Research on Narrative Discourse Strategy for External Communication of Central Plains Culture——Taking the Where Zhengzhou as an Example

Local media possess a distinctive cultural resource foundation and new narrative discourse manifestations in effectively presenting Chinese cultural stories to the outside world. This research takes the external communication practice of Central Plains culture by the external communication and media convergence center of Zhengzhou Newspaper Group, namely the external publicity brand Where Zhengzhou, as an example, and conducts the content analysis on its internationally awarded works and external publicity corpora. The research discovers that at the cultural narrative level, external publicity media disseminate Central Plains stories from the perspective of "the other", and enhances the cultural undertone through linear narrative. At the discourse strategy level, it ingeniously employs discourse rhetoric to innovate news topics and facilitate the "Going Global" of Central Plains culture. In the future, it is an inevitable trend to combine new media technology to tell Central Plains stories. Local media should utilize youthful "discourse" to reduce cultural misinterpretations and subsequently enhance the dissemination power of cultural external publicity.