Paths To Improve The External Communication Effect Of China’s National Image: A Perspective Of Political Persuasion

The national image of a country is an important part of the country’s comprehensive strength.China has always attached great importance to the external communication of the country’s image.However,despite a lot of investment,it is always in a state of "talking with ducks and chickens".The problem of the audience’s unwillingness and inability to listen is prominent.The political prejudices held by some foreign audiences have also seriously affected the spread of the country’s image.Regarding how to improve the effect of China’s national image dissemination,although the academic circle has achieved a lot of results,it seems that it has not given a strong answer."Persuasion" studies “attitude change”,which has been widely concerned by scholars in the fields of political campaigning,advertising and marketing,and psychological experiments for a long time.Extending relevant theories in this research field to national image communication activities may establish a feasible theoretical framework for effectively improving China’s national image.Aristotle’s "Rhetoric" is recognized as the earliest work on persuasion in the West,which leaves us with a lot of practical wisdom on persuasion.Hovland and Cartwright are the founders of modern Western theory of persuasion and communication.Their behaviorist research has enriched the theory of persuasion and has achieved rich results in the micro-technical level of persuasion.However,this kind of research has a significant behaviorist psychological bias,and most of them do not care much about the political attributes of political persuasion,and rarely question the political value and political ideas behind the persuasion.The ideological and political persuasion of Marxist parties can make up for this shortcoming.In the process of carrying out ideological and political work,the mass line has achieved the unity of the construction of credibility and the consistency of interests,so it can play a huge political effect in an ideal state.From the comparative study of several communication cases,it is not difficult to find that the statement of consistency of interest is an important condition for persuasion,and when the political expression of the national image communication content is too prominent,it may weaken the communication effect."Chinese National Image Promo: Characters" played 59 cross-field elites and celebrities to create the overall image of the "Chinese" by scrolling the screen,in order to achieve the "self-interest" communication effect,but it failed to achieve the ideal feedback of.At the first Asian-African Conference,the policy of seeking common ground while reserving differences successfully reversed the negative atmosphere of the Bandung Conference and was of great significance to improving the country’s image in the early days of the founding of New China.The principle of seeking common ground while reserving differences is not only in line with the principle of altruism,but also in line with the "three appeals to rhetoric" proposed by Aristotle.The case of panda diplomacy has both success and criticism.In this case,the political nature of the spread of the national image can be hidden.Of course,the effective use of other persuasion methods can also improve the effect of communication and achieve the purpose of persuasion.In general,from the perspective of political persuasion theory,there are several ways to improve the external communication effect of China’s national image: attach importance to the construction of credibility in the process of external communication;formulate a scientific and reasonable external communication strategy to build supportive persuasion Context;Strengthen the consistency of the discourse of foreign dissemination.In addition,in order to effectively improve the spread of China’s national image,the top-level design must also be strengthened.