Analysis Of Visual Symbols Of China's National Image In A Cross-cultural Context

With the rapid development of the world economy and science and technology,"globalization" has become an inevitable trend,and the exchanges between countries around the world are increasingly close across geographical boundaries.As the first time for the next host city to perform "8 minutes in Beijing",it is not only a party,but also an opportunity and platform to tell the story of China in the new era,show the features of China in the new era and shape the national image of China in the new era.However,in the context of global communication activities,the conflict and collision of multi-cultural values of foreign countries is inevitable.Building China's image through cross-cultural communication faces huge challenges and opportunities.China should actively explore ways of cross-cultural communication,create a "common space of significance",raise the level of spreading Chinese culture and national spirit,and show the image of China in the new era.In this paper,by using saussure "signifier" and "mean" and Roland barthes' s theory of "containing deliberately refers to" and the metalanguage of "pyeongchang-8 minutes in Beijing" analyzes the selection and application of visual symbols,found its clever use of visual symbols,the Chinese traditional culture,scientific and technological achievements,folk custom for the expression of modernization,about China's "cultural story" "success stories" "the story of the world" and "friendly",show the image of China's new era.At the same time,through comparison with the color,selection and combination of visual symbols of "8 minutes in Athens--Beijing",it is found that with the development of culture and the progress of science and technology in the past 14 years,China abandoned the "wonder" expression of ancient China and replaced it with more modern and high-tech visual symbols.It shows that with the increase of comprehensive national strength,China has gradually improved cultural consciousness and built cultural self-confidence.In "8 minutes" performance comparison with other countries,Chinese pay more attention to collectivism,high context spread,and the absence of the use of the symbol,and the western countries pay more attention to individualism,civilian perspective and the use of multiculturalism,the two different cultural expression of symbols in the cross-cultural communication refers to the differences in understanding,lead to the ideal.Therefore,through the comparison of two vertical time "Beijing 8 minutes" and cross-regional horizontal "8 minutes" performance using visual symbols,we can draw the inspiration for China's cross-cultural communication.First,we should explore cultural values and seek cultural identity.In the process of communication,it is necessary to explore the practical significance of traditional culture and the value of national culture,so as to create national culture with distinctive national characteristics and recognized by other nations.Explore more ways of cross-cultural communication,create a "common space of meaning",and seek cultural identity.Second,we should create "super symbols" to expand cultural influence.Expand the attraction and influence of Chinese "super symbol" through artistic creation.Third,we need to break stereotypes and present a soft image of China.We should properly handle the relationship between politics and culture,avoid the expression of "flexing muscles",and apply universal values to show a soft image of China.Fourthly,we should establish cultural consciousness and enhance cultural self-confidence.Chinese culture is extensive and profound.With the enhancement of its comprehensive strength,China should establish cultural consciousness,abandon the "spectacular" expression of China,explore the cultural symbols of the new era of China,let the culture "go out" but also "go in",and build cultural confidence.