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Study on Guangdong’s Media and Enhancing the Local Cultural Soft Power

Author: XiaoXueLong
Tutor: ZhaoZuo
School: South China University of Technology
Course: Communication
Keywords: Cultural Soft Power Guangdong’s Media influence communicating in depth media strategies
CLC: G127
Type: Master's thesis
Year: 2011
Downloads: 230
Quote: 1
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Abstract


Cultural soft power is the core soft power of a country. However, the culture itself is not soft power. For a country or city, if you wants your culture to produce a "force" effect, it not only depends on the unique charm of the culture, but also depends on whether the country or city has a powerful communication capabilities. In today’s society, if a country has an advanced means of communication and if the local media have great influence,its culture and values can be widely circulated. In recent years, the Guangdong provincial government proposed the building of " Strong Cultural Province", and introducing a series of major initiatives. As we know, the media of Guangdong is developed. So, they should play their role in spreading local culture, so as to enhance the culture soft power of Guangdong. The media is not only the "intermediary" which promotes soft power resources into soft power, but also an important "resources" of cultural soft power. Either as an "intermediary" or as "resources", the media are playing a major role in building soft power.This paper put the dual role of the media as the research base, discussing how to enhance the media’s influences and how to spread Guangdong’s culture , so that to enhance the culture soft power. In this general idea, the article includes the following aspects: The second part introduces the theory and resource elements of "cultural soft power" and describes the relationship between media and cultural soft power, pointing out that the media play a dual role in the construction of cultural soft power. The third part discusses the practice what the Guangdong’s media do in the construction of local cultural soft power. First, as a "resource", how the Guangdong’s media impacts the local cultural soft power. Then, selecting the Nanfang Daily, Guangdong TV, some cultural books and other cases to analyze what the media did in the dissemination of Guangdong’s culture. The fourth and fifth part are the strategy. According to the foregoing analysis, summarize the lack of Guangdong’s media, and put forward the development strategy that as a "resource",what the media should do to enhance their own influence and the communication strategy that as an "intermediary", what the media should do to promote the dissemination of Guangdong’s culture. These two chapters is the focus of this article.

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CLC: > Culture, science,education, sports > The world culture and culture > China > Local culture and the culture
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