The Communication Strategy Of China’s National Image In Sports Report

With the advent of the era of globalization,the strategic position of national image is becoming more and more important.Global sports events have a strong influence and are an important opportunity for a country to spread a good national image.The Olympic Games is not only an international large-scale sports event,but also an important media event that attracts the attention of people around the world,and an important opportunity to spread the national image.With the rapid development of media technology,the function of mass media to disseminate national image has become more and more powerful,and the dissemination of national image through sports reports has attracted more and more attention from all over the world.In the context of building a powerful country in sports,this paper uses "discourse analysis theory" and "framework theory" as the theoretical basis to analyze and summarize the 2008-2016 Olympic Games reports in "People’s Daily(Overseas Edition)".Overseas Edition)” started with the sports reporting framework of the recent three Summer Olympics,and sorted out the news frameworks such as its reporting angle,reporting style and reporting content,and summarized the dissemination strategies of China’s national image in sports reporting.This paper explores the role of reports of global sports events in the dissemination of national image,and provides suggested strategies for propaganda and reporting for the dissemination of national image."People’s Daily(Overseas Edition)" reported on the 2008-2016 Summer Olympics,facing Hong Kong,Macao and Taiwan compatriots and overseas audiences,with the national image positioning of "top-level design",the narrative topic of "seeing the big from the small" and the Based on strategies such as“tailor-made” discourse expression,the following conclusions are drawn from the analysis of sports reports in the past three Summer Olympic Games in the three aspects of sports material,institutional and spiritual elements in disseminating China’s national image:1.Sports Reports Clarify ’Agenda Setting’ Communication StrategyIn the process of sports reporting,with the background of building a "sports power" as the strategic core,and the top-level design process of the national image with the thinking of agenda setting,can a positive and positive national image with recognition and appeal be spread.2.Sports coverage focuses on "people-oriented" communication strategiesIn the process of sports reporting,adhere to the people-oriented communication strategy,so that the audience can have emotional resonance in the process of sports reporting,thus enriching the content of the report and broadening the scope of the report,focusing on expressing the humanistic spirit of sports,so as to spread National Image.3.Sports coverage attaches great importance to the communication strategy of "connecting the audience"The target of the dissemination of sports reports is the audience itself.It is necessary to give full play to the dissemination function of sports reports,and through appropriate reporting methods and content,to spread a good image of China to the audience,so that the audience can feel the feelings of China,understand the Chinese culture,and express their inner feelings.Emotion,better play the communication effect.By analyzing the content and methods of sports reports,this paper puts forward suggestions for the strategy of disseminating national image in sports reports from four aspects: the perspective,genre and content of sports reports,and reporting modes: 1.Adopt a multi-narrative communication strategy;2.Strengthen the layout set communication strategy;3.Increase the communication strategy of objective judgment;4.Pay attention to the communication strategy of collaborative reporting.