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2. Literature Review
2.1 The Study of Intercultural Communication in China
Intercultural communication seeks to understand how people from different countries and cultures behave, communicate and perceive the world around them.
In his book, Intercultural Communication from Theory to Practice, Chen Zhian, Li Li and Liu Chengyu have reviewed the study of intercultural communication in China (Chen, Li and Liu,2005：4). They believe that intercultural communication study began with Xu Guozhang’s article “cultural-loaded words and English Language teaching” (1980). He Daokuan for the first time introduced in detail the contents of the study, its theoretical bases and development abroad in his article “Introducing a new subject—intercultural communication” (1983).
From then on, more and more groups of scholars become interested in this field and a lot of academic works have been published ,such as Deng Yanchang and Liu Runqing’s “ Language and Culture”(1989), Gu Jiazu’s Language and Culture (1990), Guan Shijie’s International Communication (1995), Hu Wenzhong’s Language and Communication(1994) and International Communication and English Learning(1997), An Introduction to International Communication(1999), Jia Yuxin’s International Communication (1997), etc. Moreover, the National Intercultural Communication Conference is held every other year since 1995.
2.2 The Research of External Communication via TV in China
External communication via TV is an essential part of China’s external communication cause, which has played an important role in transmitting Chinese culture, shaping our nation’s image as well as strengthening our international power of discourse. At the same time, it is also an integral component of the whole television broadcasting business, presenting a new, fast-changing landscape.
In the recent twenty years, the development of our nation’s TV broadcasting business not only lies in the increasing channel numbers, but also in the change of broadcasting concepts, models and the methods. In particular, the broadcasting concepts have transformed from “propagandizing” to “publicizing”.
Li Yu, a professor in Peking University, has done a lot in the field of external communication. During his study, he found that although we have accumulated abundant experience in external communication in practice, as to the theoretical research, it may lag far behind the fast-speeding development of real work. Moreover, so far, there is not a systematic and theoretical work on external communication via TV only. Instead, the external communication as a whole has witnessed the publishment of a large number of works, including Contemporary External Communication (《当代对外传播2003》) by Guo Ke, A Brief Study on External Communication (《对外传播学初探》2004) by Duan Lianchen, External Communication from Theory to Practice ( 《对外传播的理论和实践》2004) by Shen Suru, The Spread of China’s Image (《国家形象传播》2006) by Zhang Kun , and International Communication :Exploration and Construction (《国际传播：探索与构建 》2009) by Wang Gengnian，etc. In addition , a national seminar on international communication is held every other year（Li Yu ,2013: 4）.
3. The Analysis of Linguistic Phenomenon on CCTV-News
3.1 The Development of CCTV Foreign Languages Programs
Before setting up a specific foreign language channel, there were just some foreign language programs in China. CCTV-News, a program intended for diplomats, businessmen and overseas students in China, was once broadcast on CCTV-2 since 1986 and then was shifted onto CCTV-4 in 1993. Later on, CCTV plays a greater role in the external publicity: the establishment in 2000 of the English news channel CCTV-9 is followed by the creation in 2007 of CCTV-E and CCTV-F, the news and entertainment channels in Spanish and in French, respectively. In 2009 the portfolio of CCTV’s international channels is enriched by the creation of two news channels, one in Arabic and one in Russian. All the above initiatives mark the internationalization of China’s mainstream Chinese media in the framework of the “going out” strategy, aiming to make the Chinese language, culture, and media more visible internationally. The use of foreign languages is considered as a priority in this strategy as serving as a bridge to strengthen communication and understanding between China and other countries (Li Yu, 2013: 141).