Research On Media Diplomacy From The Perspective Of Three-dimensional Powe

The core of politics is power,which refers to the subject’s ability to achieve a certain goal or achieve a certain result in social relations,which is a kind of social relations.As a "subset" of the research scope of international relations and diplomacy,media diplomacy is inseparable from the interaction between subject and object,and it is also a part of politics.Therefore,media diplomacy is one of the fields in which power operates.However,most of the studies on the relationship between media diplomacy and power focus on the relationship between media diplomacy and soft power.Through theoretical research and practical cases,we can find that if we want to further explore and analyze media diplomacy,we need to take into account the more comprehensive relationship between media diplomacy and soft power and hard power.From the perspective of the three-dimensional view of power put forward by Lux,this paper examines the theory and examples of media diplomacy.In terms of structural arrangement,the article first specifically combs the relationship among diplomacy,public diplomacy and media diplomacy,and defines the concept of media diplomacy.Secondly,it interprets media diplomacy from the theoretical level.The first dimension power of media diplomacy refers to the material coercive force on which it depends,and the second dimension power of media diplomacy is the institutional power to realize agenda control.It corresponds to the first-level agenda setting of agenda-setting theory,while the third-dimensional power,as a conceptual shaping force,is closely related to the second-level agenda setting.Thirdly,media diplomacy is studied intuitively with specific cases.In practice,China’s media diplomacy in Africa has successfully transformed the material basis into material coercive power,proving the importance of the first dimension of power;the media diplomacy of the United States in the Russian-Ukrainian conflict comprehensively demonstrated the second dimension of power-agenda control.On the other hand,the international report on China in Le Monde of France fully interprets the third-dimensional power of media diplomacy,that is,the power of conceptual shaping.Finally,it uses the concept of three-dimensional power to analyze the current situation of China’s media diplomacy and draw inspiration from it.According to this power analysis framework,the first dimension power is the basis of media diplomacy,the second dimension power embodies the means of media diplomacy,and the third dimension power is the goal of media diplomacy.China’s media diplomacy must be omni-directional development,not only to consolidate the first dimension of power,but also to use the second dimension of power as a tool to achieve the improvement of the third dimension of power.Nowadays,the rise of the power of China’s media diplomacy is making great progress in the first dimension,and the external communication and influence of the mainstream media are expanding day by day,but the power promotion of the second dimension and the third dimension is still relatively slow.The specific manifestations are as follows: the Western media led by the United States occupies a monopoly position in the pattern of international public opinion and the strategic crackdown on China’s ideology by the United States and the West.Compared with the United States and the West,China’s media diplomacy still has a long way to go.In terms of management mode,operation mode and propaganda strategy,there are many places for Chinese media to learn from.China should transform the communication strategies,publicity and marketing methods of international first-class media into two-dimensional and three-dimensional power of media diplomacy,and play a more active,healthier and more favorable role in its interaction with the world.