良好的国家形象对促进国家间关系发展发挥重要作用，而媒介接触对受众感知的影响也早已为传播效果理论所揭示。但在中国国家形象层面，不同渠道、国别和内容设置的媒介接触是否会对异国民众的感知产生影响、其影响程度如何仍有待探究，并且实证研究依据较少。本研究在对南亚三国(印度、巴基斯坦及斯里兰卡)部分民众(N=953)进行问卷调查的基础上，分析和比较了民众的不同媒介接触在中国国家形象感知上造成的影响差异。数据统计分析结果支持了大部分研究假设。 研究结果表明，首先，不同渠道的媒介接触所带来的影响不同。网络媒介接触对调查对象的中国国家形象感知具有积极的促进作用，而传统媒介接触没有显著影响:其次，不同国别的媒介接触的影响不同。对西方视频平台和新闻客户端的接触对调查对象的中国国家形象感知具有一定的负面影响，西方社交媒体接触未表现出同样的负面效用。与此不同的是，接触中国社交媒体对南亚民众的中国国家形象感知具有显著的正面影响，但对中国视频平台和新闻客户端的接触则不具备这种效用；此外，研究还发现接触不同类型的媒介内容也会对受众的中国国家形象感知造成差异化的影响。接触与中国有关的软新闻有利于调查对象形成对中国软实力的正面感知，接触硬新闻则能促使其形成对中国硬实力的正面感知。以上结论均体现了不同渠道、不同国别和内容设置的媒介接触在南亚民众的中国国家形象感知形成上起到的不同作用。最后，基于实证研究结果，本文也对“如何提升中国国家形象在南亚地区的传播效能”这一问题提出了针对性的策略建议。

A good national image plays an important role in promoting the development of inter-state relations,and the influence of media exposure on audience’s perception has already been revealed by the communication effect theory. But in terms of the shaping of Chinese national image,whether or not the differences of media exposure’s channels,ideology backgrounds and content settings will influence foreign people’s perception and to what degree are still issues remaining to be explored, without enough relevant empirical researches. Based on a questionnaire survey of some people (N=953) in the three countries in South Asia (India, Pakistan, and Sri Lanka), this study analyzed and compared the differences in the influence of different media exposure on Chinese national image perception. Based on the review and the establishment of the research questions, the researcher conducted quantitative statistical analysis of nearly 1000 valid questionnaire data. The results of data statistics and multiple linear regression analysis supported most of the research hypotheses. The results of the study show that, first of all. the network media exposure has a positive promotion effect on the Chinese image of respondents. And it is not obvious in the terms of traditional media. Secondly, the video websites and news clients with Western ideology backgrounds exposure has a certain negative impact on the Chinese image perception of respondents, but the exposure to Western social media does not show this. The difference is exposure to Chinese social media has a significant positive impact on the perception of the Chinese national image of South Asians, but contact with Chinese video sites and news clients does not have this effect. In addition, the study also found that contacting soft news related to China is conducive to the formation of survey objects’positive perception of Chinese soft power and contacting with hard news can promote their positive perception of Chinese hard power. The above conclusions all reflect the different roles played by the media exposure of different channels, different ideology backgrounds and content settings in the perception of Chinese national image of South Asian people. Finally, based on the result of the empirical research, this paper also proposes targeted str ategies on how to effectively improve Chinese national image in South Asia.