| Due to the differences in the evolution of media forms,the media technology level,the media users and their methods,various types of international media have different communication capabilities.The imbalance of this kind of ability brings each country's media different discourse power,and affects the country's international image construction and international status.In the context of information globalization,the boundaries between internal affairs and international affairs have become increasingly blurred.The task of constructing international media discourse has gradually been raised to a strategic level worldwide.It is particularly important to explore the Chinese theory which is suitable for the construction of media discourse in China.This study is based on the above situation.First,this essay analyzes the essence of media and discourse power through literature review,and justifiably divides the media discourse into three dimensions: media content discourse,media technology discourse and media institution discourse.After that,it shows the state of the subject of our country's official and unofficial external communication media by using the interview method from the perspective of our communicators,then reveals the external communication effect of our country's international image by investigating foreigners using the questionnaire survey method from the perspective of foreign audiences.In this way,the present situation of the use of our country's media can be comprehensively learned.Based on this,the essay discusses the three dimensions which constitute the media discourse in detail,as a new perspective of this thesis.From these three dimensions,it probes into the problems facing the construction of media discourse in China.Through the analysis of cases,it is found that China's media content is in a weak position in the international communication process.In the field of media technology,China still lacks its own high-grade technology in the world,and the spread of Chinese technology abroad is faced with difficulties in breaking the barriers of media form.As for media institution,the lag of value construction in China's media institution and the absence of China's discourse status in international organizations restrict the development of China's media institutional discourse.Finally,in view of the above-mentioned problems in the development of media discourse,this essay pertinently argues that the content production of China's mainstream media should conform to the current international media context and strengthen the precise positioning and immersion of content.From the point of view of media technology,China needs to build the reputation of high-grade technology and innovate the media form that accords with the foreign users' habits.Furthermore,China should strengthen the self-confidence of values in the construction of media institution,and establish the media institutional discourse of Chinese Responsibility. |
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