Research On Media Ceremony Of Beijing Winter Olympics Based On National Image Communication

The Olympic Games is the most representative sports festival in the world,and its strong influence and communication power affect the public’s cognition on the development of sports to a certain extent.The Beijing Winter Olympics is a major landmark event held by China under the influence of a century of changes and a century of epidemic.Against this backdrop,China has taken the initiative to create a credible,lovely and respectable image of China as a way to break the situation,and strive to tell China’s story and spread China’s voice well at the Beijing Winter Olympics.By creating its own narrative system,China will be recognized by ordinary people in other countries.Strive to present a real,three-dimensional and comprehensive China.This paper takes "medium of the Beijing Olympics ceremony" as the research object,USES the literature material method,case analysis and content analysis and other research methods,through to the winter Olympics spread,the spread of the national image communication and media ceremony related literature search,system combing the winter Olympics,media ceremony’s relationship with national image creation.Firstly,the paper expounds and defines the concepts of "media ceremony" and "national image",sorts out the practice of Chinese media participating in reporting the Beijing Winter Olympics,and expounds the rationality of using media ceremony theory to study the Winter Olympics and national image communication.Secondly,the relationship between the Beijing Winter Olympic Games and the national image communication was analyzed by combining theoretical concepts,and the ceremony construction of the Beijing Winter Olympic Games for the national image communication was expounded.Then it analyzes the ritualized presentation of the Beijing Winter Olympic Games from three aspects: the ceremony subject,the ceremony communication content and the ceremony communication channel,and concludes the communication strategy of the media ceremony construction of the Beijing Winter Olympic Games to the national image.Finally,according to the research content,the methods and approaches to help the national image communication in the Winter Olympic Games are obtained,and the experience is summarized for the overall improvement of the communication power and influence of large-scale sports events in China.The study found that in the presentation of the media ceremony of the Beijing Winter Olympics,the number of subjects of the ceremony communication increased due to the decrease of the media ceremony threshold.The content of ceremony communication has been innovated and the reporting methods have become more diversified.More channels for the ceremony to spread,face-to-face offline experience and immersive online spectator experience,attract more audience participation.From the point of view of the ritual strategy of constructing media,the power of media is strengthened by the pattern behavior.Ceremonies are carried out in multiple fields,and the temporal and spatial boundaries of ceremonies are extended.At the same time,the content of the ceremony is more symbolic,based on common feelings for external communication.Based on this,the conclusion is drawn that the future event communication should be based on the excellent traditional culture,attach importance to the role of social media and opinion leaders,pay attention to the narration of young groups,and build the "smart power" of the country to better spread the national image.