National Image Promotion And China's Media Strategy Of Olympic Communication

Since China carried out the policy of reform and opening, the development of China's society obtained the achievements of world interest, which improved the China's image a lot. However some western media hold a view of"China Threat"theory to this, and it has already harmed China's image. Therefore it is necessary for China to take some active measures to promote national image.The transmission of national image needs an international platform. In the year 2008 the Olympic Games will be held in China. The Olympics is not only a kind of sports event, but also a platform to improve the image of the host country. There is a very practical and immediate significance that China's media grasp this opportunity.Through analyzing the national image theory and summarizing the development of China's image since China'policy of reform and opening, under the current international situation and to the problems of China's current image, a new goal of the national image comes into being. That is a grand country full of responsibilities; a strong country with peaceful upsurge; a harmonious and progressing developing country; a country safeguards the people's fundamental interests. Achieving this goal needs a platform for constructing the national image. Through the reports related to the Olympic Games, the new image could be constructed. On the base of analyzing the close relation between national image, the Olympic Games and mass media, the research indicated that the Olympic communication is significant for constructing the national image.With historical view to see, there are two models of the Olympic communication in China. They are"Olympics-China"unilateral model and"Olympics-China-Olympics"interacting model. Under the interacting model the strategy of Beijing's Olympic communication has special features on the fields of Who, What, Whom, belonging to the 5W theory. Especially, how to improve China's national image through Beijing Olympic communication has much research value. Beside the strategies of Olympic media reports of newspaper, TV and internet media, which are mainstream media currently, are the most important parts among all the strategies.