An Analysis of Guizhou’s International Image in CNN Reports (2011-2021)

Guizhou’s economic and social development has entered the fast lane since 2012, and the leapfrog development of Guizhou and its enormous changes capture the attention of the whole world, making the international image of Guizhou become a concern for academia. Based on the statistics and analyses of the image of Guizhou created by CNN reports in the past decade, it is proposed that the international image of Guizhou should be presented more than just that of an international tourist destination, instead, it should be a multi-faceted and completely new image, which showcases dramatic changes and extraordinary achievements in the economic and social development in Guizhou. Besides, some constructive suggestions are given to enhance the international dissemination of Guizhou’s international image.


Development and Change of Guizhou and Status Quo of Its International Dissemination
In history, Guizhou is often viewed as an impoverished and underdeveloped area. But today, Guizhou takes on a brand-new look after it has realized the leapfrog development in economy and society, and its stereotyped image of "being poor and backward" has turned into the new image of "having rich people and beautiful ecology". The amazing reversal of Guizhou's image is mainly reflected in the following aspects: First, it has achieved rapid development in the economy and torn off the centuries-old label of absolute poverty. In the past decade, Guizhou's economic growth rate has ranked among the top of the country. By the end of 2020, the provincial GDP had reached 1.78 trillion yuan, and the green economy had accounted for 42% of the total regional GDP, and the economic aggregate had risen by 5 ranks and the per capita level had risen by 4 ranks in the national ranking list respectively (Li, 2021). It is commendable that Guizhou, as one of the most poverty-stricken areas in China, has achieved a double victory in epidemic control and poverty alleviation in the year of the pandemic breakout. 66 poverty-stricken counties in Guizhou have shaken off poverty, achieving the development goal of building a moderately prosperous society in all respects on schedule.
Second, the infrastructures in Guizhou, particularly transportation and communications, have greatly improved. In 2015, Guizhou became the first province in western China to connect every county with expressways. In 2017, every village in Guizhou had access to asphalt roads and passenger transport (Lv & Cheng, 2019). In 2020, 5G network covered 88 counties (districts and cities) in the province. At present, it is accelerating the realization of the development goal of "making high-speed rail accessible to all cities" for the central cities in its 9 regions or prefectures. Up to now, there have been 18 expressways and 14 railway routes across the province, and 11 civil aviation airports have achieved full coverage of the whole province. Guizhou's backward situation of "Transport depends on walking on foot and information communication relies on shouting" is gone forever.

CNN (Cable News Network) is an American international mainstream media,
providing 24-hour news service to the cable television network and satellite television users through satellite. It was founded in June 1980 and owned by Warner Media's Turner Broadcasting Company. Its headquarters is located in Atlanta, state of Georgia, the United States. Its news is broadcast in more than 200 countries and regions around the world, covering 2 billion people, and the average daily audience rating during the prime time in the United States reached 77 million in 2014, so CNN has a wide international influence (Li, 2016). This paper selects CNN as the research object and analyzes its relevant news reports.

Data Acquisition and Analysis
To explore the image of Guizhou in the eyes of the world, the author searched for the keyword "Guizhou province" on CNN website, and found 109 relevant news reports or information, including written news ( Guizhou to promote its economic and social development, accordingly tourism publicity is also an essential part of international dissemination and image con-

Conclusions
The findings of this case study are of both practical significance and theoretical implication to enhancing the international communication capacity of Guizhou province. Specifically, the constructive suggestions proposed above can be a frame of reference for the authorities or institutions in charge of international dissemination, such as the Publicity Department of Guizhou Provincial Party Committee, in continuously strengthening international cooperation and improving international dissemination. To sum up, the striking reversal of Guizhou's image is a witness to the earth-shaking historic changes in Chinese society and refreshes the world's understanding of China and Guizhou. To tell about Guizhou's story of the huge changes, establish a good international image of Guizhou and interpret the successful secret code of the "governance of China", will not only promote Guizhou to embrace the world and continue to develop by leaps and bounds but also help the world to know about colorful Guizhou and understand wonderful China much better.

Conflicts of Interest
The author declares no conflicts of interest regarding the publication of this paper.