中國於1971年加入聯合國，藉此重返國際社會；但在毛澤東主政下，中國仍自我封鎖。鄧小平於1976年接替毛澤東後，終於在1979年開啟中國的大門；此時國際環境中現有的規則、制度及價值，大多為西方國家所主導。中國做為後來者，在二十年間成為亞洲經濟的動力來源，世界各國無不密切觀察其快速的崛起；對於中國在國際體系中扮演的角色，以及該如何面對中國竄升的實力，國際間出現兩種看法。 第一種看法將中國視為必須加以防堵的威脅，第二種則將中國視為可透過交往加以運用的機會。「中國威脅論」之說，在1989年的六四天安門鎮壓事件發生後到達顛峰，中國面臨遭到國際孤立的局面，中國政府因此深刻體認到國際聲譽及形象受損的嚴重後果。而當中國共產黨執政的正當性日益仰賴經濟改革成果之際，中國政府更急於塑造友善的國際環境，使其經濟改革得以前進。中國政府開始啟動了全面的國際形象改造，以緩和將中國視為威脅的國際氛圍。 中國領導人自此大力宣傳其「和平崛起」，並在其傳統文化中尋找「軟實力」元素，做為推展多面向公眾外交的後盾。本文內容主要檢視中國擁有的軟實力資源，及其推動高層官員出訪、積極參與國際論壇、主辦北京奧運及上海博覽會等公眾外交作為，結論認為中國的國際形象改造計畫，在全球不同的區域獲致不同的成效。 / China reentered the international community in 1971 when it joined the United Nations, but it remained a closed country under Mao’s watch. Deng Xiaoping succeeded Mao in 1976 and he opened China’s door in 1979 to a global environment where existing rules, institutions, and values had been largely shaped by western countries. In two decades the latecomer has become the economic powerhouse in Asia and has had other states watching its rapid rise in the global community. Two rival views have since emerged as to China’s role in the international order and how to deal with its rising power. The first deems China as a threat to be contained. The second projects China as an opportunity that can be employed through engagement. The “China threat” argument reached its height after the crackdown on student protest at the Tiananmen Square on June 4, 1989. The aftermath of international isolation seriously alerted the Chinese government to the effect of severe damage to its reputation and image internationally. As the Chinese Communist Party’s power legitimacy increasingly relies on delivering economic success, the Chinese government became ever more eager to create a friendly international environment where its economic development may be furthered. The Chinese government has since launched a sweeping reform of its global image to smooth away the perception of China as a threat. Chinese leaders have since touted its “peaceful rise” and turned to its traditional culture for soft power resources to better support its public diplomacy on all possible fronts. Examining China’s soft power resources and its efforts in staging high-level official visits, actively participating in international forums, and hosting the Beijing Olympics and the Shanghai World Exposition, this thesis finds that China’s global image promotion has reaped various degree of success in different regions.

冷戰結束後，中國在政治、經濟、軍事、文化等面向均有大幅度的成長，國力的增強以及國際地位的提高，引發既有強權與大國的疑慮和不安，有關「中國威脅論」的論調層出不窮。國家形象的好壞，影響一國的前途與發展，以胡錦濤為領導核心的中國，將國際形象定位在「負責任的泱泱大國」、「和平發展的後興大國」和「建構和諧世界的重要推手」三個面向著手努力。 然而，國際民調機構數據顯示，中國訴求的國家形象與國際社會眼中實際的中國形象，仍帶有認知上的差距。造成兩者形象認知不和諧的原因，包括黑心商品氾濫、新聞自由度低、不和諧的威權國家和國際傳播力度不足。中國期望的國際形象與實際國際觀感不符，面對此困境，中國在傳播媒體上制訂了「自建渠道走出去」、「借力使力走進去」和「先發制人」三大策略。在策略面下，本研究以極具代表性的官方電視媒體－中國中央電視台為例，探討中國在實質面上的傳播手段。

自第21世紀初以來，由於電信與資訊科技的積極發展，使資訊取得更容易。於此同時，資訊來源的多樣性也使思想和觀點多元化。 國家形象是簡潔且通俗易懂的概念，它包含一國的國內經濟、政治發展程度、國際體系上的地位、合作行爲、文化和歷史價值。此外，國家形象也把國家利益反映到國際舞臺，允許領導人與外國夥伴鞏固關係、創造共贏局面。該背景下，國家形象塑造是每個政府的迫切目標之一，蓋因和平且可靠的國際形象可以保證國家永續發展。 最近幾年當中，俄羅斯的國際形象惡化。因此本論文的目標為研究自2012年至2016年中（現任總統普京的任職期間）的國際公眾對俄羅斯聯邦的態度。 作者研究俄羅斯形象塑造及公眾外交政策，分析俄羅斯聯邦與其他國家及國際組織的正式文件、國際學者文獻理的推論，也解析臺灣國立政治大學來自不同國家學生、畢業生、老師與教授的立場。作者根據上述資料推論出俄羅斯國際形象受損的原因及國家公眾外交有哪些需要改善的部分；並以強調形象改革政策計畫中，哪些交流能夠使俄羅斯聯邦與國際社會關係暖化來作為結論。 / Since the beginning of the 21st century, development of telecommunication and information technologies has resulted in the substantial expansion of media coverage, greater information accessibility, and sophistication of control over the information. Abundance of facts concerning any issue makes it multidimensional, provoking a plentitude of opinions. The image of a country is a succinct and ready-for-apprehension informational phenomena or entrenched perception of a country by foreign partners, which offers a particular expectation of its behavior, thus, it is one of the major factors influencing international cooperation. In addition, state image identifies a country’s political weight abroad and its status among other members of global community, including the capacity to defend national interests. The significance of the image-building is determined by the fact that it is one of the strategic tasks for each contemporary government. Trustworthy international image speaks for a country’s economic and cultural development and creates a formula of its success abroad and within national borders, serves as a criterion of its stability and transparency. Recently Russia has experienced a substantial shift in its apprehension by the foreign public. The particular study is focused on how global community perceived the Russian Federation from 2012 till 2016, the period that correlated with the latest tenet of President Vladimir Putin. The research is focused on the origins of Russia’s international image along with the evaluation of governmental attempts to enhance it and create transparency and mutual trust under existing conditions, including the course of the country’s public diplomacy. The author analyzed how the world academia and media portray the Russian Federation and collected opinions among students, alumni, and professors of the National Chengchi University. The paper aims to define the most distinctive factors, which form the image of the Russian Federation on the international arena and to elicit the fields of Russia’s public diplomacy, which lack attention the most, as well as to offer a roadmap for overcoming the existing misunderstanding.