| Relying on the characteristics of rare species and China's unique "panda diplomacy",the giant panda has gone global as a Chinese symbol.The presentation of its international image can reflect the face of China from different perspectives at home and abroad,including politics,economy,culture,national soft power and so on.In the path of international communication,the Chinese symbol is not only an important manifestation of the country's soft power,but also a key channel for the international community to understand China.With a strong international discourse power's reports on Chinese giant pandas,western media can directly affect the public's perception of both the giant pandas and China around the world.It also affects the communication environment of Chinese diplomacy and media organizations in western society.At the same time,it is about the international community's perception and interpretation of China's international image and national soft power.Looking back on historical trends,following the latest international situation,diachronically and longitudinally analyzing the presentation and evolution of Chinese giant pandas in western media can clarify the interactive relationship between the long-standing giant pandas and the development of Chinese and western societies.It can also help China to deeply explore the symbol of the giant pandas and explore the meaning behind the symbol of giant pandas and explore more possibilities for it to better represent China in the world and tell Chinese stories.Combining the development of Chinese and western societies and the current turbulent and uneasy international public opinion environment,this article uses the New York Times' s and The Economist's news reports on Chinese giant pandas as research samples,Firstly,with semiotics theory as the core,from the perspective of content analysis,it focuses on the presentation,meaning representation,and evolution of the giant pandas' images in western media reports from 1978 to 2020.Secondly,with framing theory as the core and visual communication theory as the auxiliary,from the perspective of framing analysis,it analyzes the ways and causes of the presentation and evolution of the image of Chinese giant pandas in western media reports in the past 42 years.Finally,according to the above analysis results above,a suggestion is put forward for China to optimize the international image of the giant pandas.The analysis found that the western media mainly presented the friendly messenger image,economic tool image,and Chinese symbol image of the giant pandas in their reports from 1978 to 2020.These three types of images run through and have characteristics of the times: the period of gifts to foreign countries and "rental" in1978-1992 focused on showing the friendly ambassador image of the giant pandas;early stage of international cooperation and protection in 1993-2007 focused on showing the economic tool image of the giant pandas;the mid-term of international cooperation and protection in 2008-2020 focused on showing the Chinese symbol image of the giant pandas.Further cause analysis,it is believed that the media can not avoid the shadow of Western ideology,the dual influence of national interests and foreign policy,the sense of crisis of western countries on China's economic rise,and the cultural pattern of strength in the West and weak in the middle affect the presentation and evolution of China's giant panda image from the perspective of western media.In view of the above conclusions,based on the current international situation and international public opinion environment,this paper reflects on the presentation and communication of China's giant panda international image,and gets some enlightenment: there are shortcomings in the international communication of China's media for the giant pandas,and the actual needs and shortcomings of the construction of the giant panda culture,and puts forward the optimization scheme of China's giant panda image presentation. |
PDF Full Text Request