Abstract:

 Nowadays, with globalization and informationization, mass media is increasingly competitive, which gives China' s mass media a severe test. But, however, for the influence on international public opinion, China' s mass media is very limited. There are four main reasons for this: (1) lacking a understanding or analysis of media institutions and policies as well as audience psychology in the Western countries; (2) having a weak capacity of media subject and a backward production of media content; (3) possessing a backward media mechanism of cultural industry and an improper structure; (4) being devoid of the brand awareness and competition sense of media content. According to many scholars, there are  such problems that need to be dealt with urgently in China' s foreign dissemination: first, how to guide public opinion outside China' s mainland so that the proper media subjects can be produced and opportunities can be seized to report highly political majoremergencies; secondly, how to avoid the negative effect on foreign media for such propaganda policies as promoting mainstream values and emphasizing positive publicity; finally, how to create a new content or form in an open posture for different countries of cultural background. In detail, there are following six problems for China' s mass media: credibility is so low that journalism is replaced by propaganda; policies and media philosophy lag behind; there are stereotyped structures and inadequate system supplies; the capability of resource integration is very low, lacking financing channels; multiple impacts and pressures at home and abroad are faced with; the irrational tendency to entertainment is expanding. Therefore, it is necessary for scholars to make a research from the following four aspects: the institutional transformation in the development of the Western media; China' s development strategies in the content industry of foreign dissemination; content innovation; the improvement of news credibility and media internationalization. All these have supplied a theoretical support and a policy reference for China' s media development in such aspects as global horizon, diversified structure and largescale industrial media.

Key words: surpassing the traditional; construction of credibility; media system