21st Century，Humans are facing common challenges such as climate change，International issues are becoming more and more diverse。Not only does it need to compete for hard strength，There is also competition in soft power，and the active national image is one of the core components of soft power。Russia has been paying attention to national image construction since the 1990s，At that time, its image shaping was mainly performed in disorder and spontaneous，Relevant policies are not clear。After entering the 21st century，Shaping Russia's positive image in the world has become one of the key goals and policy points of the country's foreign policy，It has achieved some results in relevant measures，There are also some problems that need to be improved。

　　bet365 Play online games

Russian scholars think，National image is the imagination and cognition of the country in the country in a certain country and people in other countries.。They introduce the national brand concept，regard the image of the country as a national authority、Economic Ability、Wealth、Comprehensive concepts of cultural and people's life development。Current，Scholars related to the main tasks faced by the Russian modern image shaping strategy are as follows: First，Activate historical memory、Follow the History Commemorative Day、Cultural and scientific achievements to strengthen people's national identity。2，Improve the competitiveness of Russian companies。third，Establishing foreigners as the main target audience、New information system with English as the main communication language。Fourth，More actively expand the activities of Russian scientific research and Bet365 app download cultural institutions abroad，Organizational culture、Art、Exhibition in the scientific field、Meeting、Forum, etc.，Show Russia's cultural and scientific achievements。Fifth，Improve Russia's attraction to investors。Sixth，Actively carry out business activities，Develop tourism industry, especially ecological tourism。Since the 21st century，To improve the international image，Russia mainly adopted the following measures。

First，Adjusting foreign policy。The "Russian Federal Foreign Policy Concept" released in 2000 (hereinafter referred to as the "Idea") clearly discussed the issue of Russia's national image construction，Point out that "promoting the world's positive view of Russia" is one of the goals of Russian foreign policy，Expressing the desire to "seeks to build a multi -polarized international relations"。This Russian Foreign Policy Program File has been updated several times later。The 2008 version reflects the four major transformations of the country's foreign policy: in the diplomatic self -positioning，Convert from a strong country to a large country;，From emergency to preventive conversion; in the scope of diplomacy，Convert from local type to global type; in the international image of foreign countries，Convert from violence to Taoist type。The "Concept" in 2013 will introduce the concept of soft power to foreign policy for the first time，and particularly emphasize the significance of soft power in achieving diplomatic goals。Russia is committed to creating a diplomatic、Culture、Education、Comprehensive soft power strategy supported by business and media，To promote national development，Improve international competitiveness。

Next，Construction outside propaganda platform。Russian President Putin published an article entitled "Russia and the World" in 2012，A form of expression as Bet365 app download a culture，Media is a component of the national soft power，Output culture helps to promote Russia's products、Service and thought。Russia Today TV or Russia Today，or today's Russian TV，Abbreviation as RT) Russian media represented by Russian media is of great significance to change the world communication pattern。This TV station has been committed to reflecting Russia's position on international issues and spreading Russian culture to the audience since 2005，The news content provided has attracted great attention on the international video website。In order to be able to speak better in the world，Russia formed today's Russia News Agency，I hope to "rebuild the world's fair attitude towards Russia, a goodwill"。October 2014，Today, the media group of Russia News Agency set up a news news agency、News website、Russian Satellite News Agency (Sputnik)。The above media jointly formed a new type of popular media team mainly targeted at foreign audiences，Their influence is increasing。From this we can imagine，Social media with international influence、Construction of streaming media，It may become one of Russia's next media layout。

again，Strengthen humanities exchange。In the process of creating soft power，Russia has formulated a comprehensive strategic plan to enhance its global humanistic influence，Emphasize to strengthen contact with overseas Russian and overseas Chinese、Promote Russian language and culture、Promoting international economic development，to change Russia's international image。Relevant measures include the international forum and round table meeting with the theme of holding the theme of "Russia in the Background of Globalization" and "How to Build a Russian Image"，Establishing Russian International Science and Cultural and Academic Exchange Center，Founded the "Russian World" Foundation，provides a path for the bet365 Play online games rich and diverse Russian culture to the world，strengthened the image of a large cultural country in Russia。other，Establish a Russian Federal CIS transaction、Russian Overseas Chinese and International Humanities Cooperation Agency (hereinafter referred to as "Russia International Cooperation Agency")，Create the Gorchakov Public Diplomacy Foundation and other measures，It also improved Russia's global humanistic influence to a certain extent。

Repeated，Develop international education。Russia regards international exchanges in the field of education as one of the cores of public diplomacy，Mainly promoting the work in this field from promoting its language culture and attracting overseas students inward。In terms of promotion of language and culture outside，The Russian International Cooperation Agency to overseas schools every year、The library provides a large number of artworks and teaching documents，The Russian Ministry of Science and Higher Education and colleges and universities are responsible for organizing overseas Russian teaching talent training，The "Russian World" Foundation also helps universities in various countries to set up a lot of work in Russian language and literature and related institutions。other，Russia also organizes cross -cultural exchange training projects through regular organizations，Improve Russian Russia、Cultural adaptability of visiting Russian personnel, etc.。In terms of attracting overseas students inward，Russia has adopted the proportion of foreign students、Provide scholarship、Carrying out measures such as cooperative school。2010-2019，The total number of foreign students studying in various universities in Russia increased from 153,000 to 297,900。It is expected to be 2025，The number of foreign students studying in Russia's higher education and secondary vocational education bet365 live casino games institutions will rise to 710,000。In order to improve the international competitiveness of its higher education institutions，The Russian government launched the "5-100" plan。One of the targets of the plan is to allow at least 5 Russian universities to rank in the "QS World University Ranking", "Thames Higher Education World University Ranking", "World University Academic Ranking" (ARWU)，Enter the ranks of the top 100 universities in the world。Future，It is expected that Russia will actively carry out online education programs for overseas，To continue to expand education exports and enhance its influence。

Last，Cultivate foreign propaganda brands。In addition to the above measures，Russia also attaches great importance to the hosting of the International Economic Forum，Invite foreign dignitaries to discuss major realistic economic issues，Expand its influence in related fields。Hold once a year、It has continued to host more than 20 Russian version of "Davos" -The San Petersburg International Economic Forum and other activities have strongly promoted the improvement of the Russian investment environment，helped it to create a stable economic partner image。other，Russia also actively organizes large -scale sports events to improve its awareness in international audiences，The 2014 Sochi Winter Olympics and the 2018 Football World Cup have greatly promoted the improvement of Russia's international influence。

　It is still necessary to continue to work hard on the basis of existing achievements

Through years of hard work，Russia has achieved certain results in improving its international image。First，Media institutions with the construction of foreigners as the main audience，Reflects the reality of Russia to the world，Expressing its position and point of view。Next，Through the economy、Sports、Science、Education、Culture、bet365 Play online games Active cross -cultural communication in the fields of tourism，To a certain extent, the people's stereotypes of the people of other countries to Russia，and help improve the country's attraction to overseas investment。again，Continuous international education system，The social science system with Russian values ​​is recognized by the world，The internationalization of higher education has enhanced the acceptance of the new generation of people around the world to Russia。Last，The effectiveness of the construction of external image has also improved the recognition and trust of the Russian people in the country，Activated the ability of overseas Russian and overseas Chinese，A positive factor that helps to shape the national image -national cohesion。Another，International tourists entering Russia have continued to increase in recent years，This is the result of the improvement of Russia's international attraction，It also helps improve its tourism environment and even the overall national image。

Although all walks of life in Russia -media、Diplomators、Scholar、Public relations experts have joined the construction of national image，But due to external pressure and lack of systematic organic integration，The effect of related series of policies needs to be improved。The report released by the Pew Research Center in the United States in early 2020，From the situation of 2019，Only 18%of Americans and 26%of British people hold a positive view of Russia。Visible，Russia improves national image and is far away。As Russian scholar Liao Bokhov said，"At present, the image policy of the Russian Federation is actually large -scale、Disposable action，Its positive influence is not lasting。Several actors pursue a common interest，Do a different job，The disorder of action makes the positive discount on the result "。I think，In the future, the foothold Bet365 app download of Russia to improve national image construction policy is: first，Construct a more comprehensive soft power development strategy and a coordination agency serving it、Stable funds and sound information policies。2，Increases the unified ideological consciousness and specific adjustment mechanism on the road to overcoming the negative stereotype of Russia。third，Promoting national and non -governmental organizations、Commercial institutions、Media and other closer coordination interaction。These require continuous efforts and improvements in all aspects of Russia to continue the time.。

(Author Unit: School of Communication, Fujian Normal University)