四、胡錦濤時代的公共外交特色：1.手段較以往宣傳靈活，將宣傳和公共外交的概念區分開來。2.「真實的中國」與「形象的中國」差異，造成宣傳的刻版化原因。3. 2008年後擴大國際宣傳的手段，以免讓以美國為首的西方聲音代表全世界聲音，積極的規劃如何奪回話語權，建立起自己的解釋權。4.公共外交內向化(中國特色的公共外交)：美式公共外交具備的是普世價值，中國的公共外交則是對內的政治解釋權。公共外交這一概念在中國有另外一種解釋，即對內人民的「公眾」外交，消除過往中共外交的神秘感，所體現在政策上實際的是中國外交部的「公眾開放日」等政策。5.建立宏大的對外宣傳格局(大外宣)的國家公關戰略。 The people from the informative generation can easily obtain information and recognize the fake and truth. They are no longer under the control of the government. Global communication caused the change of the governmental image. As a result, public diplomacy becomes the ruler of building the national image in order to become the key of the public authority. This paper studies the above case from two perspectives. One is from the public diplomatic aspect, which divides various means to show the propagandas to foreigners. The other one is to change the policy to the foreigners by instilling the above notion through communications. The purpose of this study is to analyze how to use the means of the public diplomacy in order to make Chinese soft power into a national image. The results of this study have 3 aspects. 1.The perspective from the Chinese communist organization: a.The public diplomacy by Chinese communist has no clear boundary to mean the diplomatic achievement. This concept only exists among the high posited political leaders. However, this concept seems only has a little power among outsiders. b.The “organization of the inter-governmental management regard of the public diplomacy” has not been established among most of the agencies. 2.The characteristic of the Chinese communist public diplomacy: a.The method of the Chinese communist public diplomacy seems more like a cultural diplomacy. The propaganda about the Chinese culture is purposely molded along with the media communication. b.The lack of the development of an active public diplomacy. For instance, the establishment of the Confucius institution based on increased Chinese learners among foreigners. 3.The characteristic of the public diplomacy during Hu Jin-tao’s period: a.Method based on propaganda. Divide the concept of the propaganda and public diplomacy. b.The stereotype of the propaganda from the “real china” and “imaged china”. c.The expansion of the international propaganda to avoid dominated American authority over other western countries. Try to actively increase interpretation power. d.Chinese featured public diplomacy: the value of the American public diplomacy is worldwide well-known. On the contrary, the value of the Chinese public diplomacy is the political interpretation power. The concept of the public diplomacy also has another interpretation in China. It is the public diplomacy toward Chinese common people. On the other words, they removed the mysterious feeling that was established among the common people. Today’s Chinese public diplomacy is to open the information to the common people.
