Production And Promotion Of Short Video Content On The Official Facebook Account Of The Beijing Winter Olympics Organizing Committee Strategic Research

General Secretary Xi Jinping stressed during his inspection of the preparations for the 2022 Beijing Winter Olympics that it is our solemn promise to the international community to organize the Beijing Winter Olympics and Winter Paralympics,and that we are fully confident and capable of delivering a wonderful,extraordinary and outstanding Olympic event to the world.The Winter Olympic Games have produced new Chinese cultural symbols such as the "ice dun dun" and the "black technology" of the Winter Olympic Village,which have enhanced China’s international exposure and soft power.Overseas social media platforms are an important field of international communication nowadays,and short videos reduce cultural discounts with their rich audiovisual symbols.As an authoritative official organization,the short videos on the official Facebook account of the Beijing Winter Olympic Organizing Committee are an important window for the international communication of the Beijing Winter Olympics.This paper focuses on the content production and promotion strategies of the official Facebook account(@Beijing2022)of the Beijing Winter Olympics Organizing Committee.The study finds that the short video of the official Facebook account of the Beijing Winter Olympic Committee has both personal and grand narratives,low-context narratives to reduce cultural discounts,multi-platform and multi-body joint operations to build a Chinese outreach matrix,inviting celebrities to join to meet users’ reading needs,releasing recruitment and mascot information to meet users’ interactive needs,and following up on offline activities to win the attention of more audiences through dual channels.However,the official Facebook account of Beijing Olympic Winter Games Organizing Committee faces the following difficulties in short video international communication: lack of novelty in cultural symbols,strong official color in scene shooting,blurred and lack of logo in some videos,obvious official attributes,lack of interactive content,strong propaganda color and insufficient commercial value.Based on this,the author suggests: in terms of topic selection,we should focus on seeking new symbols of Chinese culture and cultivate international communication talents based on cultural confidence;in terms of scene shooting,we can show the fireworks of ordinary life through ordinary ice rink based on the original agenda;in terms of post-production,we can use high technology to develop interactive immersive short videos and add cool clips to attract the attention of Generation Z.In addition,the official Facebook account of the Beijing Winter Olympic Organizing Committee needs to establish an international communication audience pool and develop regional country studies;study the rules of overseas social media operation and enter the market;link more subjects to highlight the characteristics of the event;improve the national channels to the sea and proactively set the agenda;and put forward independent concepts to build a national discourse.