As an importantnational policy, cultural confidence should be well adapted in Chinese Englishmedia to show our cultural soft power. By presenting cultural confidence,Chinese English media can increase its attraction to the foreigners and enhanceChina’s cultural influence. This paper aims at finding out the currentsituation as well as some existing problems of Chinese English media and givingcorresponding solutions to the deficiencies of Chinese English media. Thispaper takes China Daily as an exampleand analyzes the deficiencies of the Chinese English News Website to givefeasible suggestions on promoting cultural influence of Chinese English mediaby improving cultural confidence. This paper tries to figure out how to changeforeigners’ attitudes toward Chinese English media and at the same time enhancingcultural confidence.

There have beenmany scholars studying the cultural influence of Chinese English media and itsinternational spread. In 2017, Junmei Jiang studied the significance of ChineseEnglish media on Chinese media, and analyzed the cause of deficiencies in itsexternal communication, thus giving advice on promoting Chinese internationalcommunication in the world. In 2015, Zhiqiang Xiang and Ting Wu did researcheson the psychological need, attitude towards using, and usage behavior ofinternational audiences of Chinese English News Websites. Through directlyinquiring international audiences from different countries, they have collectedvaluable data and analyzed the actual need and interest of those targetreaders, providing suggestions for Chinese English News Websites about how tofulfill the needs of international audiences. In 2008, Xueqin Elaine He and JohnP. Tiefenbacher studied the difference between China and America on reporting disasters.In 2009, Yunze Zhao did research on 890 foreigners in Beijing, aiming atdiscovering the exposure state to the Chinese media and evaluating thecredibility of Chinese media among Chinese foreigners in China, and exploringwhat factors influence the credibility. In March 2017, Fangfang Dai studied thecultural value of the spread of Chinese English news and the characteristics ofthe cross-cultural news. By demonstrating the dilemma of cross culturalcommunication, she proposed some solutions for Chinese English news from theperspective of cross cultural communication. Also in November 2017, ShanshanWang combined the background of cultural confidence with Chinese English newswebsites, and she studied the reasons and solutions for Chinese Englishwebsites’ international communication. However, since this topic is a domestic concern,the foreign material available is quite limited. As a result, the author of thepaper will focus more on domestic researches and borrow some theories fromforeign materials.

Although thereare many Chinese researches about the topic, most of the studies are done at abroad sense. This research is a case study on the Chinese English news website—China Daily, which is seldom studiedbefore, so it is hoped that this research will bring more value on China Daily.

2. 研究的基本内容与方案

The content of this paper consists of the development of ChineseEnglish media, relations between Cultural Confidence and Cultural Influence,the characteristics of Chinese Daily, the existing problems of China Daily as well as its cause, and strategieson promoting Cultural Influence of ChinaDaily.

The goal of this paper is togive feasible suggestions on promoting cultural influence of China Daily by presentingcultural confidence.

In the course of study,research approaches such as Literature Research Method and Comparative Analysisare adopted. This paper requires reading and summarizing a lot of literaturematerial and the Chinese English news website—China Daily will be compared with western news websites like BBC and CNN. By comparing western and Chinese English news websites,combining the data collected in previous literature, this paper will analyzethe deficiencies of China Daily, thensuggestions will be presented, most of which relate to the demonstration ofCultural Confidence.

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