
Hu Zhengrong, Ji Deqiang
(Communication University of China, Beijing, China)
Abstract: The research will observe the latest movement launched by Chinese government in 2009. The movement is aiming to build up Chinese global communication competence and improve China’s national image, play more influential soft power over the world. Chinese government has invested into the infrastructure and related plans. But it still meets some challenges and difficulties which have been hindering China’s rise in global communication. Internally, the current regulatory structure of Chinese government, the potential conflicts among various interest groups backed by different powers, the government-led strategies behind the project and so forth have been obstacles for the movement to be efficient to produce the possible outcomes the policy-makers hope to have. Externally, the ideological contradictions between dominant western media world have exerted more clashing impacts on China’s possible trial in global communication. The values as a base for global communication of China are still unstable and unclear.
Keywords: global communication, China’s rise, “going-out” plan, soft power
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