Publishing Journal ›› 2026, Vol. 34 ›› Issue (1): 93-103.

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Theoretical Logic and Practical Characteristics of Overseas Dissemination of National Image in the Process of China’ s Publishing “Going Global”

  

  1. （School of Journalism and Communication / School of Foreign Languages， Huaqiao University， Xiamen， 361021）（School of Journalism and Communication， Huaqiao University， Xiamen， 361021）（Zhejiang Gongshang University Hangzhou College of Commerce，Hangzhou， 311500）
  • Received:2025-03-22 Revised:2025-06-16 Online:2026-02-09 Published:2026-02-09

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Abstract: In the contemporary context of globalization， digitalization and networking， the overseas communication of national image in the process of “going out” of Chinese publishing has unique theoretical logic and practical characteristics. The theoretical logic reveals the theoretical inevitability and internal regulation of China’ s publishing “going out” to spread the national image， which is mainly reflected in the following aspects ： symbolic logic enables the media presentation and multiple expression of the national image by means of ideographic，coding and narrative， and with the help of symbolic characteristics； carrier logic relies on material representation， content form and circulation channels to build the material and channel basis for the dissemination of national image； the audience logic has laid the audience foundation for the dissemination of national image from the three dimensions of reader group， pluralistic characteristics and reading effect. The deep embedding of digital technology also makes this kind of communication show unique dynamic characteristics ： the theme presentation has changed from single narrative to multi-dimensional expression， the content symbol has realized the transformation from traditional to modern， the communication subject has changed from government led to multi subject collaborative creation， the narrative logic has changed from interpretation dependence to discourse consciousness， the communication channel has expanded from single path dependence to multiple integration symbiosis， and the audience positioning has changed from broad coverage to precise focus. The presentation of these features points out the driving direction and future space for the in-depth intervention of digital technology， and also provides a new perspective and method path for relevant theoretical research and overseas practice， which is conducive to improving the international communication ability of Chinese publishing and the overseas communication efficiency of the national image. 

Key words: China’ , s publishing “going out” National image Overseas communication Theoritical logic Practical characteristic

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