China has moved away from pure propaganda toward a nuanced public relation strategy. This paper explores and discusses about the strategies of the Chinese government in strengthening its international influence and image - the so called soft power - in the digital culture by examining the case of China Radio International (CRI), the only Chinese state-owned radio allowed to broadcast to overseas audience. Historically, economic power has always been accompanied by increasing international cultural influence and its certain that China's economic stature will also be reflected in the diffusion of Chinese culture. The dramatic economic growth of China has meant a renewed international influence: it is widely recognized that China is, today, a central actor in the world economy and politics. McLuhan launched the idea of the world as a global village, he in fact revitalized not only the thinking of Teilhard de Chardin (about, among others, "cosmic totality"), but "the old Christian myth of the great human family" (Mattelart, 2010: 315). Global communication today is a crucial source for our perceptions of the world and for our sense of belonging to this world. The stories that news providers, ad agencies and entertainment companies produce contribute significantly to how people see other people and how they frame and interpret the world in which they live. The contents of global communication provide news, advertising and entertainment to numerous people around the globe. The flow of stories deserves special attention since it has developed into the type of movement that is essential to the other flows. Throughout much of recorded history there have been flows of people, flows of goods, flows of money, and flows of stories. In order to describe the relations between the local, the national and the global one needs to look at the various theories to trace established ways of how thinkers have approached the issue. Exposure through the media to foreign cultures and lifestyles can be both stimulating and destabilizing it can inspire both appreciation and envy. Another important development has been the sharing of information through links between computers around the world. Direct-dial international telephone and fax services have swelled the trans-border flow of news and other messages. In some countries, new communications systems have even brought people news of domestic events that is are not available locally. This began with radio broadcasting in the 1940s and has since been extended through television and satellite transmission to give even those in remote places immediate access to sound and images from a wider world. Innovations in communications technology, in addition to driving economic globalization, have also transformed the media world and the spread of information, with important consequences for national as well as global governance. If the multinational operation with sites in various countries or states is planning to expand into international markets the state diplomats need to make sure to be well prepared for the cultural and linguistic nuances of the environment. As advances in technology encourage global interactions on a more frequent basis, the need for successful international communication is getting a higher place.
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