Research On Sports International Image In Olympic Report Of China And The UK

The paper studied respectively the coverage of two newspapers---People’s Daily(overseas edition)and The Times towards the Olympic Games held by that very country and other countries,through making comparison&analysis of report of The Times on 2012 London Olympics and coverage of The People’s Daily(overseas edition)on 2008 Beijing Olympic Games,together with coverage of the two newspapers on the same other Olympic Games-2016 Rio Olympic Games,the paper compared China’s sport International image and the UK’s sport International image self-molded by the two newspapers by applying The theory of CIS on quantitative analysis and qualitative analysis.By comparing&analyzing of the number of report texts and report issues of the two newspapers,the paper discriminated emphatically the similarities and differences as well as the leading reasons of China’s and UK’s sport International image self-molded by the media window on the background of press idea,reporting behavior,and national culture under the differentiation,the similarities are the two countries both stressed the patriotic spirit and national pride sense;both countries advocated the practice of Olympic spirit;the athletes of the two countries have struggled courageously,and both showed a image of big country with an open and respected mind.The differences are that China’s Olympic diplomatic coverage has a strong political color and a relatively simple content while the UK was not only concerned about country image and politics,but also had no obvious political orientation;China values collectivism and collective honor while the UK emphasizes the embodiment of individual values;China has a degree of emotional intensity while the objective truth of the UK was just simply presented;China was devoted to the report of affection tending to perfect style,while the UK has its own uniquely British humor with objective&incisive tone.At last,the paper proposed optimization countermeasures and feasible Suggestions to domestic mainstream media represented by the People’s Daily towards self-molding of sports international image media reports should pay attention to the folk sports diplomacy activity;should promote the right sports values and enhance the correct sports values;should shape sports international image through the media’s "agenda setting" function;and should continue to put forward traditional culture and highlight ethnic characteristics.