Shaping And Spreading Of National Image, In The Era Of Globalization With The Media Activities Of "xiangyun Hut China Story" In Beijing Olympic Games As An Example

The national image becomes extremely important in the era of globalization. However, in the field of International Communications, the national image-building has not kept pace with changes in China. The image of China has been ignored, distorted or dwarfing, that impresses us. On a practical level, the urgent needs to explore the way of shaping the national image.In this paper, empirical and theoretical analysis with a combination of research methods. We have analyzed the course of the Activities of "Xiangyun Hut China story" in Beijing Olympic Games which achieved the success of intercultural communication, using communication theory including the theory of "media events", "culture that is spread" "non-verbal communication" "Agenda Setting" "opinion leaders", and etc.As a result, we get the following conclusions:1)In the media event be concerned widely, we should carry out a reasonable agenda-setting, create a good image of the nation;2)We should abandon the culture of the static display and replace it with interactive activities to experience. "Living culture" is more easily accepted, because it can spread in the unconscious.3) Multi-media co-operation is conducive to enhance the dissemination of results. Multi-media co-operation.Base on the research, the mass media will play an important role in the shaping of national image.