Here we borrow Lasswell's 5W model to illustrate the connotation of cultural diplomacy: the subject of cultural diplomacy is the sovereign state, and the object is the government and its people of the target country, so it is different from the people-to-people diplomacy of cultural exchanges between international people; It disseminates cultural content with the national imprint of a sovereign state; The channels of communication are international cultural exchange activities between the governments of different countries, or the dissemination of information through international media groups; The short-term intended effect of cultural diplomacy is to strengthen the people's cultural identity with their own nation internally, thereby enhancing social cohesion, and strengthening the international appeal of their own culture externally, so as to win a favorable international environment for the development of the country. Pen | fun | pavilion www. ｂｉｑｕｇｅ。 The following article examines the application of persuasion theory in cultural diplomacy.

【Abstract】Under the background of globalization, international cultural exchanges are changing from a low political category to a high political category, and at the same time, the political relations between countries are transitioning from hard power politics or physical politics to soft power politics or civilization politics. At the same time, this kind of cultural exchange with political overtones is aimed at changing the attitudes and behaviors of the target government audience, so the discussion of the persuasion theory in the communication effect theory in the communication skills of the communicator, the communication content and the audience will provide a theoretical reference for us to effectively implement cultural diplomacy.

Keywords: cultural diplomacy, persuasion theory, soft power

1. Theoretical overview

1. Cultural diplomacy

It should be pointed out here that, as a kind of cross-cultural communication, the enhancement of internal social cohesion hoped for in cultural diplomacy is the rebound effect of enhancing cultural appeal in the international arena and the crystallization of the effect of enhancing national identity. The long-term intentional effect is to use culture to make the spiritual content that belongs to a country's private property be shared in the process of cultural globalization, and occupy a place in the world cultural forest.

2. The relationship between cultural diplomacy and persuasion theory

In essence, cultural diplomacy aims to achieve the dual recognition of the cultural values conveyed by the target country to the host country, so as to safeguard its own cultural security and national interests. Culture is a unity of commonality and individuality. In view of the individuality of culture, if the act of cultural export wants to generate identity in the target country, it involves the process of changing the attitudes of the government and the people of the target country. Attitude change is achieved through persuasion. Culture is different from economic and military strength, and there is a distinction between strength and weakness, so cultural export and cultural acceptance are an equal and voluntary process. In order to legitimize cultural influence as a political cross-cultural communication, this act of persuasion needs to be justified beyond the demands of power and interests.

During World War II, Karl Hovland's experimental study of war propaganda and U.S. military morale is considered one of the beginnings of the systematic study of attitude change. Later, Carl Hovland returned to Yale University's Yale Communication Research Project, where he explored the art of persuasion in terms of information sources, message content, and audiences.

2. The inspiration of persuasion theory to cultural diplomacy

1. Source of information: the credibility of the communicator

Due to the differences in ideology, foreign media that claim to be objective and impartial will have a certain tendency to "demonize" in their reports on China, and the cultural dissemination of transnational media is one of the most important channels for cultural diplomacy. In order to improve the country's soft power, it is necessary to exert efforts in the field of news and communication in two aspects: first, to use foreign media to change the language color of reports on China; Secondly, by building its own global communication network, it will grasp the right to speak with popularity and reputation, "so that the whole world can hear our voice".

(1) Avoid "shuffling cheating" and reduce "media expectations". When using foreign media platforms to disseminate Chinese culture, it is necessary to face sensitive issues head-on, avoid "shuffling cheating" and lower "media expectations". Honesty is the basis of trust, and cultural diplomacy, as a form of cultural exchange with political interests, is bound to have a certain degree of "shuffling and cheating", but in the information age, the generalization of communicators has challenged the government's monopoly on the political communication of the target group, and any ideological text that insists on going its own way will be deconstructed. In November 2009, China's Ministry of Commerce purchased a six-week advertising slot to broadcast on CNN a promotional film titled "Made in China World Cooperation", which was launched by the Ministry of Commerce to demonstrate the integration of Chinese products into the world market by integrating international technology and co-manufacturing with international enterprises, (1) but with little success. Ignoring the causes of the stigmatization of "Made in China", blindly publicizing the achievements that have been made will not only fail to eliminate the stereotype of the audience, but will make the audience lower the "media expectations" of the information source, reduce the credibility of the communicator, and affect the persuasion effect.

(2) Prevent "ideology" from triggering "psychological defense". When constructing an international discourse platform, cultural communication should weaken the ideological color and prevent "ideology" from triggering "psychological defense". China is a socialist country, and in the process of cultural diplomacy with capitalist countries, ideological confrontation may lead to confrontation of discourse systems, which will lead to a decrease in the credibility of China's foreign cultural exchanges. Therefore, in the exchange of foreign cultures, we should weaken the ideological color and use the charm of culture itself to rejuvenate its appeal. For example, Australian scholar Hardinger pointed out that the activities of Confucius Institutes in Germany focus on cultural fields such as language learning, art exhibitions, and information exchange, and deliberately avoid the more sensitive China issue and the "negative externalities" that arise from ideological differences. This provides an actionable way to effectively maintain the credibility of communicators. Joseph Nye put forward the idea of "indirect power multiplication", which sees culture as an "indirect power" and functions as a "power multiplier". Therefore, cultural products that weaken the explicit ideological function can not only enhance credibility across the ideological gap, but also provide justification for military, economic, scientific and technological hard power.

2. Communication content: The form of organizational cultural diplomacy with persuasive arguments is transnational cultural exchanges, and the content is cultural products, including tangible products (literature, art, images, etc.) and intangible products (personnel exchanges, cultural education, information consultation, lectures, etc.).

(1) Emotional appeals are better than rational appeals. Cultural diplomacy based on idealism is different from the diplomatic logic of realism, and it emphasizes more spiritual factors such as moral principles and values. To a certain extent, the cultural activities of cultural diplomacy that take the people of the target country as the target audience are to influence the foreign policy of the decision-making level by shaping the national image among the people, so the idealized emotional appeal can shorten the distance with the people of the target country more than the rational content presentation. The political image communication of "Gao Daquan" has always been the leading thinking of political communication in China, but in the face of cross-cultural political communication, because the West emphasizes individualism and independent spirit, the persuasion that emphasizes the "grassroots" story can be more recognized by Western audiences. For example, in 2011, the national image film Characters broadcast in Times Square in New York City had limited influence on the presentation of "elite leaders" as the main content of national image building. is also a national image film, and the more story-based plots such as the little girl letting go of her father's hand and running back to turn off the faucet in the angle chapter can dominate the audience's interpretation in low-context culture, making people feel the cultural spirit of China.

(2) The coding strategy of "following the local customs". Cultural diplomacy is a kind of political cross-cultural communication activity, and one of the characteristics of cross-cultural communication is that the coder and the decoder are in different cultural codebooks. Therefore, the cultural background of the decoder needs to be referred to in the encoding process. As an equal and voluntary cultural diplomacy, it is not a forced one-way communication between the sending country and the receiving country, and a good form of diplomacy is based on mutual respect and mutual understanding between the two sides. Therefore, cultural diplomacy should be based on respecting the uniqueness of other countries' cultures, avoiding cross-cultural communication, and seeking survival through mutual integration and development through sharing. Cross-cultural communication based on the cultural communication between the sending country and the receiving country can effectively cross national and cultural boundaries, and "national content and international narrative" can be more recognized by the target audience.

3. Audience: about the personality factors in persuasion

(1) "Dialogue" closes the distance. The one-way "monologue" of traditional diplomacy is not suitable for cross-cultural communication, and cultural diplomacy needs "dialogue" more than "monologue". "Tobacco Control Ambassador", "AIDS Prevention Volunteer Propagandist" and other public welfare status, which makes Peng Liyuan a national idol with affinity under the title of "first lady" with political power. As the "First Lady of China", Peng Liyuan often participated in social activities during the follow-up process, such as in June 2013, when Peng Liyuan, accompanied by President Carmona's wife, watched a Trinidad and Tobago theatrical performance and played Chinese songs with Trinidad and Tobago actors. At the same time, when Peng Liyuan visited the Tridodo Association for Mentally Handicapped Children, she also prepared panda toys containing Chinese cultural symbols for mentally handicapped children. These meaningful public welfare activities and cultural exchanges have softened China's image and promoted mutual understanding between the two peoples in foreign exchanges.

With about 50 percent of the number of teachers in China and about 50 percent of teachers in China, this synergistic approach allows the Chinese government to get the best value for money and the return on what it receives.