Research On British National Image Reflected In Reports Of The Times During London Olympics 2012

This paper is based on the theory of media theory and agenda setting theory, mainly adopts content analysis and mathematical statistics method, with The Times of electronic subscription edition in the London O lympic coverage as the research object, from the classification, subject, report te ndency, report subject, the use of symbols and distribution of the London O lympics report, the basic characteristics and the national image analysis of the present are discussed in this paper.After text analysis about the contents, The Times of London O lympic Games reports show Britain’s image in the three major characteristics: one is with humanistic spirit, affinity and responsible, the political image of public opinion. The second is humorous, the unity of the nationalities, inclusive of image. The third is a physical image with the O lympic spirit. The Times of London O lympic reports characteristics and the present positive image, big events reported in C hina with the following enlightenment: Firstly, from the view of news practice, the content of The Times of electronic subscription edition is interesting, interactive, story narration; Media positioning on user thinking; In the view of business, the Times combines its new media characteristics with the market; In content, the news planning has definite pertinence; Secondly, from the view of propaganda and communication, the publicity of The Times complies with the need of the national image construction, attaches great importance to the media market role which contributes to the national image constructio n; Thirdly, from the perspective of national image, through the humanistic spirit to shape the political image, with the aid of the O lympic spirit propaganda shaping national sports image, enhance the media credibility and planning, business strategy will help the construction of national image.