Abstract: Great changes have taken place in the national image of People's Republic of China in the 70 years since its founding, and the Chinese nation has taken a great leap forward from standing up, getting rich to becoming strong. An independent, reform and opening up, pragmatic, efficient, confident, responsible, civilized, inclusive and vibrant socialist country has stood up in the east of the world, and scientific socialism has shown great vitality and charm in China in the 21st century. However, there is still a problem of duality in China's national image, and the phenomenon of "shaping by others" rather than "shaping by oneself" is still serious. Therefore, we should focus on improving the comparative advantage of theoretical discourse, avoid simplistic and vulgar publicity work, and pay attention to the shaping of ethos and its way, so as to highlight the characteristics of national image shaping.