At The Opening Ceremony Of The Large-scale Sports Event Intercultural Communication Research

With the continuous development and progress of human civilization, thesports-loving and demands rise, followed which a variety of major sports events areendless. Today, the exchanges of the world have become closer and communications morefrequent, major sports events is no longer a simple athletic activity, but also an activity topenetrate many factors such as cultural, emotional, political, economic exchanges andcooperation. In particular, the opening ceremony of major sporting events, as the spiritualhighlights of the activity, is often given great attention and input by the event organizers,who attempt, by this opportunity, to show to the out world, but also to gain all aspects ofincome.The refinement of 2008 Beijing Olympic Games opening ceremony shocked the world,and since then, China has successively held large sporting events opening ceremonies,attracting attention and participation in major festivals, which make it becomes thecountry welcome all over Asia and even around the world. Along with China’s great powerstatus rising, these activities become windows for the world to understand China, for ourgovernment to demonstrate their comprehensive national strength and opportunities of thecountry’s image. Also they become an important carrier of communication and promotionof Chinese culture, also a platform for foreign exchange. In this context, this essay takesthe opening ceremony of major sporting events held in China as the research object for thestudy of intercultural communication.In the early 1980s, intercultural communication was introduced to China, attractingthe foreign language scholars, and the academic multi-disciplinary. In recent years, thestudy of intercultural communication is becoming a hot topic of domestic academicresearch, but relatively few studies are involved in the field of sports, in which the openingceremony of intercultural communication research are even fewer, and which are not yetdedicated, systemic writings, more of which scatter throughout the individual sections ofthe relevant sports and cultural dissemination of research. Foreign studies are also rare.Main research gets involved in taking such event as an example to explore the largesporting events opening ceremony of cross-cultural communication strategies; hosting the 2008 Olympic Games, the Olympic Culture and Olympic sports culture spread hot; someof the research has focused on the integration of major sports events and regional culture,and efforts are taken to explore the role and functions of the media in the spread of sportsculture. Based on status and characteristics of these studies, this essay takes GuangzhouAsian Games for example, to continue to explore the deep meaning and significance of theopening ceremony of major sports events, in order to get a new perspective, a moreprofound research.In terms of practical significance, the essay takes the 16th Asian Games inGuangzhou as a case study to explore the major sports events in the opening ceremony ofthe cultural dissemination of ideas, strategies, methods and experience, to organize asimilar event in the future to provide factual information and practical reference, to betteraccomplish the opening ceremony of the sports event a cultural event, full event. This alsohelps to open up communication and carry forward the Chinese traditional culture, and topromote domestic and international cultural exchange, and to demonstrate new ways ofenabling national and regional image. From a theoretical sense, this article selects studyand research perspective to expand intercultural communication, actually to initiate moreresearchers’ attention and study, to some extent, to promote the development of thediscipline of intercultural communication.This paper analyzes the object of study: the opening ceremony of major sports events,regional image and cross-cultural transmission, a clear extension of the object of thesestudies and containing. The origins, evolution and essences of Lingnan culture, whosecore is Guangzhou culture. This is taken as origins of intercultural communication of the16th Guangzhou Asian Games opening ceremony. On the while, relying on the ideas,strategies and techniques of communication, semiotics, linguistics, theoretical analysis ofthe 16th Guangzhou Asian Games opening ceremony is given, of which the law ofcross-cultural communication is discussed; In addition, the spread of cross-cultural factorsand causes of impact and hinder the first 16th Guangzhou Asian Games opening ceremonyare analysed. These three parts explore the origins of Lingnan culture from the perspectiveof materialist dialectics, the Guangzhou Asian Games opening ceremony of the experienceof intercultural communication and laws of the Guangzhou Asian Games opening ceremony of the cross-cultural communication needs to get rid of and to resolve.The purpose of the study is always to implement in practice, in which the reality ismeaningful. This article will explore the main issues to determine how to solve thedifficulties faced by the current in the field of intercultural communication, through thestudy of the opening ceremony of the major sports events. Looking forward to the resultsobtained by the study will provide a useful reference and help for future cross-culturalcommunication.