ANALYSIS ON THE PSYCHOLOGY OF INTERNATIONAL AUDIENCE IN CHINA’S EXTERNAL COMMUNICATION

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Revista Argentina de Clínica Psicológica 2020, Vol. XXIX, N°2, 1127-1136

DOI: 10.24205/03276716.2020.354 1127

A

NALYSIS ON THE

P

SYCHOLOGY OF

I

NTERNATIONAL

A

UDIENCE IN

C

HINA

’

S

E

XTERNAL

C

OMMUNICATION

Qixin Zhang

1

_{, Zhiqiang Xiang}

1*

_{, Meng Li}

2

_{, Jianhua Huang}

3

Abstract

Despite the rapid economic growth, China has overlooked the psychological feedback of the international

audience in its external communication. This paper aims to improve the effects of China’s external

communication and expand the influence of Chinese culture. For this purpose, an interview survey was carried out a random group abroad. Then, the problems in China’s external communication and their causes were

identified in details. On this basis, the author analysed the psychological distance of the international audience, and discussed its relationship with the effect of external communication. Next, a model was set up for China's external communication with the following indices: cultural distance, global government integrity index, human development index, education index, religious diversity index and geographical distance. The results

show that the major problem with China’s external communication is that the reports are too positive in form

and content; the effect of China's external communication is inversely correlated to the psychological distance of international audiences. Finally, some suggestions were proposed for the Chinese government to improve its external communication. The research findings shed light on policy-making of external communication.

Key words: External Communication, International Audience, Psychological Distance,

Correlation, Influence.

Received: 18-05-19 | Accepted: 12-08-19

INTRODUCTION

The forms and approaches of China's external communication are evolving along with the

development of economy, science and

technology. The conventional mainstream external communication is mainly on TV, newspaper, radio and the Internet, mainly in English and supplemented by many other languages (Chen, Bennett, Clarke et al., 2017; Vereenooghe, Flynn, Hastings et al., 2018; Lee, Hermens, Scott et al., 2017). However, China pays too much stress to the forms of communication and the positive contents, ignoring or lacking research on and analysis of

1_{School of Journalism and Communication & Film and}

Television Arts, Hunan University, Changsha 410013, China.

2_{School of Marxism, Xi’an Jiaotong University, Xi’an 710049,}

China. 3_{School of Cultural and Social Development,}

Southwest University, Chongqing 400715, China E-Mail: [email protected]

the mode of communication and the psychology of international audiences (O'Brien, Gallagher, Stow et al., 20117; Molent, Maggioni, Cecchetto, 2017). For a long time, it causes the low credibility of China's media outlets, resulting in the international audience's doubts about the contents, and ultimately the poor effect of

China's external communication (Gattino,

Piccoli, Fedi et al., 2018; Su, Li, Lin et al., 2017; Man, Lv, Li et al., 2017; Jessop, Harrison, Cations et al., 2017). Therefore, in order to improve the effectiveness of China's external communication and make it align with China's international standing, so as to maximize the international influence and communication power of Chinese

culture, studies on the psychology of

international audience in external

communication are of great importance and significance.

A large number of Chinese scholars and research institutions have carried out analysis

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QIXIN ZHANG,ZHIQIANG XIANG,MENG LI,JIANHUA HUANG 1128

and studies, aiming to realize the effectiveness of China's external communication and enhance the international influence of Chinese culture. In the study of psychic distance, a scholar from Sweden (Capozzi Manti, Di et al., 2017) first proposed that the difference in aesthetic

emotions comes from different psychic

distances, which to some extent provides a standard for psychological reaction to things.

Some American scholars (Przybylski &

Weinstein, 2017; Jung, Pawlowski, & Kim, 2017; Sirois & Hirsch, 2017) studied the trade between China and the United States based on psychic distance, and found that the psychic distance affected by the quality of decision-makers, educational background of employees, cultural background of enterprises and other factors lead to the effective trade between the two countries. Some Chinese scholars (Vaingankar, Chong, Abdin et al., 2017; Alvarez, Van,

Montenegromontenegro et al., 2018)

summarized the psychic distance, believing that there are mainly three perspectives of psychic distance, namely information flow, subjective perception and "yuanfen" (lot or luck by which people/things are brought together), which determine the effect and influence of culture in the process of external communication. On the

effect and power of China's external

communication, Chinese professionals engaged in journalism and communication (Pervichko, Zinchenko, & Ostroumova, 2016; Chen, Lei, & Tang, 2016; Bonanno, Romero, & Klein, 2015)

believe that in external communication

activities, it is necessary to consider the different political, economic and cultural backgrounds of

international audiences and treat them

differently, so as to realize accurate

classification and positioning of communication contents. Some Chinese cultural institutions (Sun, Tian, Zhang et al., 015; Carriuolo, 2015; Bagci, Kumashiro, Rutland et al., 2016) believe that in the process of China's external communication, the contents and forms of cultural communication should not be decided subjectively, but giving full consideration to the psychological conditions and corresponding cultural needs of foreign audiences.

In order to further improve the influence and power of China's external communication, and make it align with China's international standing, the author makes an in-depth analysis of the

current situation of China's external

communication and its neglect of the

psychological factors of international audiences. Aiming to address such neglect, so as to improve

the effectiveness of China's external

communication and expand the influence of Chinese culture, the author studies the psychic distance, an important factor in China's external

communication, selects cultural distance,

political environment, level of development, level of education, religious beliefs and geographical distance as component factors of China's external communication, analyzes the relationship between psychic distance and the effectiveness of external communication, and puts forward corresponding suggestions for the realization of effective external communication based on the findings of the study. The experiment shows that the effectiveness of China's external communication is inversely related to the psychic distance of international audiences.

The structure of this paper is as follows: Section 2 analyzes the current situation of China's external communication and the causes that China ignores the psychic distance of international audiences in the process of external communication, and discusses the psychological characteristics of international audiences in the context of Chinese culture and the corresponding classification.

Section 3 presents an empirical experiment on the effectiveness of China's external communication on the basis of psychic distance, the experimental model and corresponding indicators for study.

Section 4 makes a conclusion to this paper.

CURRENT SITUATION AND PROBLEMS OF CHINA'S EXTERNAL COMMUNICATION

In this section, the author mainly analyzes the current situation and problems of China's external communication, as well as the necessity of analyzing and studying the psychic distance of international audiences.

Current situation of China's external communication

At present, China's external communication are mainly on newspaper, TV and the Internet, mainly in English and supplemented by many other languages. China's means of external communication can be divided into means of information flow, subjective perception and yuanfen. The details and relevant leading

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CONSTRUCTION OF KID-FRIENDLY LANDSCAPE ENVIRONMENT ORIENTED BY PSYCHOLOGICAL CURE AND PHYSICAL REHABILITATION 1129

Table 1.

China's mainstream means of external communication and the corresponding

technical details

visual angle A leading scholar Content details

Means of information flow

Johanson, Vahlne The rate at which information enters and flows out of the market

Wiedersheim Preventing the flow of information between potential suppliers and customers

Klein, Roth Timely understanding of cultural differences in external communication at home and abroad

Nordstrom,

Vahlne Determining uncertainty factor and uncertainty degree Bello, Gililand Determining uncertainty factor and uncertainty degree

Blomkvist The rate at which information enters and flows out of the market

EVans Judgment of psychic distance based on cultural differences at home and abroad

Bridson Perception and understanding of cultural differences and cultural misunderstandings

Sousa Research on the psychology of its corresponding audiences and discuss the classification

Dow.Kanmaratna Analysis of objective and subjective factors

scholars are shown in Table 1 below. However, China's current external communication pays too much stress to the positive contents and the forms of communication, while ignores the authenticity and multifaceted nature of the content and forms of communication.

In order to further explore the defects of China's current external communication in the psychological factors of international audiences, the author conducted an interview survey based on a random group of population abroad, and the survey process is shown in Figure 1. It can be seen that only 30% of the international audiences trust Chinese media in English, so it can be seen that the main disadvantages and problems of China's external communication lie in the international audience's distrust of the current mainstream Chinese media in English.

Figure 1

. A survey of international audiences

on mainstream Chinese media in English for

external communication

Contents of the survey

Believe:160/24. 2%

Unconvinced:100/ 15.1%

Remain neutral:300/45.3%

The Response of International Audience to China's External Communication

Question: Do you believe in the content of Chinese English media?

Total number:

660

No comment:100/18.

2%

Conclusion: The current international audience as a whole

does not trust China's external communication.

Based on the above survey and analysis, the

problems existing in China's external

communication can be summarized as follows: (1) China's external communication is too positive in contents and forms and lacks comprehensiveness, therefore perceived by international audiences as not objective and untrustworthy.

(2) China's external communication media, mainly in English and supplemented by many other languages, pay too much stress to the unified forms and contents of communication while ignore the differences, which is essentially ignoring the analysis and research on the psychological factors of international audiences.

The causes that China's external

communication ignores the psychological factors of international audiences

Based on the analysis of the current situation and problems of China's external communication in section 2.1, this sub-section mainly analyzes the causes that the psychological factors of international audiences are ignored.

The main players of China's external

communication are middle-of-the-roaders

without political orientation, who do not have a deep understanding of China and their concerns about China are only doubtful but not hostile. The analysis of the main directions and mainstream theses of China's current external communication ignoring the psychological factors of international audiences is shown in Figure 2 below, from which it can be seen that the main causes lie in political aspect, way of

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doing things and lack of experience. In political aspect, it fails to take into account the political attribute of audiences of China's external communication and the influence of the political and ideological problems left over during the "Great Cultural Revolution". In terms of the way of doing things, it is mainly limited to the unclear positioning of China's external communication content and audience classification, and the lack of accurate delivery of personalized content. In terms of experience, due to the absence of professional operation, the communication mode and management are basically arranged by various media, rather than a unified organization to formulate relevant standards. Meanwhile, some audience survey findings obtained are not communicated with peers, and are often in a state of "classified information", resulting in blocked information and low communication effectiveness. At the same time, it is also shown in Figure 3 that it is necessary to study the psychological factors of international audiences

in the study of China's international

communication, which is mainly illustrated from three aspects:

(1) The consideration of the psychological factors of international audiences reflects China's respect for the law of external communication, while highlighting the people-oriented thought and philosophy.

(2) Understanding the psychology of

international audiences can obviously improve

the pertinence of China's external

communication, which is an effective way to solve the problems in China's external communication.

Figure 2

.

Analysis of China's external

communication

ignoring

psychological

factors

The Great Proletarian Cultural Revolution Consideration of the psychological factors of international audiences reflects China's respect for the law of external communication, while highlighting the idea of

people-oriented.

Lack of specialized operation The Way of Dissemination management problem Lack of unified institutions Lack of uniform standards

Lack of specialized operation Poor communication

effect

Factor Factor

Political factors Ways of doing things Lack of experience China's neglect of three factors of external communication

Understanding the psychology of international audiences can provide opportunities and conditions for self-examination of China's external communication in a

timely manner.

(3) Understanding the psychology of

international audiences can provide

opportunities and conditions for China's external communication to find its shortcomings, so as to prevent psychological inversion and resistance of relevant international audiences.

EMPIRICAL EXPERIMENT AND MODEL

CONSTRUCTION OF THE EFFECT OF PSYCHIC

DISTANCE ON CHINA'S EXTERNAL

COMMUNICATION

In this section, the author makes an in-depth analysis of the effect of psychic distance on China's external communication, and focuses on the analysis of the model construction of psychic distance and the corresponding experiment testing. Finally, this author puts forward corresponding suggestions for China's external communication from the perspective of psychic distance.

Figure 3

. Psychic distance indicator system

structure

of

China's

external

communication

Transporta tion Dispatchin g System Main menu Main menu Main menu Main menu time time time time Unit transportat ion cost Unit transporta tion cost Unit transporta tion cost Unit transporta tion cost

The Factor Architecture of Psychological Distance Index in China's External

Communication National Culture Political environment Developmen t Level educational level Inverse Inverse Inverse Inverse Representation of Cultural Distance Based on Hofstede Differences in political

environment factors

Human Development Index

Education Index

Six major factors

Main menu Main menu time time Unit transporta tion cost Unit transporta tion cost Religious Information Geographic al Distance Inverse Inverse Religious Diversity Index Geographical differences

Indicators of psychic distance of

international audience and China's external communication

1) Indicators of psychic distance of international audience

On the choice of psychological indicators of international audiences, the corresponding indicator factors of psychic distance and corresponding construction system are shown in Figure 3, mainly in the differences in national

culture, political environment, level of

development, level of education, religious beliefs and corresponding geographical distance.

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Different indicators also contain sub-indicators. In terms of national cultural differences, such differences are mainly presented based on Hofstede's Cultural Distance, which is mainly used to distinguish the habits, beliefs, values and writing habits in the countries concerned. The corresponding sub-indicators are based on Hofsrede's Cultural Dimensions, that is, the general term of the four measurement

indicators: power distance,

collectivism/individualism,

masculinity/feminism and uncertainty. The corresponding calculation is shown in Formula 1, where i is the host country, e is China, and cd is the cultural distance. Based on Formula 1, the comprehensive cultural distance between China and relevant countries is calculated.

2 4 4 2 3 3 2 2 2 2 1 1 ) ( ) ( ) ( )

(cr ce cr ce cr ce cr ce

cd= − + − + − + −

In terms of political environment, the difference in political environment can shorten the psychic distance of external communication.

The corresponding sub-indicator is the

Corruption Perceptions Index, which mainly reflects the integrity of relevant countries and government departments and indicators. As for its calculation, different groups of population such as businessmen, experts and the general public in relevant countries are scored (out of 100) through interviews and surveys, so as to judge the political differences between China and the countries concerned.

In terms of difference in the level of development, the index mainly relied on is the human development index, the main indicators of which studied or referred to are life expectancy, knowledge level and GDP per capita.

In terms of difference in the level of education, the corresponding index is education index. The assessment relies on a combination of primary, secondary school and university enrolment rates in the countries concerned.

In terms of the difference in religious beliefs, the main index to rely on is religious diversity index. The main considerations are religion, culture, language, tolerance of habits and identity.

In terms of geographical distance difference, the main indicator is geographical difference, which mainly depends on the distance between the capital of China and the countries concerned (mainly is km).

2) Indicators of the effectiveness of China's

external communication

In order to evaluate the corresponding

communication effectiveness indicators

considering the psychic distance of international audiences, this section mainly evaluates from the following 4 mainstream aspects and the

corresponding 7 sub-indicators. The

corresponding selection system diagram for indicators of the effectiveness of China's external communication is shown in figure 4:

Figure 4

.

System diagram for indicators of

the effectiveness of China's external

communication

Main menu time time time time The Index Factor

Architecture of China's External Communication Effect Total import and export trade Number of Confucius Institutes Confucius Classroom Quantity Number of immigrants Inverse Inverse Inverse Inverse Subindex time Number of overseas students _Inverse Political environment Developmen t Level educational level Religious Information relationship

In terms of the corresponding national image recognition indicator, the main sub-indicator is the degree of friendliness towards China.

In terms of economic and trade indicator, the total volume of import and export trade between relevant countries and China is mainly counted, and the corresponding sub-indicator is the total volume of import and export trade with China.

Figure 5

.

Psychic distance between China

and relevant countries

0 2 4 6 8 10 12 14

1.8 2 2.2 2.4 2.6 2.8 3 3.2 3.4 3.6 Serial number P s y c h o lo g ic a l D is ta n c e Italy Malaysia Japan Sweden Thailand Indonesia American France Germany New Zealand India Korea Switzerland Iceland Mexico Spain Britain Belgium Italy Thailand Denmark Argentina Australia

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In terms of cultural exchange, two

sub-indicators are mainly investigated,

corresponding to which are the number of Confucius institutes and Confucius classrooms and the number of students studying in China. The main data source of the latter is statistics from the Ministry of Education of China.

In terms of the level of social interaction, the main sub-indicators to be considered are the number of tourists to China and the corresponding number of immigrants to China. The latter is mainly used to measure the level of social exchanges between China and relevant countries.

Based on the above psychic distance measurement indicators, the corresponding

psychic distance between the countries

concerned and China can be obtained. The corresponding data are shown in Figure 5. In the figure, the selected countries are the United States, Japan, Germany, Britain, France, Italy, Mexico, Indonesia, Malaysia, India and Russia.

The corresponding calculation data table is shown in Table 2 below.

Model construction of the effect of psychic distance on China's external communication

In terms of the model construction of China's external communication, the data sources corresponding to the indicators adopted in this paper are as follows:

Cultural distance: The data adopted mainly come from Hofstede's Cultural Dimension scores.

The Corruption Perceptions Index: The data adopted mainly come from the World Development Indicators (WDI) of the World Bank.

The Human Development Index (HDI): The main source is the Human Development Report released by the United Nations.

Education indicators: The data are based on

primary and secondary school and

college/university enrolment rates.

Religious diversity index: Mainly from the Religious Diversity Index.

Geographical distance: The corresponding indicators are based on the distance between China and the capital of the world's leading economies.

Based on the above psychic distance measurement indicators, the corresponding

psychic distance between the countries

concerned and China can be obtained. The corresponding data are shown in Figure 40. In the figure, the selected countries are the United States, Japan, Germany, Britain, France, Italy, Mexico, Indonesia, Malaysia, India and Russia. On the actual model sample selection, the main samples are more than 40 countries including the United States, Japan, Germany, the United Kingdom, France, Italy, Portugal, Turkey, Russia, Canada, Australia, Indonesia, Malaysia, South Korea, Singapore, Philippines, Pakistan and Nepal.

Based on the above analysis, the model constructed for China's external communication effect is mainly regression model, and its corresponding formula is shown in Formula 2, where COEit is the explained variable, PDit is the comprehensive index of China's external communication effectiveness, PDit is the psychic distance, and other mathematical symbols are the corresponding interference terms.

i i o

it PD

COE = +1 +

The experimental process and result analysis of the effect of psychic distance on China's external communication

1) Empirical study process and experimental findings

The empirical study process mainly includes descriptive analysis, correlation analysis and regression analysis.

Table 2.

The effectiveness of China's external communication

No. Total Variance (%) Cumulative (%) Total Variance (%) accumulate

1 3.728 62.11 63.12 3.12 62.111 63.131

2 1.280 21.76 82.34 1.29 21.891 83.091

3 0.771 11.89 96.11

4 0.121 2.631 97.12

5 0.091 1.891 98.89

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Figure 6

.

A data graph describing the

maximum and minimum values, mean

values, and standard deviations of the data

of relevant variables

1 1.5 2 2.5 3 3.5 4

2 2.5 3 3.5 4 4.5 5 5.5 6

The Number of nodes

M

in

im

a

x

,

M

e

a

n

a

n

d

V

a

ri

a

n

c

e

CULD POLD DEVD EDUD RELD GROD

mean value Minimum

maximum value

variance

Descriptive analysis: In the process of empirical analysis, descriptive analysis should be carried out on relevant variables in this paper. The corresponding variables are CULD (cultural

distance), POLD (political environment

difference), DEVD (development level

difference), EDUD (education level difference), RELD (religious belief difference) and GEOD

(geographical distance difference). The

corresponding maximum and minimum values, mean values and corresponding standard deviation values are shown in Figure 6, from which it can be seen that all variables are significantly different in terms of values. The corresponding data are the foundation for the subsequent correlation analysis.

Figure 7

. Data graph of regression analysis of

comprehensive index of psychic distance

and effectiveness of China's external

communication

1 1.5 2 2.5 3 3.5 4

0.35 0.4 0.45 0.5 0.55 0.6 0.65

The Number of nodes

M

o

d

e

l

constant PD GDP

Coefficient

Std Error

t-staistic Prob

Correlation analysis: Correlation analysis is the premise of regression analysis. Further correlation analysis is needed based on the data of descriptive analysis above, which also paves the way for the subsequent regression analysis.

Regression analysis: Regression analysis is mainly to analyze the fitting degree of the model, so as to judge the influence degree of independent variables on dependent variables. The results of fitting analysis based on the data of the above related variables are shown in Figure 7, from which it can be seen that cultural distance and psychic distance have a reverse effect on the effectiveness of external communication. Therefore, it is concluded that cultural distance is an important component of psychic distance, but not the only indicator.

After including regression analysis, the factors influencing the effectiveness of China's

external communication are analyzed

quantitatively, and the corresponding data diagram is shown in Figure 8, from which it can be seen that after regression analysis, the influence of relevant factors on the effectiveness of China's external communication is more and more real and reliable. At the same time, the relationship between the corresponding factors and the effectiveness of China's external communication is becoming more and more clear.

Figure 8

. Data graph of regression analysis of

various aspects of psychic distance and

effectiveness

of

China's

external

communication

1 1.5 2 2.5 3 3.5 4

3.9 4 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9

The Number of nodes

M

in

im

a

x

,

M

e

a

n

a

n

d

V

a

ri

a

n

c

e

CULD POLD DEVD EDUD RELD GROD

2) Analysis of empirical findings and suggestions

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influence of the above related factors on the

effectiveness of China's external

communication, the following conclusions can be drawn:

A. The components of psychic distance, mainly the differences in national culture, political environment, level of development, level of education, religious beliefs and geographical distance, are negatively correlated with the effectiveness of China's external communication. This shows that in order to better carry out external communication activities, China needs to shorten the psychic distance with relevant countries in cultural environment, political environment, level of development level, religious beliefs and other aspects, so as to effectively spread Chinese culture around the world.

B. Countries with close geographical distance have natural advantages in China's external communication, and the corresponding level of education is not significantly correlated with the

effectiveness of China's external

communication.

Based on the above analysis, the author puts forward the following suggestions aiming to realize the influence and power of China's external communication.

A. Give priority to the countries with close psychic distance, and take the psychological factors of international audiences into full consideration, so as to enhance the influence of China's external communication.

B. Actively analyze the geographically distant countries and the corresponding psychological factors of the audiences, entrust third parties to track and evaluate the whole process of relevant external communication activities, and then propose the communication mode and strategy based on shortening the psychic distance.

C. Actively shorten the psychic distance between China and other countries. In this

regard, the main measures include

strengthening cultural exchanges and

cooperation, enhancing cultural communication

and understanding, building a political

environment of mutual benefit and mutual trust, reducing institutional risks, raising the level of

national development, enhancing the

comprehensive strength of external

communication, and attaching importance to the communication and exchange of religious culture.

CONCLUSIONS

It is a challenge that the Chinese government must face and respond to improve the influence and power of China's external communication. Based on the factor of psychological distance, the author, in this paper, analyzes and studies

the effectiveness of China's external

communication. The study shows that in the process of external communication, China pays too much stress to the positive contents and the

forms of communication, while ignores

psychological feedback of international

audiences on the contents. In fact, the survey shows that international audiences have doubts about China's external communication, which leads to its poor effectiveness. Therefore, aiming to improve the effectiveness of China's external communication and expand the influence of Chinese culture, the author studies the psychic distance, an important factor in China's external

communication, selects cultural distance,

political environment, level of development, level of education, religious beliefs and geographical distance as component factors of China's external communication, analyzes the relationship between psychic distance and the effectiveness of external communication, and puts forward corresponding suggestions for the realization of effective external communication based on the findings of the study. The experiment shows that the effectiveness of China's external communication is inversely related to the psychic distance of international audiences. The author further focuses on analyzing the influence of other factors on China's external communication, and makes a comprehensive analysis of the psychological distance factors studied in this paper based on relevant research findings, aiming to provide suggestions and references for the Chinese government to improve the influence and power of external communication.

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