Research On The National Image Communication Of The 2022 Beijing Winter Olympics In The New Era

When General Secretary Xi Jinping took the lead in advancing China to a sports power,he proposed the concept of fairness and equality in economic globalization,the theory of mutual exchange of civilizations,the initiative of the Belt and Road Initiative and the community of human destiny and other ideological systems of world civilization communication and development."The Beijing Winter Olympics is a major landmark activity of China's important historical nodes.It is the guiding spirit of demonstrating the image of the country,promoting the development of the country,and inspiring the national spirit." It is the guiding ideology to make full use of the "Olympic effect" of the Olympic Games on the host country."Theory,Beijing will host the Winter Olympics in 2022,providing an excellent opportunity to spread our national image.Based on the classic theory of communication,this paper summarizes the achievements of China's achievements in the Winter Olympics and the success of the Olympic bid through the literature data method,mathematical statistics method,case analysis method,comparative research method and content analysis method.It expounds that the Winter Olympic Games provides an opportunity for the dissemination of the image of the host country,and analyzes the excellent cases of using the Olympic platform to spread the national image.This paper analyzes the status quo of the dissemination of the national image of the Beijing Winter Olympics,and draws the problems of the national image of the Winter Olympic Games in China.It also proposes the development countermeasures from the aspects of strategic principles,communication content and communication path.Taking advantage of the international stage of the Beijing Winter Olympics,we will take the global vision,the Olympic platform,the cultural integration,and the focus on China as the guide,and explore the study of the Winter Olympics and the national image communication in multiple dimensions.China is sparse in the research results of the national image communication in the Winter Olympics.I hope this paper can provide a theoretical basis for the strategy of disseminating the national image of the Beijing Winter Olympics.At the same time,it can also lay a certain foundation for scholars who will study the image of the National Olympic Games in the future.