Research On The External Communication Path Of The Media In The Construction Of "One Belt And One Road"

"The Belt and Road" Initiative,a cooperation concept put forward by Xi Jinping in 2013,aims to achieve "five links and three ties" and is the largest international cooperation platform of the 21 st century.In the report of the 19 th National Congress of the Communist Party of China(CPC),the "Belt and Road" construction was mentioned five times,especially the promotion of the "Belt and Road" construction and related contents were clearly written into the Party Constitution,which is sufficient to show that the "Belt and Road" is the largest international cooperation platform in the 21 st century."The Initiative plays a pivotal role in China's historical development in the new era." It has been seven years since the Belt and Road Initiative was launched,and while it has garnered the attention and support of many countries,it has also encountered some criticism and resistance from international public opinion,while history and current realities show that the media,public opinion and the right to speak out are indispensable factors in influencing a project and even the development process of a society.Therefore,it is not only necessary to promote the construction of economic and infrastructure "hard power",but also to complement it with cultural "soft power".To improve cultural soft power and international discourse right through the construction of the "Belt and Road",the first important thing is to improve the strength of media communication.Media communication is an important way to transmit information,increase trust and dispel doubts,and should be regarded as the key to achieve the sustainable development of the "Belt and Road" initiative.Therefore,focusing on the goal of promoting the sustainable development of the "Belt and Road" construction,this paper takes the Marxist concept and experience of external communication as the logical reasoning,and makes an analysis of the path of media communication and the mechanism of each element,the development history,as well as the existing problems and challenges,taking into account the current world situation and future development situation.It also proposes strategies for deepening and extending the path of external communication from the dimensions of communication subject,audience,content and mode of communication.These include:enhancing the explanatory power and discourse right of the "Belt and Road" external communication;conducting research on the audience of the "Belt and Road"communication;cultivating opinion leaders of the "Belt and Road".Set up topics to tell the "China Story";promote cultural and academic exchanges;emphasize the role of language in the "Belt and Road" external communication;and finally,promote corporate external communication.In addition,this paper also provides suggestions for enterprises on how to conduct crisis communication,taking into account the new coronary pneumonia epidemic.Based on the analysis of representative cases in the past seven years of the "Belt and Road" construction,this paper puts forward the above media communication path strategies,seeking to build a multi-dimensional and three-dimensional communication pattern,so as to improve the landing and reprint rates of communication content in the countries along the route and enhance the impact on the "Belt and Road"."Construction of favorable public opinion influence,promote the "Belt and Road" to go steady and far,deeper and more practical,so as to help build a community of human destiny and realize the great rejuvenation of the Chinese nation's Chinese dream.