Research On The National Image Shaping And Communication In The Opening Ceremony Of The Winter Olympic

The shaping and communication of national image is an important part of national development strategy and an important factor for a country to attract world attention and investment.A good national image means higher credibility,stronger acceptance and broader space for international cooperation and development.In today’s world of accelerated globalization,the shaping and communication of national image is becoming a very important game strategy in international competition.As the largest and most influential comprehensive sports event in the world,the opening ceremony of the Olympic Games is a huge platform to focus the attention of people all over the world and showcase the national image,and more and more countries are using the opening ceremony of the Olympic Games as a platform to shape and communicate their national image.In this study,the opening ceremonies of the 21 st,22nd and 23 rd Olympic Winter Games,which are consecutive in time,are selected for indepth investigation,and then a horizontal comparison is made on the basis of separate analysis to summarise the relevant experience.The opening ceremony of the Olympic Winter Games will be combined with the Olympic spirit and philosophy to help the country present a good political,economic,social and cultural image of the country through ceremonial activities and cultural and sports performances,and to position a suitable and positive national image.And thus propose a strategy to shape and spread a good national image through the opening ceremony of the Olympic Winter Games,which is an international platform with a lot of attention.