The Interpretation Of Beijing Olympic Mascots "Fu Wa" In The Context Of Mass Communication

Following the traditions of ancient Olympic culture, many fresh ingredients have emerged into the modern Olympic culture. These include new sports events, advanced organizations and new visual images, Olympic mascots are one of them. Since the first official Olympic mascot Waldi, Olympic mascots have served as a bridge between the host country and diverse Olympic audience. For decades, Olympic mascots with its vivid doll-like design have received world wide worship. With its growing importance and influence the Olympic Mascot phenomenon has draw the academic circles' attention.Since the release of Beijing Olympic mascots "Fu wa", it has become the center of discussion. Some media reports wowed for its excellent compact design while others connect its images to several devastating disasters occurred in China in 2008, say it is a cursed "witch doll". All these reports have revealed the importance of the mascots of an Olympic competition and intrigued the author of a comprehensive and just study. The previous study of Summer Olympic mascots or "Fu wa" is mostly written from a positive angle which lacks certain objectiveness of a scientific research. Also most of the research articles are not based on a systematic analysis.This research will try to interpret Beijing Olympic Mascots Fu wa in the context of Mass communication. The first section of the thesis will review the report of "Fu wa" based on internet websites home and abroad. The analysis of past academic research on "Fu wa" will also include in this section. Documentation summarize will help author to have a better grasp of the past research situation and share a light on this research.In the main part, first a historic review of past summer Olympic mascots and fellow Beijing Olympic visual designs. This will better locate the position of "Fu wa" and its cultural contents and intended meanings. Second, mass media interpretation of "Fu wa" based on the newspaper research of People's Daily and Xinmin Evening Newspaper's "Fu wa" reports. Thirdly, a questionnaire of people's acceptance and attitudes towards the "Fu wa" design.To conclude this thesis, the author summarizes her view from three aspects:the cultural ingredients and concept of "Fu wa", the interpretation of "Fu wa" from mass media and the interpretation from public audience.Based on the research of Olympic mascots the interpretation of Beijing Olympic mascot "Fu wa" is just a beginning. The author hopes this research will provide some useful information for future mascot's designs, media reports on Olympic mascots and the following exploits of Olympic Mascots.