Research On Sports Stars Shaping National Image In The Field Of Cross-cultural Communication

In the context of an increasingly complex international environment,the construction of a national image has a very important strategic significance for promoting national development.It can not only provide a good international and external environment for social and economic development,but also encourage domestic people to work hard for national development and social progress.Recently,most countries are very concerned about the construction and development of their national image.Meanwhile,they recognize,shape and enhance their national image from the perspective of national strategic development.Since the beginning of the21 st century,the Chinese government has paid great attention to the construction of national image,and has taken many measures to shape and promote it,and has achieved great results.As reflected in the "Global Survey Report on China’s National Image 2019",since the founding of the People’s Republic of China,China’s national image has been continuously improved,which has been fully affirmed by overseas respondents.However,the construction of China’s national image still needs efforts,and the overall image of the country still needs to be further improved.So far,there are still a lot of "misinterpretations" and "misconstructions" of China’s national image and Chinese culture in Western countries and their people.Recently,the command of the international discourse power is still firmly hold in the hands of Western countries,meanwhile there are some deficiencies in the construction of Chinese cultural modernity.Therefore,promoting the construction of China’s national image is facing even greater difficulties.Solving it is an important issue and a daunting task for the Chinese government.In general,the main body of national image shaping is not only the government,but also enterprises and individuals.Moreover,enterprises and individuals have the incomparable advantages of the government in shaping the national image,especially individuals,because they can eliminate the influence of ideology to a certain extent,they will play a more important role in shaping the national image.Moreover,in terms of personal factors,sports stars have a greater advantage than other groups in shaping the national image.Therefore,this study takes sports stars shaping national image as the research object,and systematically discusses the value,mechanism and strategy of sports stars shaping national image.This study has important theoretical and practical significance.It reveals the inherent laws in the shaping of national image by sports stars,and provides theoretical basis and guidance for promoting the shaping of national image by sports stars.Meanwhile,it also provides a research paradigm and research framework for other studies related to shaping the country’s image by other individuals.In terms of practical significance,it also provides a reference for the specific practice of promoting other individuals to shape the national image.This study takes the rational approach of "why","what" and "how".Among them,"why" mainly focuses on answering the question of why sports stars can and do shape the national image,which means to elaborate the "why" by exploring what is the logical starting point for sports stars to shape the national image and the values and advantages they have in shaping the national image."what" mainly focuses on answering the question of what is the national image shaped by sports stars,explaining what are the meaning and constitutive dimensions of the national image shaped by sports stars,and discussing what are the influencing factors,operating mechanisms and shaping paths of the national image shaped by sports stars."How" mainly focuses on how to promote the national image by sports stars and what measures and strategies should be taken.Specifically,based on the existing research results on national image,this study uses cross-cultural communication,semiotics,media image,national image,metaphor and other related theories,and applies content analysis method,data mining method,questionnaire survey method,model research method,case study method and other research methods to systematically investigate the value,mechanism and strategy of sports stars in shaping national image,which demonstrates the logical starting point and symbolic significance of sports stars in shaping the national image,explores the inherent advantages and constructive value of sports stars in shaping the national image,explains the connotation,image dimension and influencing factors of sports stars in shaping the national image,explores the operation mechanism and multiple paths of sports stars in shaping the national image,and proposes measures and countermeasures for sports stars in shaping the national image.Specifically,the study of the logical starting point and symbolic meaning of sports stars in shaping the national image,explores the specific practice of Chinese sports stars in shaping the national image since the founding of New China,and discusses the logical starting point of the current practice of Chinese sports stars in shaping the national image.This study explores the hierarchical structure of national image and explains the logical starting point of the process of national image shaping by sports stars,explores the ability of high and low contexts to coordinate and unify,the ability of cognitive deconstruction and re-structuring,and the ability to connect old and new cognitive frames,and explains the logical starting point of cognition in national image shaping by sports stars.On this basis,based on the relevant theories of semiotics,the present study discusses the inner mechanism of sports stars becoming symbols and giving meanings,investigates the characteristics of sports stars such as physical symbols and behavioral symbols and their presentation,and analyzes the two kinds of symbolic meaning generation and their differences.In the study of the intrinsic advantage and constructive value of sports stars in shaping the national image,the mechanism of the intrinsic advantage of sports stars in shaping the national image and its manifestation are explored from three perspectives,including the star effect,heroism and fan culture,and the constructive value of sports stars in shaping the national image is explored from two aspects,namely the constructive subject value and the constructive platform value.In particular,the content analysis method and questionnaire survey method are used to empirically test whether sports stars are national image building subjects,so as to further prove the intrinsic advantages and constructive value of sports stars in shaping the national image.In the research on the connotation and image dimension of sports stars shaping national image,this study starts from the concept of image,analyzes the connotation and characteristics of sports star concept,discusses the theoretical basis of sports star image dimension,and determines the sports star image dimension through questionnaires.Based on the media image theory,this study analyzes the inner connotation of the media image of sports stars,explores the theoretical dimension of the media image of sports stars,and uses the data mining method to explain the actual dimension of the media image of sports stars.Based on the connotation of the national image of sports stars,this study analyzes the internal relationship between sports star images,media images and the national image they shape,and expounds the historical evolution of sports stars shaping national image.Therefore,taking the2020 Tokyo Olympics as an example,this study explores the dimension of current sports stars shaping China’s national image.On this basis,based on the specific practice of sports stars in shaping the national image,the influencing factors of sports stars in shaping the national image are explored at three levels,including the image of sports stars,the media image of sports stars and the national image,and at three levels,including macro,meso and micro.This study studies the operation mechanism and multiple paths of sports stars in shaping the national image,and discusses the operation rules and relationship of the conversion mechanism,linkage mechanism,extraction mechanism,and amplification mechanism according to the shaping chain,image chain and communication chain of sports stars in shaping the national image.Based on the logical starting point and internal operation mechanism of sports stars in shaping the national image,this study discusses the self-shaping paths and other shaping paths of sports stars in shaping the national image,social media shaping paths and short video shaping paths,cultural shaping paths and sports IP shaping paths.In the part of measures and countermeasures for sports stars to shape the national image,this study is based on the research conclusions of sports stars’ advantageous value,image dimension,influencing factors,logical starting point,operation mechanism and shaping path in shaping the national image.Therefore,from the three levels of sports stars,media and government,the specific measures and countermeasures for sports stars to promote the building of national image are put forward.This study reveals the internal laws of sports stars shaping the country’s image,and puts forward a series of innovative academic viewpoints: sports stars,as the main body of shaping the country’s image,have inherent advantages and communication values incomparable to the government;The logical starting point for sports stars to shape the national image mainly includes the logical starting point of field,the starting point of process logic,the starting point of meaning space and the starting point of cognitive logic;Sports stars have image chain and shaping chain from sports star image,media image and national image in shaping national image;In their shaping chain,there are four internal mechanisms of conversion,linkage,extraction and amplification;At present,the national image created by Chinese sports stars is presented as the image of a supporter of fair and just rules,the image of a higher,faster and stronger,the image of a person who is full of personal charm and honesty,and the image of a messenger of cross-cultural communication;Sports stars will take the path of self-shaping and other shaping,social media shaping and short video shaping,sports culture shaping and sports IP shaping.In promoting sports stars to shape the national image,we should create potential link points for cross-cultural communication,adopt civilian metaphors,strengthen narrative strategies,promote top-level design,and enhance the synergy awareness and ability of the three images.And this study has certain innovations in academic thoughts and academic viewpoints.In terms of academic thought,this study regards sports stars as a whole for the first time,affirms their inherent advantages and dissemination value in shaping the national image,reveals the connotation of the national image they shape,and explains the influencing factors of their shaping of the national image,expounding its logical starting point and operating mechanism for shaping the national image,and exploring the paths and measures of sports stars to shape the national image.The study of sports stars shaping national image is advanced from the existing case study to the overall study,from the partial study to the systematic study,and from the phenomenon study to the regularity study.