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Indexed by:会议论文

Date of Publication:2011-01-01

Included Journals:CPCI-SSH

Page Number:331-336

Key Words:Mass media; Soft power; Resource development

Abstract:This paper looks at the relation between mass media and China's soft power and discusses the role of mass media in international competition for cultural soft power and the phenomena by tracing back from the definition and functions of mass media. In the paper, the author believes targeted communication strategy should be formulated and soft power resources suitable for Chinese cultural characteristics developed in light of the phenomena and characteristics of China's mass media. The following aspects should be taken into account: forming a long-acting foreign communication mechanism and a linguistic environment conducive to information transmission, formulate effective cultural communication strategy, embody the Chinese values in the communication process and establish Chinese communication strategy in international affairs.