中国国家形象建设和传播的历史回顾、现实考察与未来展望

Abstract:From the macro level，this paper reviews，summarizes and prospects the idea’s change and practice of China’s national image in the new century. After nearly 20 years of development，the construction of China’s national image has become an important strategic issue at the national level. And the basic idea of this national strategic issue has been gradually formed，which is about to build China into a “civilized country”，“great oriental country”，“responsible country” and “socialist country”. Around the idea，the overall objectives，key themes and strategies of China’s national image construction are put forward and analyzed preliminarily. In this paper，based on data from “Global Attitudes & Trends by Pew Research Center”，“BBC’s GlobeScan Survey” and “China’s National Image Survey”，we comb the history and reality of China’s image communication，and then reveal its existing problems. According to the above investigation and analysis，this paper also expounds the future challenges of construction of China’s national image，and puts forward some countermeasures to be implemented from four aspects：ideas and system；discourse system and content production；selection and combination of channels；establishment and implementation of effect-oriented.

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