings.The chapter pointed out that Openings faced the dilemma of mismatch between the power of discourse and the power of discourse in external communication,and that the weak power of discourse obviously constrained the construction of the image of Shandong,the magazine should change from "grasping the power of discourse" to "enhancing the power of discourse".The specific solutions are: first,to reconstruct the discourse system and open up the "discourse stream";second,to integrate multiple media and commercialize the mode of communication;third,to extend the main body of communication and build a discourse alliance;fourth,to improve the discourse strategy and innovate rhetorical expression.The last part is the conclusion.To summarize the findings of this study and to point out the remaining shortcomings of this study.