| This is the technology age; a countries reputation has a more direct impact on the process of the rise of China, affecting the country’s political, diplomatic and commercial activities. The reputation of a country is an important factor while the rise of China will pay a minimum price over international because we established the image of the peaceful. National image building today is common in many countries in terms of globalization. It is a systems engineering and steps to implementation. Currently, Cultural soft power increasingly prominent in the competition in overall national strength of position and role. The national image regards as a country’s development and security is ever bigger, faster, and more direct that previous time.During the recent years, China has been trying to integrate a variety of resources, shaping the peace of a positive image of the country. Such as shooting national activities,"Beijing Olympic Games, the Asian Games in Guangzhou, Shanghai World Expo," Shenzhen Universiade "by organizing large-scale international public relations activities, and to take the initiative to shape the national image and to prove self-confidence and initiative to show the "soft power" the PR era has arrived, marking the Chinese media of communication strategies. This is the best of times since the modern media generation.The image of the country depends on the relevant reports of the spread of the system at home and abroad. The successful countries Portrayal must be established in the strategic plan of the cultural counterbalance mechanism, at the same time, a country’s international influence and technological means of communication, but also determines the National Image. The image of the country is multi-faceted, and can be derived from the characteristics of geography, history, propaganda, art, sports, music, and the famous figures.This thesis of sports communication as an important component of the spread of national image as an object of study, analyzed, sports communication is an effective means of building a national image, it can become a country’s unique selling point of marketing for the country and bring about financial income. The sports spread as the spread of a culture is essentially a cognitive process of social development and human spread of sports culture through the mass cognitive. Sports communication as a Chinese and western sports and cultural exchanges and cultural transmission process, people understand culture, especially in this world of the relationship between the Chinese sports culture, human development, and social development of China’s cognitive and cognitive platform provides a wide range of cultural integration, design and guide the way to a Western country can accept and understand, cleverly spread of introduced Chinese cultural and social progress, the real and modernization process presented in the World front. Based on the opportunities of this special time, China will also be in more areas of integration into the world and be recognized. Sports dissemination of results of the Beijing Olympic Games and other major sporting events, as the object of the research and analysis of this thesis research before scholars have come to unanimous mentioned Beijing Olympic cultural transmission, spread the traditional culture of China, human culture at the same time, it gets the recognition of different ethnic groups, and has a unique culture of independent values of the Code of Conduct. This suggests that the major sporting events in the world within, to convey a social entity and cultural expressions. China also is that such a global media event by hosting major sports events, the integration of the power of culture to enhance the role of China’s national image. History since the sport thriving social stability, economic development, cultural prosperity is always linked inextricably linked. The connotation of the tournament along with the pulse of the times, representing the market will show the incomparable richness and complexity. The sports communication different from general dissemination, it is a two-way, spread the substance of the exchange and sharing of information, more attention to the communication between the subject and object. The Sports Communication comply with modern national image building communication strategies. Sports constitute a part of the community as a whole system, The Sports Communication vitality lies in sports, cultural vitality is spread. Sports culture as a carrier subject to cultural values. Sports culture due to different cultural patterns and different sports culture. Sports culture is a part of the community, the nature of the community that is popular culture, that is, the market culture. Market culture as a market economy are due to the demand generated, that is to say, sports is an integral part of the popular culture. Reaches the dissemination of sports through the dissemination of sports and cultural information, and the ultimate goal to promote the development of the sports industry. Sports spread information, the information came after the world culture "fusion", thus making people feel more sports communication convenience and closeness, to make it more "cosmopolitan". World-type events on the impact of the world economic development mainly in the dissemination of trade information, to promote the sale of goods and promoting the development of the world economy stealth effect. Intensify the international Sports Communication can be improved to a certain extent the foreign audience attention and interest of the sports industry in China, bringing the consumer, such as sports clothing, sports lottery, or to the Chinese tourism industry’s development, with the constant injection of new vitality, over time forming a virtuous circle, plays an important role in the construction of national image, compared to other cultural, sports and cultural values more to encourage innovation, can tolerate "dissidents", is sports communication seems more close to the people, it makes the public more easily accept the way of sports communication.China sports spread the study of building a national image during the Beijing Olympics, so many scholars and experts have begun to turn its attention to issues of Sports Communication and build the image of the country. However, with the Olympics wave of the past, our country on this issue still has not been enough attention from scholars long-term. Under the guidance of the international trend, sports transmission also failed to become the mainstay of the national image building. In view of this, the theoretical study, the analysis of the effective ways to build a national image is essential for the spread and shape of the image of the country. |
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