Volume 29, Issue 2
DOI: 10.24205/03276716.2020.354
ANALYSIS ON THE PSYCHOLOGY OF INTERNATIONAL AUDIENCE IN CHINA’S EXTERNAL COMMUNICATION
Abstract
Despite the rapid economic growth, China has overlooked the psychological feedback of the international audience in its external communication. This paper aims to improve the effects of China’s external communication and expand the influence of Chinese culture. For this purpose, an interview survey was carried out a random group abroad. Then, the problems in China’s external communication and their causes were identified in details. On this basis, the author analysed the psychological distance of the international audience, and discussed its relationship with the effect of external communication. Next, a model was set up for China's external communication with the following indices: cultural distance, global government integrity index, human development index, education index, religious diversity index and geographical distance. The results show that the major problem with China’s external communication is that the reports are too positive in form and content; the effect of China's external communication is inversely correlated to the psychological distance of international audiences. Finally, some suggestions were proposed for the Chinese government to improve its external communication. The research findings shed light on policy-making of external communication.
Keywords
External Communication, International Audience, Psychological Distance, Correlation, Influence.