This book is one of the results of the major project of the National Social Science Foundation of China "Research on the Soft Power of China's Foreign Communication Culture" (project number: 08&ZD057). The important concepts in "Research on China's Foreign Communication Cultural Soft Power" are soft power, culture and cultural soft power. Since they are defined in various writings, it is necessary to define them in this study in order to clarify the scope of the study. "Soft power" is not a modern realization, it has existed since ancient times. However, "soft power" as a concept was systematically proposed and studied in the 90s of the 20th century. Joseph Nye, Chairman of the National Intelligence Committee and Assistant Secretary of Defense in the Clinton administration, since 1990; Later dean and professor at Harvard University's Kennedy School of Government) proposed the concept, research on soft power has emerged, making the concept a popular term today. Joseph Nye believes that a country's comprehensive national strength = hard power + soft power. "Soft power is the ability of a country to obtain the desired benefits internationally through internal attraction", and soft power refers to the ability to achieve the desired purpose or effect by attracting rather than exerting pressure (e.g., military, economic pressure) or favors (e.g., economic, financial, material assistance). "Soft power" mainly includes three layers of national political values, military policy and cultural attractiveness. 3940935 cultural soft power = cultural attraction, what is cultural attraction? The first thing to determine is culture? Among the many definitions of culture, we adopt the definition of culture contained in the Universal Declaration on Cultural Diversity (adopted by the 185 participating Member States of UNESCO on 2 November 2001): "Culture should be regarded as the sum of the different characteristics of the spirit and material, the intellectual and the emotional characteristic of a society or a social group." In addition to literature and art, culture includes lifestyles, ways of living together, value systems, traditions, and beliefs. This definition not only highly summarizes the meaning of culture, but also points out the elements of culture more specifically. What is cultural attraction? It mainly refers to the attraction of cultural elements to people. Cultural elements can also be subdivided into beliefs, values, morality, customs, ways of thinking, language symbols, non-verbal symbols and other aspects of people's attraction, among which the most important thing that reflects cultural characteristics is language symbols and values, especially the values that can be accepted by people in all countries are the most important. The relationship between culture and soft power can be summarized as follows: culture is an important part of soft power, but not the whole source; Not all elements of culture can be translated into soft power. Joseph Nye's definition of what makes culture attractive to other countries is very clear: "Countries with the potential to acquire soft power include: the dominant culture and ideas of that country are closer to universal global norms (currently emphasizing liberalism, pluralism and autonomy)"; He repeatedly reaffirms the object-oriented dimension of soft power, namely: "Soft power varies depending on the audience... American individualism may be rampant in Latin America, while at the same time it is seen as bohemian in some Middle Eastern countries. Although the concept of "soft power" has been extended by many scholars (especially Chinese scholars), it has become a high-frequency term used in many fields such as foreign communication, international politics, diplomacy and management. But it is still not out of the basic category of its real formative period, and Joseph Nye's ideas about "cultural soft power" have international political overtones, including the meaning of using culture to "control" other countries. This runs counter to the current trend of the times that advocates the coexistence of diverse cultures in the world, and has been criticized by scholars. After the end of the Cold War, the pattern of international communication culture was characterized by: the establishment of the World Trade Organization, cultural products were included in the scope of WTO management, and culture was becoming an industry; As the most developed information society in the world, the United States has rapidly expanded its cultural power, showing a trend of trying to dominate the world; The United States is transplanting its own culture and ideology into the consciousness of other countries by controlling the world's film and television screens, and the world's cultural diversity is threatened like never before. This led to the adoption of the Universal Declaration on Cultural Diversity by UNESCO in 2001, facilitated by France and Canada, and the International Convention on the Protection and Promotion of the Diversity of Cultural Expressions in 2005 (which entered into force in spring 2007). One of the principles set out in the two international documents is that "cultural diversity is as essential to human society as biodiversity is to the biological world." Members of the international community should share the responsibility for preserving the world's cultural diversity. The defence of cultural diversity is an obligation that is inseparable from respect for human dignity. "An increasing number of States have signed the Declaration of Human Rights, adopted in 1948, and subsequently the International Covenant on Civil and Political Rights, as well as the International Covenant on Economic, Social and Cultural Rights; If this indicates that the basic norms of the constitution of human society are universally accepted by humankind and that human rights have finally become a universally recognized universal value, the adoption of the Universal Declaration on Cultural Diversity and the entry into force of the International Convention on the Protection and Promotion of the Diversity of Cultural Expressions reflect a new understanding of the norms governing intercultural relations in the international community and become universal values. This means that Western cultural centrism, which has lasted for more than five centuries since the Discoveries, has lost its legitimacy in international law in the international community. In this international context, Joseph Nye's theory of cultural soft power has been criticized. Nye is a scholar of international politics, and his theory of soft power belongs to international political theory. The concept of power has always been one of the most important concepts in international politics and the starting point for the thinking of various schools of thought. In the field of international politics, the basic meaning of power is a kind of "control". As Morgenthau said: "Power can be anything that establishes and maintains man's control over man... It can range from material violence to the most subtle psychological restraints through which one mind controls another. This meaning of "control" has attracted criticism from humanistic scientists. They believe that Joseph Nye's advocacy of soft power and hard power is ultimately only from the standpoint of international politics, and is something constructed as a US world strategic theory, just a political theory that tries to maintain and enhance US world hegemony. Tu Weiming, a professor at the Department of East Asia at Harvard University in the United States, said, "I basically do not accept the concept of 'soft power', or I am very sensitive to the concept of 'soft power'." What is the reason? Because Soft Power was proposed by Joseph Nye, president of the Harvard Kennedy School of Government, I know him well. He basically made this point of view to consider how the United States could maintain its superpower status internationally, in addition to military, political, and economic, but also cultural. And this cultural power is soft power. Since the concept of soft power was introduced, there has been a sense of threat in Europe, Japan and Southeast Asia. Now China's economy has also risen, politics has also risen, and now there is still a power that has not been exerted to exert our soft power. This formulation easily provides an excuse for the makers of the China threat. I disagree with the soft power view, I think there is another view, and the time is ripe – a dialogue of equality and reciprocity of real core values 3940936. Japanese scholar Ho Aoki said, "To be honest, I am opposed to using political and strategic discourse to interpret culture, or I should say that I am more advocating not politicizing culture." Culture should be discussed far from politics and strategy. Therefore, in order to explore cultural issues in today's world, I think it is first necessary to separate the political and strategic background of soft power, and replace the term "soft power" with the power of culture and the degree of charm of culture. Because for the multicultural world, the soft power pursued, summed up in one sentence, is the charm of culture." "Soft power is ultimately a theory of power, and behind it there is also a theory of political and economic power expansion. Today, when interdependence and countries are becoming more and more closely interconnected, the hegemonic expansion of one country will not only fail to form a world order, but will also disrupt it to a large extent. We want a world in which through contact, exchange, and integration between different cultures enhances the cultural power of each country, prompts them to exert each other's cultural charm, and helps people live and work more fully 3940937." Professor Le Daiyun of Peking University, a Chinese scholar, said: "The so-called soft power theory of the United States with cultural attraction as the core is not concerned with the mutual attraction and common development of different cultures, but the suppression, conquest and annexation of other cultures in order to maintain the cultural hegemony of their unilateral rule." Chinese culture, with its long history, should certainly greatly develop its own cultural appeal and make it one of the driving forces for the development of global multiculturalism. Depending on the purpose, there are different ways and means of constructing cultural appeal. "3940938 our government has repeatedly affirmed that China will not seek hegemony when it is underdeveloped, and even if China is developed, it will not seek hegemony and will never seek hegemony. Therefore, the purpose of improving China's soft power in cultural dissemination to the outside world is to follow the principles stipulated in the Universal Declaration on Cultural Diversity and the International Convention on the Protection and Promotion of the Diversity of Cultural Expressions, promote cultural exchanges with other countries in the world, and enhance the attractiveness and "charm" of Chinese culture, rather than "control" over other countries. We should strive to build a multicultural and harmonious world and promote peace and development of human society, rather than seeking cultural dominance in the world. As Mr. Fei Xiaotong said, China and other countries are culturally "each with its own beauty, the beauty of the beauties, the beauty of the United States, and the unity of the world", which is the essential difference between us improving China's soft power in foreign communication culture and Nelly's improvement of the soft power of American culture. Carrying out research on China's soft power in foreign communication culture has important practical application value and academic value. In 2007, General Secretary Hu Jintao pointed out in his report to the 17th National Congress of the Communist Party of China: "It is necessary to adhere to the direction of progress of advanced socialist culture, raise a new upsurge in socialist cultural construction, stimulate the vitality of national cultural creation, and improve the soft power of national culture", "strengthen foreign cultural exchanges, absorb the outstanding achievements of civilization of various countries, and enhance the international influence of Chinese culture". It shows that China has taken improving the soft power of national culture and enhancing the international influence of Chinese culture as a major strategic goal of national development. Specifically, there are four main points in studying how to improve the application value and academic value of China's soft power of foreign communication culture: First, this is the need of China's national policy of peaceful development. At present, China's economy is developing rapidly, which has caused some foreigners to have misgivings, mistakenly believing that China, like the imperialist powers that have risen in history, will inevitably seek hegemony after becoming strong. The emerging theory of the China threat in the international community is a manifestation. Only by strengthening the dissemination of Chinese culture to the outside world, letting foreign people understand the character, values and concepts of Chinese, and believing that China will not take the road of military expansion, can we dispel their misgivings, enhance China's national image and international affinity, expand the international influence of Chinese culture, and enable China to win greater initiative in fierce international competition, so as to create a good international environment for China's sustainable development and promote world peace and development. Second, this is the need to change the serious "overreach" of China's trade in cultural products. In the past 30 years of reform and opening up, China's cultural soft power has been enhanced, and China's external communication has made considerable achievements. However, compared with the rapid development of China's economy, the development of China's soft power in foreign communication culture is relatively lagging behind. According to UNESCO, in 1980, 1994 and 1996, 22,415, 28,642 and 36,528 English works were translated into other languages. During the same period, the number of Chinese works translated into other languages was 187, 187 and 247 respectively, accounting for only 0.83%, 0.65% and 0.68% of the former. Therefore, studying China's soft power in spreading culture to the outside world is the need to change the serious "super-entry" of China's cultural product trade. Thirdly, this is the need to strengthen and improve our external communication. At present, many Western people's knowledge and understanding of China still comes from Western reports and descriptions. After the March 14 incident in Tibet in 2008 and the July 5 incident in Xinjiang in 2009, they became the focus of global media attention, and some Western mainstream media carried a series of distorted reports. These reports violate the principle of truthfulness, distort the facts, confuse the public, create a passive situation in our country on the Tibet and Xinjiang issues, and still turn a deaf ear after the Chinese media disclose the truth of the incident with facts. This shows that our soft power in external communication culture is not strong enough. The mechanism, input and strategy problems in China's external communication all need to be improved. International communication is a kind of cross-cultural communication, this project strives to explore China's external communication from a variety of theoretical perspectives such as cross-cultural communication, combined with China's main external communication media and non-governmental exchange activities, which will help to further improve the effect of China's external communication and exchange. Fourth, it contributes to the development of cross-cultural communication theory. After intercultural communication was introduced from the United States in the late 80s of the 20th century Chinese mainland, it has developed mainly in the field of cross-cultural communication between China and the United States, but the corresponding research fields in China and other countries or other large cultural groups are very weak. According to the research on the development of cross-cultural communication in China in the past 10 years, cross-cultural communication research in many fields is blank. 3940939 communication scholars who understand cross-cultural communication theory, few are proficient in languages other than English, and scholars who are proficient in other languages do not have a deep understanding of cross-cultural communication theory, so this research project is conducive to the multidisciplinary and multilingual cross-development and innovation of cross-cultural communication theory. From the multidisciplinary perspectives of international communication, cross-cultural communication and international relations, this project will promote the development of cross-cultural communication in China. At present, there are some literature on China's soft power in spreading culture to the outside world. Foreign scholars generally pay more attention to the possible consequences or impacts of China's improvement of soft power on the international pattern and the development of various countries. In 2006, Joseph Nye wrote in the Wall Street Journal "The Rise of China's Soft Power." On May 18 of the same year, Esther Pan published an article in Foreign Affairs magazine titled "China's Soft Temptation", predicting: "Today, your children wear Chinese clothes and play with Chinese toys. It is not difficult to imagine that they will listen to Chinese pop music and like Chinese movies in the near future"; Under the influence of a zero-sum game-like mentality, Pan concluded that "as the United States loses its international standing, China is trying to replace it." American scholar Joshua Kurranzik in the book "Glamour Offensive: How China's soft power changes the world" in detail sorted out how China's soft power has had an impact on the development of Asia and even the whole world, from Nye to Kurlanzik, the American academic community is more and more enthusiastic about the development of China's soft power, and many people have even expressed concern, becoming a new "China threat" style argument. Domestic scholars are generally concerned about how to improve China's cultural soft power. In China, how to develop soft power, especially the external dissemination of cultural soft power, has become a hot topic in the academic circles. In the article "Carrying out Research on "Soft Power" and External Communication", Shen Suru put forward several urgent problems to be solved in China's external communication: (1) mechanism issues, including the mechanism research of 18 types of external communication media such as foreign news, international broadcasting, satellite television, and network communication; (2) input issues; (3) Strategic issues, including coping strategies for negative publicity, hierarchical coping strategies, and strategies to maintain balance. Ming Anxiang considers the two concepts of cultural soft power and external communication together with the rise of China, and believes that Chinese culture has great potential, and the key is how to communicate it to the outside world; Both are important for our country to gain a place in a globalized environment. The projection of 3940940 cultural soft power is a communication process, and it is a kind of cross-cultural communication in external communication, so it is closely related to a branch of communication - cross-cultural communication. In the United States, cross-cultural communication studies mainly study the communication between individuals from different cultural backgrounds, and the literature on the issue of national soft power from the perspective of cross-cultural communication has not yet been seen. In the study of cross-cultural communication (or intercultural communication) in China, although there are articles on the influence of culture, national image, and cultural imperialism, there are few research literature on the soft power of foreign communication of culture. In summary, as far as the preliminary review of the research group is concerned, we have not seen the literature systematically studying the problem of external communication of cultural soft power from the perspective of cross-cultural communication. Therefore, the "new growth point" of this project is to study the soft power of foreign communication culture from the perspective of cross-cultural communication. Under the guidance of the scientific outlook on development, the theory and policy of improving China's soft power in foreign communication is a topic of great significance, but there are not many direct studies and systematic theoretical research is relatively lacking, so it is extremely necessary to explore and innovate. "Research on the soft power of China's foreign communication culture" is a research project of great significance and grand research content, in order to successfully complete this topic, it is by no means one or two experts who can competent, and a strong research team is required, listing topics, and division of labor. Guan Shijie, professor and doctoral supervisor of the School of Journalism and Communication of Peking University, is the chief expert of this project. The project is divided into 14 sub-topics, each sub-topic and the leader is: Sub-topic 1: Research on the Soft Power Pattern of Global Culture. The person in charge is Chen Kaihe, associate professor at the School of Journalism and Communication, Peking University. Sub-topic 2: U.S. Audience Analysis and Comparative Studies of Chinese and American Cultures. The person in charge is Guan Shijie. Sub-topic 3: Audience Analysis in India and a Comparative Study of Sino-Indian Culture (I), Case Study of Communication Channels in India (Part II). The person in charge is Professor Shang Huipeng of the School of International Studies, Peking University. Sub-topic 4: Russian audience analysis and comparative study of Chinese and Russian culture (I), case study of communication channels in Russia (Part II). The person in charge is Professor Li Wei of the School of Foreign Chinese of Peking University. Sub-topic 5: German audience analysis and comparative study of Sino-German culture (I), case study of communication channels in Germany (Part II). The person in charge is Associate Professor Wang Yihong, School of Humanities, Graduate School of Chinese Academy of Sciences. Sub-topic 6: Japanese audience analysis and comparative study of Chinese and Japanese culture (I), case study of communication channels in Japan (Part II). The person in charge is Associate Professor Liang Yunxiang, School of International Studies, Peking University. Sub-topic 7: Overseas Chinese Audience Analysis (I), Research on Chinese Television External Communication (Part II). The person in charge is Li Yu, editor of the news editorial department of CCTV International Channel and doctoral student of the School of Journalism and Communication of Peking University. Sub-topic 8: CCTV-9 external communication research. The person in charge is Dr. He Mingming, CCTV. Sub-topic 9: Research on the external communication of social networking sites. The person in charge is Professor Yang Boyi from the School of Journalism and Communication of Peking University. Sub-topic 10: Research on China's six major external websites. The person in charge is Associate Professor Hu Yong of the School of Journalism and Communication of Peking University. Sub-topic 11: Xinhua News Agency's external communication research. The person in charge is Professor Xu Hong from the School of Journalism and Communication, Peking University. Sub-topic 12: Research on external communication of book publishing. The person in charge is Professor Xiao Dongfa from the School of Journalism and Communication of Peking University. Sub-topic 13: Confucius Institutes and Non-governmental Communication Research. The person in charge is Professor Guan Shijie. Sub-topic 14: Strategic Research on China's Soft Power in Communicating Culture to the Outside World. The leaders are Professor Guan Shijie and Professor Cheng Manli from the School of Journalism and Communication of Peking University. The basic content of this research project is: starting from the study of the global cultural soft power pattern, investigating the current situation of people's attitudes towards China's cultural soft power in the United States, Russia, Germany, Japan and India, discussing the basic theories of cross-cultural communication between China and foreign countries, applying the theoretical research results to the research of typical communication channels of China's foreign communication cultural soft power, and providing countermeasures and strategic suggestions for improving China's foreign communication cultural soft power. The overall research framework, logical ideas and sub-project leaders are shown in Figure 1. Figure 1 Overall research framework, logical ideas and sub-project leadersThis research involves many research fields, and different research methods are proposed according to different research contents. This project intends to adopt a combination of quantitative and qualitative methods, mainly including literature method, questionnaire survey method, expert in-depth interview, focus group, content analysis method, case study, comparative research method, fieldwork method and establishment of communication model method, etc., combining theoretical research with empirical analysis, comparing domestic research with foreign research, and adopting methods and principles of communication, sociology, international relations, psychology and other related disciplines. From the perspective of cross-cultural communication, this paper conducts in-depth and systematic research on improving the soft power of foreign communication culture. The proposed research methodology is applied in each sub-topic according to the research requirements. The focus of this project: On the basis of systematic and in-depth investigation and research, demonstrate and explore theories to implement the scientific outlook on development, improve the theory and policy of China's soft power in foreign communication culture, and carry out comprehensive experimental research. Difficulties of this topic: This topic involves audience research and effect analysis in different countries, so the grasp of these two issues has become a more challenging task and is the main difficulty of this topic; Field research in the target country will encounter more difficulties; It is difficult to organically combine cross-cultural communication theory and media special analysis and countermeasures. The innovation of this topic: the first large-scale field investigation on China's external communication of cultural soft power in five countries; Theoretical innovation in the research of China's foreign communication culture soft power through scientific methods; creatively combine the theory of cultural soft power in external communication with the practice of external communication; Propose means of monitoring the effect of foreign cultural communication; Put forward strategies and countermeasures to improve China's soft power in foreign communication culture. The main features of this project: cross-cultural communication, international relations, journalism and other interdisciplinary means, multi-language mutual assistance, academic, industry and political circles multi-department cooperation, focusing on media, books, audio-visual copyright trade and teaching Chinese as a foreign language and other communication channels, on this basis, this project combines theoretical analysis and empirical research, through comparing the cross-cultural differences between China and foreign countries, discusses the basic laws of foreign communication cultural soft power, in order to improve the content, form, and foreign communication of cultural soft power in China. Talent training and development mechanisms put forward countermeasures, and put forward strategic suggestions for accelerating the "going out" of China's cultural soft power. The steady progress of this research project has been supported and funded by the National Office of Philosophy and Social Science Planning, the Department of Social Sciences of Peking University, the School of Journalism and Communication of Peking University and other leading departments, and has been actively participated and cooperated by all members of the research group. More than 50 people have participated in the research of this topic, namely: Huang Shen and Liu Yan of China Radio International, Huang Huiwen, a reporter from Xinhua News Agency, and Duan Congcong, a senior reporter for the Global Times. CCTV English Channel editor-in-chief Guo Yan, reporters Xiao Xiaowai, Wang Xiqing and Lu Yan. Associate Professor Liu Hao and Lecturer Ma Lan of the Department of Russian Language of Peking University, Lecturer Hu Wei of the Department of German of the School of Foreign Chinese of Peking University, Dr. Wang Xiuli, Associate Professor of the School of Journalism and Communication of Peking University, Associate Professor Pan Yaling of the Department of German of the School of Foreign Chinese, University of International Business and Economics, and Associate Professor Zhang Shengxiang of the School of Foreign Chinese of Zhejiang Normal University. Associate Professor Yang Yimin, School of Humanities, Graduate School of Chinese Academy of Sciences, PhD students from School of Journalism and Communication, Peking University: Fan Xiaoqing, Zhang Wenyan, Cai Yupei, Quan Yingting, Chen Xi, Gong Xiangfei, Gu Junwei, Yin Bo, PhD student Du Xiaojun from School of International Studies, Peking University, Bi Nanyi, Zhang Qian, Du Limei, He Suming, Cheng Yan, Liu Chuan, Bai Meijiadai, Song Jingli, Wang Yi, Zhang Xiaoxi, Zhang Xiaoping, Zhao Shengnan, Chen Yao, Peng Bo, Zhong Yi, He Qian, Chen Yue, Ye Qing, Nie Yao, Fang Kun , Xie Xiaodong, master's student of the Department of Russian Language, School of Foreign Chinese, Peking University, Jiang Xiaochuan, Zhang Xiaowei, Ding Jie, Long Xinwei and Li Ke, master's students of the School of Humanities, Graduate School of Chinese Academy of Sciences. Participants also included foreign friends and international students: Associate Professor Jia Wenshan of Chapman University in California, USA, Mizuno Masao Mizuno, reporter of Japan's Kyodo News Agency, Dr. Wang Yan of Hannover Reinsurance Company in Germany, Chen Zheng, doctoral student of Humboldt University in Germany, and Vanessa Leun, a master's student at the University of Hamburg, etc. There are also many participants in each sub-project, which will not be listed here. This book is one of the results of sub-topic 2 "American Audience Analysis and Comparative Study of Chinese and American Cultures", the United States has a population of more than 300 million, is the third most populous country in the world, and is the most developed country in the world today, which plays a pivotal role in the development of the world situation. The United States is the main target country of China's external communication, and it is also an important object of China's soft power projection to the outside world. In recent years, the study of cross-cultural communication in China and the United States has made great progress, and a number of related books have appeared, but there are no monographs that specifically study the impact of differences in thinking styles on Chinese and American journalistic practices. As a research result of this topic, the book "Differences in Thinking Styles and Sino-US Journalistic Practice" fills the gap in this research. The book explores the impact of different ways of thinking on journalistic practical skills from the deep core element of Chinese and American culture, and discusses in depth the areas that need to be improved and improved in the communication of Chinese news to the United States, as well as relevant strategies and suggestions. The research of this book involves many disciplines including cross-cultural communication, journalism, psychology, etc., and makes useful attempts to combine cross-cultural communication with international journalism practice. This research project is only an exploration and attempt to explore this major issue. There will be deficiencies and omissions in the research results of this topic, and readers are kindly requested to criticize and correct them. Guan Shijie at Room 215, School of Journalism and Communication, Peking University, May 9, 2010（AI翻译）