国家形象研究存在探讨性文章多,可操作性建议少,提出问题的文章多,解决问题的文章少的缺陷。本文通过对我国国家形象塑造面临和存在的问题分析入手,探讨利用国外博客、播客进行嵌入式传播以塑造中国国家形象的可能性和具体措施,认为在互联网时代,网络的国家形象塑造将是一个切实、可行、有效的途径。 There are many shortcomings in the study of state image, such as more exploratory articles, fewer practical suggestions, more articles to ask questions and fewer articles to solve the problems. This paper starts with the analysis of the problems that exist in the shaping of China’s national image and explores the possibility and concrete measures of utilizing Chinese blogs and podcasts to carry out embedded communication to shape China’s national image. It holds that in the Internet age, the national image of the network will be a Practical, feasible and effective way.