| As a global media event, the Olympic Games provide inexhaustible news resources and anenormous market for mass media audience. Sport provides a unique way to shape the nationalimage and express the national identity. All countries show their competitive ability, at the sametime, they will try to shape their own national image through the sports achievement and toobtain the identity from the international society and the citizens of their own. The success of2008Beijing Olympic Games and some related news reports, provides a historic opportunity forour country to construct and broadcasting the national image。"Peaceful rise" of China’s nationalis one of the typical cases.The2012London Olympic Games will further strengthen and enhance our citizens’ nationalidentity. This study will take the Olympic Games as a starting point. The Beijing OlympicGames, especially after the London Olympic Games, Chinese sports industry will face whatkinds of international and domestic situation, how to grasp the development direction intransition period and what the benefits of the sports propaganda to win glory for the country andthe image? In this situation the Olympic reports how to make more rational voice in order toprovide reference for the development of Chinese sports and mass media coverage of sports.Theresults show that:Sports achievement is an important cause of citizens to form and strengthen nationalidentity. However, now we have so much to be proud of, not only in the Olympic Games. Nowthe sports transition is big background, weakening the political functions of sports and otherprominent functions are inevitable. We should seize the opportunity to develop mass sports,return to the essence of sports, this is the fundamental of becoming a sports power country.China’s sports development of the nationwide competitive is an inevitable choice in China.It is the national competitive sports system to promote the rapid development of competitivesports. Chinese athletes in the Olympic Games or other contests in the world competition directlyaffect the understanding degree of our country citizen sense of national identity. However, withthe development of society, people widely discussed whether or not continue to adhere to thesystem of the whole nation to spread at the present stage. Competitive sports system has manyproblems and disadvantages in the process of development, and brought certain negative effectsto our sport and even the development of sports.As a global media event, Olympic Games provide good reporting materials to the media. What the media report in the Olympic Games not only shape the national image of China, butalso enhance China’s national image. People get through different pathways of the OlympicGames information, can form highly cognitive, and lay a solid foundation for the formation ofChina’s national identity. The London Olympic coverage make construction of our nationalidentity through the topic description and style of narration. The national identity and sense ofpride and sports reports of mass media is closely related to, but is not a simple causalityrelationship. Increase of sports funds in order to obtain more Olympic medals, thus arouse astrong national identity. It can be said that some far-fetched.This paper gives the suggestions are:1) Sports transition period, strengthen theimprovement and development of their own competitive sports, mass sports and pay attention todevelopment of public sports services, increase the mass sports and school sports human,material and financial resources, investment, the third to coordinated development, graduallycomplete the transformation of sports development mode finally, realizing the sustainabledevelopment of China’s sports.Competitive sports could enhance and improve the citizens of our country national identity,however, competitive sports and mass sports of their separation, as a system, in the pursuit ofcompetitive sports achievement at the same time, further widening the gap between the masssports and competitive sports, resulting in China’s mass sports backward situation. Now thecountry needs to sincerely and seriously listen to national opinions on sports development, andeffectively adjust the related policy and strategy.The mass media should play a correct role. We must constantly adjust the narrative subjectand style in the coverage of the Olympic Games or other sports competition, such as fairly treatof every athlete, not only to pay attention to those who get good grades athletes, for those wholose the game player, will also give some attention, to the correct way to construct nationalidentity. |
