The formation of national image needs to form a long-term strategic plan

--Visit Shanghai Foreign Studies University party secretary, doctoral tutor, vice president of China Public Relations Association, Professor Wu Youfu this reporter Li Haiqiang Shanghai reported that "China's peaceful development of 30 years, relying mainly on internal factors driven, not plundering and harming other countries, but why the international community has a strong Chinese threat?" "In the view of Professor Wu Youfu, the party secretary of Shanghai Foreign Studies University, it is largely because China is too" stuffy "to focus on its own development, without telling the world why China is developing, its purpose, its motives and its ways. As China's international political and economic status continues to improve, regardless of whether "willing", will face more and more "comment".　　If China can not consciously and actively build a good national image, this may eventually have a negative impact on China's development. Since 2006, Wu Youfu, who has been engaged in public relations research for a long time, has begun to study the subject of "national image creation and dissemination", and has undertaken a major project of Shanghai philosophy and social Science planning, "the construction of China's national image". In his view, the shaping and dissemination of national image is a complex strategic problem, which involves all levels of national social and political economy, and needs to integrate resources and form long-term strategic planning.　　At present, China's efforts in the image of the country have only just begun. "The national image is a very complex strategic issue" 21st century: Recently, with General secretary Hu's visit to the United States, the national image of the propaganda film also synchronized in the U.S. broadcast, in the global scope has aroused more intense attention, as a long-term concern and research on national image issues experts,　　What do you think of the significance and function of the national image propaganda film to the national image?　　Wu Youfu: The introduction of the national image of the film, including characters and angle film I have some understanding, I think and 2009 launched the Chinese-made advertising, like the National Public Relations category. Overall, the image of the film focused on the value of people, this posture should be said to be a relatively large bright spot.　　And the timing of their broadcasts is also very good, President Hu Jintao's visit to the United States is a major historical event, the simultaneous introduction of national image film, indeed complement each other, can be more focused on the world's eyeballs, now seems to have made no small resonance. In the national image molding, National public relations is indeed we must pay attention to a work. But in terms of the shaping and dissemination of national image, this image film can only be regarded as a very small part.　　Because the problem of national image is a complex strategic problem in itself.　　21st Century: You mentioned that the national image is a complex strategic issue, and what are its complexities and strategic implications? Wu Youfu: In general, the national image is a major system engineering.　　Related to the national social and political economy of all levels, all kinds of efforts, must integrate resources, forming a resultant force. For example, the shaping and dissemination of national image must be the integration of soft power and hard power, soft power including culture, core values and models, hard power refersThe economy, including the ability to innovate, also includes the integration of cultural diplomacy and economic diplomacy, the integration of public diplomacy and various diplomatic events, the effective integration of government, media, and corporate behavior, which are complex processes and a strategic issue.　　At present, this kind of integration in our country is still in a very elementary stage, now may go to make a film can, but to integrate all aspects, the formation of a parallel situation, this strategic situation is still not fully formed. In addition, the image of the state includes many aspects: economic image, cultural image, security image, government image and citizen image, etc. In my opinion, the shaping and dissemination of these images requires a historical process, so it must be phased, layered and progressive.　　And this must first have a strategic framework, under the strategic framework to have a clear strategic approach, and then can be phased step-by-step forward.　　As far as my observations and studies are concerned, China now attaches importance to this issue, and the external publicity has begun to sound, but it still has a long way to go in terms of overall strategy.　　21st Century: You have been studying the topic related to the national image, what do you think of the concept of "national image"?　　Wu Youfu: This involves the different definitions of the national image of the academic circle, and generally has two definitions of broad and narrow. The generalized national image refers to the internal social public, the external international public, the objective reality, the political economic and cultural geography of the country, and the subjective understanding and evaluation of the strong generality and stability. The narrow definition does not include the internal social public.　　I think the basic difference between the two is whether to put the domestic public inside. As far as my research and understanding are, I think we should be more narrowly defined in practical operation and practice. The advantage is that the cognitive subject is more clear, that is, facing the foreign public, mainly the international public to listen, see, understand, and foreign public interaction.　　This is the category of external propaganda, if in accordance with the concept of a broad sense of two cognitive subjects, it is necessary to adopt two sets of discourse system, will be the actual operation of the national image into a very complex problem.　　"Attention to the image of the country, is a big background requirements" 21st century: As for your observation, the Chinese government or the community began to attach importance to the image of the country, probably at what time, experienced what kind of process? Wu Youfu: I think it is from 2003 onwards, in our country from the image of the government so step-by-step transition. Because of the SARS incident in 2003, the impact on the image of the government is very large, whether the domestic society or the international community, mainly the issue of information disclosure, followed by the Songhua River pollution incidents, which have a negative impact on the image of the government.　　After these events, the Government increased the information disclosure work, began to strengthen the Government's image of the work, and pay attention to the restoration of the crisis. The overall advancement of the national image, I think, should be starting from 2008, we are from the beginning of public diplomacy, such as our well-known diplomats Wu, Qizheng and so on have put forwardPublic diplomacy, national image and other theories and time issues, they are from the diplomatic perspective of the national image of the propaganda made a great contribution.　　21st Century: China from the beginning of 2008 to comprehensively focus on and promote the national image of the issue, this and international environmental changes have any intrinsic relationship?　　Wu Youfu: This is a very critical issue, we have a big background on the importance of national image. 2008, 2009, the World economic crisis, only the Chinese economy alone show. Now China's foreign trade exports the world's first, the second largest economy, foreign exchange reserves in the world.　　Therefore, objectively speaking, the national image has been mentioned a very important issue, if you would like to, we all have to judge you, now is not the question of China, but China's development to today, must face.　　"21st century": Before that, what is China's national image in the international community? Wu Youfu: From the analysis of the previous years, we found that the international community's impression of China, the negative is mainly "China threat", respectively, China's military, environmental and economic threat.　　We cannot ignore this kind of public opinion guidance, otherwise everybody thinks your China development to the world is threatening, your development is plundering. In addition, there is now a negative impression on the international is to see China as a country full of uncertainty, because the Chinese culture is exquisite euphemism, implicit, so that will produce cultural misreading, they will see this euphemism as a threat, the other side does not touch your principles and the bottom line, then think you are mysterious, yin prey, ulterior motives.　　In addition, such as closed, rigid-minded countries, and so on, are the international community now on the negative impression of China. For these, if not taken seriously, it will be in the international community to form a stereotype about China, in fact, the development of China is unfavorable.　　I have also noticed that there is an international voice that sees China's development as an opportunity, not a threat, but it is not, in fact, the mainstream of the world.　　If we want to shape the words now, we must shape the national image of peaceful development, and different, cooperative competition, sharing common prosperity, pay attention to the value of people and so on.　　"A Break" "21st Century": China to build its own national image, in your opinion, what is the most necessary to do?　　Wu Youfu: Personally, China is now shaping its national image, first of all, should be "one broken, one", from two aspects of the breakthrough: "Broken" is to deconstruct the threat of the image of China, we have to break the international community's inherent negative impression, and "Li" is to build, build China's peaceful development strategic framework. It is imperative that a strategic consensus be formed, with strategic plans and strategic frameworks, to understand what steps are being taken, what means and how, and through what events and carriers.　　Otherwise, the scattered attack again beautiful also does not have the effect. If further refinement, I think there are three problems to be solved: first, the strategic positioning of China's image to askQuestion, in general, from the central spirit, we can put forward a general idea of "internal harmonious development, external peace world", and secondly, strategic integration is to integrate the three elements of positioning, intercultural communication and means of communication, and the third is to form a consensus on the connotation of national image, What is the basic connotation of national image and what is embodied?　　This should form a consensus.　　"21st Century": for "a broken, a stand", you think, concrete can be from what aspects to start? Wu Youfu: In fact, we have a lot of resources to mobilize. For example, we can now create a Chinese image through cultural transmission. Confucius Institutes, for example, should not just stay in the language, but should more undertake the function of Chinese culture dissemination, through this mutual cultural communication and cultural exchanges, in order to obtain international public recognition of Chinese culture, starting from the cultural identity, the ultimate goal is to let China in the external implementation of the Strategy, Can be understood and supported by the international community.　　This is a very important and difficult and long-term process. At the same time, a key point is the image of the government, must build people's livelihood, legal system, integrity and democratic government image.　　In addition, it may be necessary to create a strong external media to expand external information coverage.　　In addition, is to continue to build excellent Chinese product brands, such as Lenovo, Haier, such as the World brand, must let the Chinese brand out, because the world's product brand itself is part of the national image, is the national development pass. At present, we should break through these points to achieve continuous, progressive, penetrating effect. In this process, the Government should be the main body of image-building, to take the initiative, so that it is easier to form a planning, systematic and steps to mobilize resources. Of course, folk activities must be closely followed.