Chapter 5. Conclusion
5.4. Policy Recommendation
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making process through prioritizing events in the information space and illuminating the actual problems of the modern world in real time.
At present, the cross-border broadcasting is gradually transforming from an exclusive exchange of information to the creation of new values, aimed at a global audience. In the context of post-modernism paradigm, there is an unwillingness to delve into the essence of the events that have no direct relations to their own national states. In this regard, foreign societies are divided by the information barriers and inequality, rejection of foreign cultural values. In this context, global and national news networks are responsible for the establishment of intercultural dialogue and overcoming the barriers of civilization. Because of such news networks and the impact of international news on a wide layer of public opinion, politics, culture, and economy of various countries are considered in a global context. Thus, there is the establishment of an international approach to addressing problems, which helps to achieve a consensus compromise.
In general, global TV channels, namely CNN and RT, offer the opportunity to look at the events from a panoramic perspective, help to understand the importance of international mutual understanding. Today, when the world community is experiencing a new phase of globalization (the stage of "unifying culture") states seek to strengthen a national identity, while global and national news networks can act as a bridge between people and governments.
By providing people with information about the most important international events, CNN and RT are designed to help overcome the barriers of misunderstanding, adequate awareness of diversity in the world, different challenges, and problems.
Сonsequently, media and especially national news networks can not only set priorities for a political agenda but can also accelerate or complicate the political decisions. It should be noted that the impact of television images is stronger than verbal: visual information is perceived instantly, quickly and permanently stored, causing a major resonance among the public. In other words, one can stress, that national news networks, in the case of this research paper – CNN and Russia Today, have a great impact on the formation and implementation of the foreign policy strategy of the USA and Russia.
5.4. Policy Recommendation
Formation of the global information structures and national news networks has forced the world to look through a fresh lens at the problem of formation of a nation-state image. A new information paradigm means that in the 21st century positive or negative image of any
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country largely depends on who has information superiority in the global communication space and defines an information agenda.
Here one should describe PD as a part of the "soft power" strategy, which is based on stratagem approach in the world politics – to make others "want" to do what you need, using the strategy of attraction rather than a fight. In this context, national news networks play a very significant role. But if a state wants to have a proper influence on the international arena and to successfully develop its soft power, it is necessary to strengthen the position of public diplomacy.
In this regard, the author, as a national of the Russian Federation, considers it necessary, firstly, to increase financial funding for projects related to public diplomacy. No doubts, presence of an idea or program is very important, but without sufficient investments, these ideas would not find a proper application.
Secondly, it is necessary to increase the number of specialists in this field, who will develop the PD programs, based on the new trends and needs arising from the process of globalization. Russia should pay a special attention to it because its overseas neighbour, the US, spends huge amounts of money on the development of PD and by all means encourages experts of this field.
Thirdly, speaking about TV and news, in order to have more influence abroad national news networks can extend the broadcast languages. For instance, the use of Chinese (in terms of the improvement of Russian-Chinese relations) or other Asian languages can bring RT great benefits. At the same time, CNN can attract a wider audience attention through the direct use of the local languages, since in some regions, like Latin America or the North-East Asia, its broadcast is based on using the English language, sometimes with subtitles.
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