关键词： 制度距离, 对外传播, 分层策略

Abstract: As a non-geographical distance,institutional distance not only restricts the quantity and quality of information exchange,cultural exchange and social communication between China and other countries,but also restricts the cognition and evaluation of the national image of the audience of other countries.Institutional distance has a negative effect on the effect of external communication,which is completely in line with the theory of "outsider disadvantage".Because of the small institutional distance and the friction resistance,the high degree of mutual trust,and the low cost of communication as well,the amount of information,cultural and social exchange with other countries increases and the national image identity becomes higher.Institutional distance is an important basis for the selection of target countries for China's external communication.In this study,the political system distance and economic system distance of 32 selected countries are divided into five levels,which will be the basis for China to choose the order of the target country of foreign communication.Among them,the country with the smallest distance is the current key communication target country.Vietnam and Russia are among countries with the smallest level,and are the most important communication target countries in China at present.The government should put the current relatively limited communication channels,communication contents and other communication resources into the key communication target countries.

Key words: institutional distance, external communication, stratification strategy