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THE NEW GREAT LEAP FORWARD
A TWO-CASE ANALYSIS OF MODERN CHINA’S EFFORTS IN EXTERNAL
COMMUNICATION STRATEGIES
by
Tian Yuan
A Thesis Presented to the
FACULTY OF THE USC GRADUATE SCHOOL
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements for the Degree
MASTER OF ARTS
(STRATEGIC PUBLIC RELATIONS)
May 2012
Copyright 2012 Tian Yuan
Object Description
| Title | The new great leap forward: a two-case analysis of modern China's efforts in external communication strategies |
| Author | Yuan, Tian |
| Author email | tianyuan@usc.edu;yuantian1985@gmail.com |
| Degree | Master of Arts |
| Document type | Thesis |
| Degree program | Strategic Public Relations |
| School | Annenberg School for Communication |
| Date defended/completed | 2012-04-16 |
| Date submitted | 2012-04-16 |
| Date approved | 2012-04-16 |
| Restricted until | 2012-04-16 |
| Date published | 2012-04-16 |
| Advisor (committee chair) | Wang, Jian ""Jay"" |
| Advisor (committee member) |
LeVeque, Matthew Lynch , Brenda |
| Abstract | With the gradual rise of China’s power in the international community, the concept and practice of foreign diplomacy has been reevaluated by the Chinese government. In the last decade of twentieth century, with broader implementation of “Reform and Open up” policy nationwide, the Chinese economy has rise into a new level. When looking back to what has been done in terms of international diplomacy over the last ten years, it becomes obvious that the Chinese external communication took on a new approach, reflecting a more mature and proactive strategy than ever before. Given this transformation shift on a national scale, it is only fitting to contribute this graduation thesis on the exploration of this topic. The purpose of the thesis is to examine how the Chinese government undertakes its international communication in the Western society, with specific focus on two government campaigns. Hopefully, the thesis can provide a framework of understanding on the new trend of the approach taken by the Chinese government in its communication with the Western societies. ❧ The thesis comprises six chapters. The first chapter is aimed to provide an overview of the Chinese government’s external communication strategy in the past decade, with emphasis on explaining the global climate and the needs for China to develop a proactive approach in the international arena. The second and third chapters will examine two specific campaigns that the government did to engage with the Western public as these two cases symbolized the greatest improvement in China’s external communication in recent years. The fourth chapter is an analysis on media reactions to these two campaigns. By highlighting the report and insights from both American and Chinese sides, published reactions and opinions across the Pacific will be discussed and scrutinized. The fifth chapter supplies more feedbacks regarding the two campaigns through the summarization of the results from a focus group, which encouraged the participants to talk about their opinions about the two commercials from a targeted audience’s perspective. The final chapter serves as a conclusion of the thesis by summarizing the responses to the two campaigns from all channels as well as emphasizing some of the recommendations for the Chinese government to further improve the nation’s international image. |
| Keyword | external communication; China |
| Language | English |
| Part of collection | University of Southern California dissertations and theses |
| Publisher (of the original version) | University of Southern California |
| Place of publication (of the original version) | Los Angeles, California |
| Publisher (of the digital version) | University of Southern California. Libraries |
| Provenance | Electronically uploaded by the author |
| Type | texts |
| Legacy record ID | usctheses-m |
| Rights | Yuan, Tian |
| Access conditions | The author retains rights to his/her dissertation, thesis or other graduate work according to U.S. copyright law. Electronic access is being provided by the USC Libraries in agreement with the author, as the original true and official version of the work, but does not grant the reader permission to use the work if the desired use is covered by copyright. It is the author, as rights holder, who must provide use permission if such use is covered by copyright. The original signature page accompanying the original submission of the work to the USC Libraries is retained by the USC Libraries and a copy of it may be obtained by authorized requesters contacting the repository e-mail address given. |
| Repository name | University of Southern California Digital Library |
| Repository address | USC Digital Library, University of Southern California, University Park Campus MC 7002, 106 University Village, Los Angeles, California 90089-7002, USA |
| Repository email | cisadmin@usc.edu |
| Archival file | uscthesesreloadpub_Volume1/etd-YuanTian-612.pdf |
Description
| Title | Page 1 |
| Full text | THE NEW GREAT LEAP FORWARD A TWO-CASE ANALYSIS OF MODERN CHINA’S EFFORTS IN EXTERNAL COMMUNICATION STRATEGIES by Tian Yuan A Thesis Presented to the FACULTY OF THE USC GRADUATE SCHOOL UNIVERSITY OF SOUTHERN CALIFORNIA In Partial Fulfillment of the Requirements for the Degree MASTER OF ARTS (STRATEGIC PUBLIC RELATIONS) May 2012 Copyright 2012 Tian Yuan |
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