Research On The Construction Of National Image Of Official Weibo Accounts Of Sports Events

The process of globalization continues to advance,and all countries and regions in the world have gradually become an interconnected whole.As the world’s largest comprehensive sports event,the Olympic Games attract the participation of more than 200 countries and regions around the world,as well as leaders and VIPs from all over the world,and are a global sports,cultural and diplomatic feast.China’s news media need to seize this communication opportunity and organically combine sports event reporting with national image dissemination with the help of Internet platforms such as Weibo,so as to present the most authentic and three-dimensional image of China’s national image to audiences around the world.As one of the official accounts of the Beijing 2022 Winter Olympics,the official Weibo account of the Beijing 2022 Winter Olympics represents the official position and identity,and conveys the most authentic and reliable information to the audience.On the basis of its large user group,the Sina Weibo platform actively called on platform users to participate in the spread of the Winter Olympics,enabling the account to quickly condense a large fan base and become one of the main new media positions for public opinion publicity during the Winter Olympics.Therefore,for major sports events of a global nature such as the Winter Olympics,the official account has shown great power in terms of communication and public opinion guidance,enabling it to assume the responsibility of building a national image in the era of globalization.With the help of content analysis method,text analysis method and other research methods,this paper selects the content data released by the official Weibo account of the "Beijing 2022 Winter Olympics" as the main research object,reveals the specific path of this type of account to shape the national image,points out the problems and shortcomings of the account in the process of constructing the national image,and proposes corresponding solutions.The study found that the official Weibo account of the Beijing 2022 Winter Olympics presented an open,inclusive and forging ahead Chinese national image to audiences around the world through various channels such as official identity,media collaboration,and setting issues.In the process of news reporting of large-scale sports events in the future,official Weibo accounts of sports events need to give full play to their own communication advantages,explore the typical examples of excellent sports stories in China,promote the soft output of culture,build national image IP symbols with the help of new media communication matrix,narrow the gap in media strength,innovate external communication systems,and better promote the continuous improvement of the ability of this type of account to build a national image.