从海外媒体对世博的报道看中国软实力的提升--以英美媒体为例

China's Rising Soft Power Reflected In Overseas News on Shanghai World Expo——Based on the Report from Britain and the United States

上海世博会引起以英美为代表的众多海外媒体的密切关注,相关报道总体呈现出客观性、个体性、多元性和冲突性。海外媒体眼中的中国国家形象仍然具有"混杂性"特征,这一方面反映出中国在西方人眼中的"刻板印象"出现缓和与变化的迹象,中国在国际社会建立话语能力的水平逐渐增强;另一方面反映出西方媒体对中国和平发展的担忧和顾虑。为进一步改善中国国家形象、提升软实力建设,新闻报道和舆论宣传引导工作应强化对重大事件的议程设置能力,促进与海外媒体的交流,加强互联网舆论引导,营造良好的国际舆论氛围,使软实力建设的相关举措实现正面效应。

Shanghai World Expo has drawn a great attention from the overseas media and there are many reports on it which are objectivity,individuality,diversity and inconsistence.This article makes a full review of the related reports represented by Britain and the United States.Though the report,China＇s national image is found to be miscellaneous.It reflects not only the stronger discourse power China has built,but also the worries on China＇s peaceful development from the west society.To promote China＇s national image and soft power,some suggestions are proposed：strengthen the agenda-setting ability,the communication with overseas media and the internet public opinion guide,so that we would create a favorable atmosphere of international public opinion.