national image communication in the context of globalization - yao ming（在全球化的背景下,国家形象沟通u2014u2014姚明）.docVIP

National Image Communication in the Context of Globalization - Yao Ming Important elements of the country’s image as a cultural soft power, is a true reflection of the overall national strength and international dissemination of important issues China Construction of its national image as a fast-growing developing countries, domestic scholars widely a hot topic in the West media control the discourse of international opinion, the growing Chinese trying looking to own a piece of the field in the international spread of Construction of China’s national image and Communication January .2011, Times Square in New York put the Chinese national image videos to show the world, full of vigor and vitality, also declared a national PR era, while Yao Ming as the central figure in national commercials, given the rich colors of the Chinese. , Yao image dissemination of research (A) The international consensus As professional players battle for many years in the international sports arena, Yao Ming with its passing symbol recognized by the United States on behalf of the Western mainstream society because of their astonishing athleticism and outstanding leadership talent. Yao establish in the minds of Americans new image of China and the Chinese people, and therefore become American eyes “China card.” (B) The Chinese elements Yao’s image characterized by Western media in the natural state constructed in the after he landed NBA season, the style and image of the public may also gradually began to freeze, and then come to their own value judgments. Yao excellent the standard of English in its dealings with the public, people subconsciously identified as Chinese-American signs special appearance international superstar, Yao still on behalf of the Chinese national team played, by the American people but its humor, language style and gentle character favored in an increasing number of international reports, the foreign media Yao identity stand their own default: Chines