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| An Analysis on the Perception Gap of China’s National Image and Its Reasons |
| XU Yu-yan |
| School of International Studies and Academy of Oversea Chinese Studies, Jinan University, Guangzhou, Guangdong, 510632 |
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Abstract National image is an “intangible asset” and “reputation capital” of realizing national interests. With the development of globalization, it is urgent for China to construct its national image. According to the evaluation reports of national images issued by BBC Global Scan in recent ten years, the perception of China’s image presents a relatively negative picture in terms of crisis of “international image”, “regional differences”, and imbalance between “self-knowledge” and “others’ recognition”. BBC Global Scan has been conducting follow-up investigation into the national images of many countries for a couple of years. With quantitative statistics and analysis of relevant data via sampling, BBC’s investigation undoubtedly offers an insight into the “symptoms” of China’s image such as divided and different international perceptions, multipolar difference and even enormous divergence, and provides an explanation of the reasons behind these “symptoms” like “value difference”, so as to offer theoretical support and reference in building a positive image for China.
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Received: 06 July 2015
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[1] BBC world service poll [ED/OL].http://www.GlobalScan.com.2014-06-03.
[2] Joshua Cooper Ramo. Brand China[M].London: The Foreign Policy Centre, 2007.12-13.
[3] 中新网[EB/OL].http://www.chinanews.com/gn/5915357.shtml./2014/03-05
[4] BBC world service poll [EB/OL]www.GlobalScan.com/http://www.bbc.co.uk/news/world-europe-22624104
[5] 2013年中国国家形象全球调查报告[EB/OL].http://www.china.com.cn/news/node_7200186.htm.2015-01-06.
[6] 雷默研究报告“淡色中国”谈中国需要何种国家形象[EB/OL].http://express.cetion.net.cn:8080/2015-01-06. |
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2015, Vol. 32 
