Research of the Spring Festival Report Overseas in Chinese Mainstream Media: Taking the CGTN as an Example

: In the context of intercultural communication, as a traditional Chinese festival. The Spring Festival (also called Chinese New Year)has caused widespread dissemination overseas. The article takes Chinese mainstream media CGTN's Chinese New Year related reports released on Youtube platform as research samples, and takes the period of Chinese New Year of the Rabbit in 2023 as the time period for the study. Starting from the video content released by CGTN, the article explores the Chinese image and Chinese symbols shaped by it. And with the support of Frame Theory, the study analyzes the reporting framework from two levels of textual content and value orientation, and further to explore the communication dilemma of Chinese image in the intercultural communication context.


Introduction
In contemporary world, with the globalization of international economy and international cooperation, Chinese culture has gained more and more attention and recognition in the international community as China's international status has improved. Chinese New Year, as an indispensable part of Chinese traditional culture, plays a crucial role in the international dissemination of Chinese culture. In the era of omnimedia, the traditional media and new media coexist, communication methods and forms are increasingly diversified. As a multilingual official This study takes a semiotic perspective to interpret the cultural symbols with Chinese characteristics in CGTN's short videos in the context of intercultural communication, and analyzes the representational significance of the symbols in the context of CGTN's "reshaping" of Chinese symbols on Youtube. Media framwork refers to a set of selected principlesdeliberately emphasized, interpreted and presented symbols -in news reporting, through which the media organizes its products and discourse (Huang, D, 2005). This study uses content analysis to analyze the content of short videos published by CGTN, supported by Frame Theory.

CGTN's Chinese New Year Coverage and Chinese Image Building
In intercultural communication, there are two main forms of national image shaping: one is the active self-image shaping with the country as the main subject of communication; the other is the national image passively shaped by other countries (Zhang, M, 2018

The Framework Construction of CGTN's Chinese New Year Coverage
Intercultural communication, i.e. interpersonal interaction among members of society and information dissemination activities in different cultural contexts. When a culture crosses the boundaries of time, distance , and race , beginning to transmit, understand and learn from other cultures on its own, the boundaries between different cultures are broken down, and a new realm opens up between different cultures to communicate, spread, benefit from each other, and even mutually influence and reintegrate with each other. The interactivity between cultures has an impact on the cultures of different groups, nations and even the community of human destiny. As the grandest traditional festival among Chinese folk, the influence of Chinese New Year is not only in China, but also in Japan, Korea, Singapore, Malaysia and other Southeast Asian regions, and even in Europe and American area, making it one of the most representative cultures in intercultural communication.
The research is based on the content analysis method, in which the short video reports of CGTN on Youtube platform during the Chinese New Year are selected from two aspects: textual theme and value orientation.

Flat Propagation
CGTN has maintained a high output in content production and creation, producing a total of 132 pieces of relevant content during the short Spring Festival period. However, in the process of intercultural communication, there is no precise positioning of target user groups, lack of stereoscopic and all-round presentation based on big data. The communication method is comparatively stationary and homogeneous, and lacks the awareness of making adjustments according to different cultural heritage and policy forms in overseas countries, which leads to understanding bias when audiences watch the videos. Simultaneously, with frequent message pop-ups and a flood of information, it is difficult for audiences to capture the effective information, which leads to ignoring some information and generating boredom.

Thick Propaganda Color
In its short video reports, CGTN still has the tendency to adopt the mindset of " external propaganda", and the dissemination process is characterized by a strong official color, which causes distrust among audiences in other countries, and thus creates a sense of boredom towards the media. In terms of content, although CGTN is endeavoring to convey a positive image of China to the world, there is still the problem of cultural centrism and a single perspective of propaganda, producing many identical works from the same perspective, which makes it difficult to arouse the spiritual resonance of other countries' audiences.

Misinterpretation
arising from "Encoding/Decoding" and Cultural Differences The "Encoding/Decoding" Theory was developed by Stuart Hall. Encoding is the design of the communicator's arrangement of the message, while decoding is the audience's personal interpretation of the message delivered by the media. In intercultural communication, cultural misinterpretation and misunderstanding are often difficult to avoid due to cultural differences and various underlying factors. Differences in values and knowledge structures of decoders often cause misinterpretation of symbolic meanings. The possession of a common space of meaning by both transmitters and receivers is a necessary condition for effective communication. American scholar Edward Hall divides culture into two categories of high and low context cultures. Chinese media are specialized in embedding meaning and information in contexts, while Chinese media expressions are often not suitable for decoders of non-native cultures.The intercultural communication of China's image through media reports creates a symbolic tension between the encoder and the decoder. While interpreting media reports, decoders may experience cultural misinterpretations due to their own perceptual biases, not because the codes themselves are menacing.

Conclusion
In the perspective of cross-cultural communication, Chinese mainstream media, represented by CGTN, is an important element in shaping China's image. Chinese New Year coverage is a window for Chinese mainstream media to shape the image of China. The research revealed that CGTN's coverage of Chinese New Year customs is copious and accurate, but when it comes to political and social issues, it tends to render China's image with propaganda techniques, which causes the self-shaping of China's image to lack persuasiveness and vividness. In the process of intercultural communication, China should fully examine the audience's exposure tendencies, interest preferences and decoding ability, and make innovative encoding of Chinese culture. It is appropriate to leave behind grand and ambiguous narratives and present China's story in small cuts and details, reinventing the cultural core in the process and better spreading Chinese festive rituals and traditional Chinese culture.