Yao Zhanxin
Pew Research Center, from February 14 to March 3 last year, conducted a China favorability survey of 24,525 people around 19 countries around the world.The results showed that as high as 68%of China ’s negative views, Greece, which has increased significantly from previous years, and has always maintained a good relationship with China, 56%of people have a negative view of China.From 2021 to 2022, the Chinese people are highly confident in the high point of China's epidemic prevention model and institutional model. The Chinese media publicly propagate the superiority of epidemic prevention brought by the Chinese system.However, from the results of rising negative views, this propaganda is invalid or even counterproductive.
The hardware of the Chinese media today is not comparable to the Western first -class media, but even the positive reports of the tiring articles have not played a due role.China's international image is still shaped by Western media.
The Chinese media cannot tell the position of "Chinese Story" and the positioning of the media.Western media certainly have positions, but no one denies the independence of Western media.The Chinese media is called "the news of the party and the government", and it is the "official media". Its first role is the news publicity authority, and then the information media.Therefore, in foreign reports, the discourse system, report style, and thinking framework are inevitably applied.Even forums or dialogue programs lack the confrontation of diversified views, and the policies issued by the government are completely interpreted from positive.For Western audiences who are accustomed to exposing and investigating reports, this kind of news communication has neither penetration and lack of credibility, but has confirmed the negative image of China shaped by Western media.
Secondly, the international communication of Chinese media has problems with language conversion and cultural docking.The cultural background and thinking model of overseas audiences have significant differences with China. If the Chinese media have copied the domestic discourse system to spread, it is impossible to tell the story of Chinese stories.For example, the "community of human destiny" strongly advocated by the Chinese government and the media, people who understand Chinese or people with a Chinese cultural background can be understood at once.However, in English translation, whether it is "Common Destiny" or "Shared Future", neither makes Western audiences understand as people with a Chinese cultural background.
Three, the Chinese media's agenda settings in international communication are too many promotional types, and the propagation type is too small.The right to know is the basic human rights. It is the most important job of the media to report what the public wants to know in the fastest time.The indifference to the right to the public in the agenda is an important reason for the lack of ability of the Chinese media to spread.China's epidemic prevention model suddenly shifted from "clearing" to "coexistence". In the first 20 days, China's international media and English websites did not publish and analyze any experts and scholars.Major achievements in epidemic prevention.
From the above analysis, we can see that if the Chinese media wants to tell the Chinese story, it must be transformed from a propaganda tool to the information dissemination tool;EssenceNegative news reports do not necessarily bring negative communication effects. Like the Washington Post's exposure to the Nixon water door incident, it actually enhances the image of the United States.Positive news reports do not necessarily bring positive communication effects, and sometimes it brings negative effects.
The author is a Liaoning educator, once taught in Singapore
