Research On Image Representation Of Winter Olympic Official Films

Since the 1924 Winter Olympics in Chamonix,22 official films of the Winter Olympic Games have been released.This article selects three official films of Sapporo,Japan,Salt Lake City,USA,and Sochi Winter Olympics in Russia.It is guided by the cultural representation theory of Stuart Hall,from the "cultural cycle","cultural identity","coding / Decoding" starts from three parts,explores how the official film of Winter Olympics represents the meaning in the process of cultural cycle,summarizes the development trend of the three-time official Olympic film in the selection of cultural identity,and explores the process of "coding" in the official movie of the three winter Olympics.The ideological construction and the problems that the audience reflected in the “decoding” of the official Olympic Winter Movies.This article is divided into five parts.The first part is the introduction,which mainly expounds the research background and purpose of this paper,the research object,the research method,the review of relevant literature and the definition of theoretical concept.Through the combing of the official Olympic film and the cultural literature of Stuart Hall’s cultural representation theory,the three parts of "cultural cycle","cultural identity" and "coding/decoding" in the cultural representation theory system are determined.To analyze the theoretical framework and theoretical basis of the official Olympic film.The second to the fourth part,from the above three theoretical perspectives,take the three official films of Sapporo,Salt Lake City and Sochi as examples to analyze the image representation of the three films,to explore and summarize the official movie of the Winter Olympics in recent years.The spread and development of the coming.The fifth part puts forward suggestions and prospects for the development of the official film of Winter Olympics.The future official film of the Winter Olympics should follow the cultural laws and expand the channels of communication;draw on the experience of the predecessors and present its own characteristics;play coding ideas,promote cultural exchanges,cross national cultural differences,and grasp the common emotions of all mankind.The study found that: First,on the issue of “cultural circulation”,the official film of Winter Olympics as a cultural product,its influence influence is reflected through the five links of characterization,identification,production,consumption and rules,but due to copyright restrictions The distribution area of the official film of Winter Olympics is relatively narrow.It can only be spread through sports film festivals and public welfare joint exhibitions.In the process of cultural cycle development,the cultural communication of official films still needs to keep pace with the times.Emerging media platforms have broadened the broadcasting channels to open high-quality video channels for viewers.Second,on the issue of "cultural identity",the confrontation between different power subjects has had an important impact on the discourse construction of the official Olympic film.In recent years,the official film of Winter Olympics has more diverse choices of athletes’ cultural identity.The proportion of men and women in winter sports is more balanced.The share of women participating in heavy sports events has increased.The film narrative pays more attention to showing women’s self-cognition and self-expression.Third,on the issue of "encoding/decoding",the cultural hegemony of the official film transmission of Winter Olympics was realized by "encoding" and "decoding".The theme of the film has become the carrier of the Olympic spirit and the export of the country’s ideology.In recent years,the official code of the Winter Olympics has been devoted to the interpretation of the spirit of the Olympic characters and the purer expression of the Olympic culture.The narrative focuses on the transition from "gold medal" to "self-cognition",and pays more attention to the deeper connotations of morality,humanity and self-realization.The "decoding" process of the audience on the official film is affected by various factors,and its attitude towards "decoding" is also more complicated.Therefore,the "coder" of the official film needs to listen to the opinions and rational reference to improve the image quality of the official film.As the official documentary of the historical changes and development of the previous Winter Olympic Games,the official film of Winter Olympics is the common cultural wealth of all mankind.This paper introduces Stuart Hall’s "cultural representation theory" into the cultural study of the official films of the Winter Olympic Games in Sapporo,Salt Lake City and Sochi,and analyzes the image representation of the official film of the Winter Olympic Games in different eras.How the Olympic official films of different eras constructed the cultural significance of the Winter Olympics through video symbols,with a view to providing reference for the official film production of the Beijing-Zhangjiakou Winter Olympics.