| The purpose of this article is to explore how Olympic host countries demonstrate their cultural soft power through the opening ceremony of the Olympic Games and the process of cultural soft power playing a role in the opening ceremony of the Olympic Games.At the same time,it provides a reference for the research of strengthening national cultural soft power and provides experiences for the successful hosting opening ceremony of large-scale sports events in the future.This paper mainly uses the video observation method,the literature method and the content analysis method.At first,this article reviews the related research of cultural soft power,expounds the connotation,denotation and characteristics of cultural soft power.And then it takes the opening ceremony of the last four Olympic Games as an example research,analyzes of the specific content of cultural soft power and the specific performance at the opening ceremony.The results show that:1.The concept of cultural soft power: Cultural soft power refers to the ability to attract other countries to imitate on a voluntary basis,follow and achieve the expected goals based on the cultural contents of the country through cultural display.The core element of cultural soft power is cultural values.2.The Cultural soft power characteristics: Cultural soft power has the characteristics of non-compulsion,long-term and covert existence,endogenous and extroversive,independence and attachment.3.The opening ceremony of the Olympic Games is an important occasion and window for host countries to show their national culture and an important window for the host countries to show the world their national culture and the country's soft power of culture.Cultural demonstrations at the opening ceremony of the Olympic Games can be divided into three main categories:(1)the Olympic host countries show Olympic culture;(2)the Olympic host countries show national sports events;(3)the Olympic host countries shows national culture.The demonstrations of Olympic culture mainly include Olympic slogans,countdown to the opening ceremony,the show of Olympic rings,appearances of athletes,flying peace pigeons,the lighting ceremony of Olympic torch and the Olympic mascot.The display of sports events with national characteristics,relay racing,discus,javelin,fencing,marathon in Greece;qigong,tai chi,martial arts and kite flying in China;British football and rugby football in Britain;parkour,climbing,skateboarding in Brazil.The displays of national culture mainly include the famous national figures,famous buildings and attractions where the Olympic host nation is located,the important historical events,the host nation's contributions to human civilization,the artistic characteristics of the hosting country,the national historic culture of the host nation and the unique Olympic culture concept and so on.4.The opening ceremony of the Olympic Games reflects the cultural soft power of host countries of the Olympic Games,which is mainly manifested in the cultural cohesion,cultural innovation,cultural transmission and cultural attraction of the Olympic host countries.Cultural cohesion for the host country of the Olympic Games,it mainly displays the cultural identity that the domestic populace has for the nation as well as the mobilization ability of the organization formed for the opening ceremony of the Olympic Games.Cultural Innovation In the opening ceremony of the last four Olympic Games,Greece showed concept innovation,China showed technological innovation,Britain expressed its brand strategy of "Creative Britain",and Brazil showed technological innovation.The main power of cultural transmission is that the host country's culture is disseminated through television,the internet,newspapers and coverage by mainstream media in various countries.Cultural attraction mainly through the opening ceremony in the host country's Olympic cultural values and in line with aesthetic advanced cultural content demonstrated.5.From the opening ceremonies of the last four Olympic Games,we can find out that cultural soft power should play a role.This includes the process of cultural heritage and cultural creation in the Mainland as well as the external cultural transmission to the outside world and the display of the charm of the national culture.,Manifested as cultural cohesion,cultural innovation;external,manifested as cultural transmission and cultural attraction.In the external and external exhibitions,the external display of the cultural soft power of the host country of the Olympic Games is the key point.6.The process of demonstrating the inheritance of ethnic cultures,innovations in ethnic cultures,dissemination of ethnic cultures and the charm of national culture embodies in the opening ceremonies of the last four Olympic Games.They are important steps in exerting cultural soft power. |
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