The Coverage Of Asian Games In Guangzhou And Dissemination Of National Image

National image refers to a comprehensive and overall understanding and evaluation of a country by international community. National image is the most important intangible assets for a sovereign country, and an important part of the soft power of a country, which symbolize the national power and spirit, and embody the comprehensive national strength of a country. National image is of significant importance, which has direct impact on a country's status and role in the international community. Building a positive national image is good for a country to obtain the understanding and trust of the international community, and to promote international cooperation and fulfill the country's external strategic objective. Therefore, to spread the good national image gains more and more world attention.However, the national image of our country in international community is not optimistic. The differences of news values and ideology, the leading position of Western media in international public opinion and the external communication problems, all of these influence the actual effect of spreading the national image of China and result the misunderstanding of foreign audiences, which in turn have a negative impact on the promotion of national image.Beijing Olympics plays a key role in promoting China's national image. The 16th Asian Games in Guangzhou, as another major international sport event held in China after Beijing Olympics, provides a good opportunity for China to show itself to the world. Therefore, we should take advantage of this chance to show the world our material and spiritual achievements, and to further enhance the national image of China.From the aspect of communication, this paper takes the 2010 Asian Games in Guangzhou as the object, trying to analyze the concept of sports reporting and national image and their relationship, and to discuss the significance of sports reports on promoting national image. Comparing the reporting on Asian Games between Japan's Kyodo News Agency Kyodo Net and the "People's Daily", this paper analyzes how the two news media to build the frame of news reporting through the means of statistics and content analysis. In this paper, it uses the media events theory, the encoding and decoding theory, and the selective theory to analyze how the Asian Games coverage to disseminate national image. Finally, combining with the problems and deficiencies in spreading national image through Asian Games coverage, this paper discusses a better way to spread national image through sports reports, and proposes the strategy that to spread the national image through large-scale events coverage.