The Study Of Public Diplomacy Of China In Rio Olympics

In the international communication,public diplomacy has aroused wide attention because it fits into the needs of current international situation in our country.Regarded as a global language,sports is playing an important role in public diplomacy,so it is the perfect time to apply the public diplomacy theory to sports field.With the the method of literature analysis,textual analysis and case analysis,this paper,taking Rio Olympic as a case study,explores how to take advantage of sports public diplomacy to make the international community to understand and accept China better,in order to promote the national image and international status of China.Firstly,this paper reviewes and analyzes the related research of public diplomacy in China.Secondly,by taken the Rio Olympics as an empirical case,it specifically analyzes the path of China sports public diplomacy,then dissects its existing problems and gives some solving strategies.Finally,it rethinks the sports public diplomacy theory and concludes the operation process and characteristics of public diplomacy in sports.Also it puts forward some concrete and feasible strategic paths to solve the existing problems in Rio Olympics.In this paper,the main conclusions gained are as follows.In Rio Olympics,the path of sports public diplomacy of China is various.Athletes become the most important role in sports public diplomacy.Chinese international referees improve the power of discourse."Made in China" was well known in Rio Olympics.Chinese media has actively spread the voice of China and Chinese people has become an important force of China public diplomacy.The government is the leader of public diplomacy.The shortcomings of sports public diplomacy in Rio Olympics: the lack of international sports stars makes sports public diplomacy eclipsed.Chinese sports was trapped in deficiency of the international discourse right.Hard power lacks of "artisans of the great powers" and soft power lacks of thickness.Chinese media is in a dilemma of being weak abroad but strong at home.Part of Chinese people are more perceptual than rational.The government need to strengthen the construction of sports public diplomacy theory.The characteristics of sports public diplomacy path in our country: its goal is to get the people's support.Its path is from single to multiple.The process of it follows a track as from cognition,understanding to acceptance and integration.The fundamental purpose is to maintain the interests of the nation and promote the world peace.The sports public diplomacy in Rio Olympics inspires us: we need to cultivate some outstanding ambassadors.It is necessary for increasing Chinese international referees to promote the power of sports discourse in the world.The development of enterprise' s public diplomacy has more work to do.It is essential to strengthen the media presence and influence in the domestic and overseas.China public diplomacy needs an attitude of world's citizen and Chinese wisdom.The government needs to strengthen the theory construction and improve the working mechanism of public diplomacy in sports.