A Study On The Foreign Communication Strategy Of Chinese Mainstream Media Podcast Accounts Under The Auditory Turn

With rapidly advancing in the new media age and Internet technology,various communication techniques have emerged.begun to appear.Information is produced in a pictorial way and disseminated in a visual way,and in the long run,the sense of hearing,which is also a sense of information reception,has become seriously imbalanced.At the same time,with the emergence of short videos and various new media,the information explosion and the influx of visual information have slowly weakened the status of the sense of hearing as a single information receiving sense,which has become an auxiliary to the optimization of the visual sense.In addition,technological developments have led to an increasing change in the medium of communication,and the issue of sensory imbalance has been discussed by scholars,including Mc Luhan,who have argued that the auditory sense is a form of communication that cannot be ignored.From the point of view of media application,it is also an irreversible trend that information reception is constantly shifting toward the auditory sense.Under this trend,APPs with audio as the main communication medium have emerged both at home and abroad,and people have started to consciously cultivate the ability to obtain information through hearing,so the ear has gradually become a way for people to know the world.While the public’s acceptance of this information dissemination method is increasing,China has also put forward a timely strategy of using various new media forms to strengthen its foreign communication capacity in the international communication arena,where the West has long been strong and the East weak.As a result,mainstream media have started to take the initiative to enter this field and try to better communicate with the outside world through the form of "podcasts".From the aforementioned backdrop,this paper has chosen the most emblematic Chinese mainstream media podcast account "Round table China" on the "Apple podcast" platform as the object of study.Using the case study method and nonparticipant observation method,we observe and analyze the 200 episodes of "Round table China " podcast account from March 16,2022 to December 20,2022 in terms of topic selection,content and account promotion,so as to consider the new path of mainstream media in external communication.As a representative program of Chinese mainstream media’s external communication,the study finds that the "Round table China" podcast account presents characteristics of authenticity,real-time and popularization in the overall communication strategy.The narrative is also different from the "grand and official" narrative logic of mainstream media in foreign communication.By operating in a more commercialized way,mainstream media can better meet the information receiving habits of users in foreign communication and reduce the rejection of the official identity of Chinese "mainstream media" by overseas people.This will,to a certain extent,alleviate the current difficulties faced by Chinese mainstream media in foreign communication and enhance the influence of China in the international discourse system.