kets. As Mr. Shen, Suru, an expert on international communication in China, observes, in international communication, “to make others know us better, we have to do our best to know others better.” [9] Studying the popular content and representation patterns of the most influential international media corporations will also help to make Shanghai’s foreign-oriented communication better adapted to the target audiences as such studies will help to reveal the foreign audiences’ accustomed patterns of media content and media representation patterns. Moreover, it will be advisable for Shanghai’s media to strengthen their efforts in conducting international cooperation projects. Cooperation with world-renowned media organizations, in particular, will help Shanghai media to reach the international audience through the well-established channels of the latter’s global networks as the latter, with their long experience in international communication, their expertise in producing media products and their credibility among worldwide audience, can easily access the mainstream international mass communication markets. International communication does not only mean foreign-oriented communication or foreign publicity. It also means providing domestic audience with information on foreign countries and foreign cultures. Shanghai’s media have been doing a lot for the latter as well. Foreign-related information, including foreign news, coverage of international sports events taken place in foreign countries and information on foreign cultures, forms a regular part of the media content in Shanghai. Shanghai being a metropolitan city, Shanghai people show a high degree of acceptance towards foreign cultures. Surveys by several Chinese scholars show that they tend to actively seek for foreign-related news and readily enjoy entertainment media products from different parts of the world.[10] For example, one survey in 1999 shows that “international news” in newspapers ranked very high as the frequently read content of the public in Shanghai: 61.3% of the respondents of the survey claimed that they frequently read “international news,” a higher percentage as compared with that of the respondents who claimed to frequently read “Shanghai News” (59.9%) and those who claimed to frequently read “National News” (53.0%). [11] The same survey finds that 45.6% of the respondents said that they frequently watched (on TV) films and teleplays produced in the United States; 21% of the respondents said that they frequently watched (on TV) films and teleplays produced in Japan. Another survey conducted in 2001 among the young people and teenagers even show higher percentage of the respondents who claimed to frequently watch (on TV) US-made films and teleplays (61.2%) and Japan-made films and teleplays（34.4%）.[12] While we should recognize the positive side of the flow of foreign-related information in Shanghai through the media for helping Shanghai people to acquire a better knowledge about foreign countries and foreign cultures, the possibility of some related problems should also receive attention. Some critics have pointed out that some imported TV cartoons contain violence and can have negative effects on children. [13] Besides, as media products, like other cultural products, inevitably carry with them cultural values, the latent effects of the products of foreign media cultures call for serious study. In addition, the results of the above-mentioned 1999 survey on citizens of Shanghai and foreign cultures appear to be puzzling with regard to the percentages of respondents who claimed to frequently read “International News,” “Shanghai News” and “National News” respectively, for these percentages contradict the journalistic wisdom summarized in one of the news values—proximity, which connects physical closeness to the appeal of news to the audience. And such results call for a study of the reasons behind them: Is it because Shanghai audience has become too world-oriented to take sufficient notice of the things taking place around them? Or is it because the content and representations of the content in “Shanghai News” and “National News” are not attractive enough to the audience? Or is ti because of some other reasons? Serious research regarding questions like these is worthwhile not only because it is necessary if Shanghai media are to improve their work, but also because in the age of globalization, media organizations are bound to face international competition. Already, some well-know foreign media organizations are publishing Chinese editions. And, with a lot of regional offices of foreign media organizations in Shanghai carrying out their activities, stories on Shanghai and on other parts of China written by journalists in such offices will pour into their home offices or Hong Kong offices for publication. Chinese editions of the foreign media and China-related stories written by reporters of the Shanghai offices of foreign media corporations will compete for the attention of audience in Shanghai as well as in other places. For Shanghai media to carry out more effective international communication amidst international competition, serious research on related issues will play an indispensable role. To summarize, facing the international environment of globalization and carrying out the country’s open and reform policies, Shanghai in its media development has in recent years done a lot to improve mutual understanding between China (Shanghai in particular) and the rest of the world. But problems still exist in Shanghai’s international communication. And the effects of such communication are yet to be studied. It is considered advisable for Shanghai’s English-language media and media with English-language services to conduct systematic studies of the foreign audiences whose cultural backgrounds, values, and expectations towards media are different from the Chinese. 参考文献目录： 1. Hamelink, C.

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