A Study On The Strategy Of Constructing China’s National Image In Winter Olympics Reports

In 2022,when the epidemic is normalized,global economy is in dismay,social issues emerge and the international political situation is complex,China’s national image and its media construction are facing challenges.Mega international sport events,such as the Winter Olympics,are often important occasions to make the community visible and gather patriotic feelings,and also a key opportunity for the mainstream media to construct a national image.At this time,a "green,simple and safe" Winter Olympics was held,providing rich materials for the construction of national image mainly by streaming media.Compared with the 2008 Beijing Olympic Games,how the mainstream media will report the Winter Olympics and innovate in its expression and content in new-media forms is also worth paying attention to.Starting from the construction of news text,this study takes news reporting as a media practice process,and examines how the media construct the image of China in the post-epidemic era by news framing,discourse construction,expression strategy and media forms.Through the text analysis of CCTV news reports about "Beijing Winter Olympics",the media’s image positioning,image construction and interpretation of image meaning,nation space-time construction are analyzed so as to have a more systematic and objective understanding of the media construction of China’s image.This study found that the reporting genre of CCTV reports is mainly short news,but the stylized reports,interviews and feature programs account for a large portion;the reporting scenes are mainly around major ceremonies and MEDALS;the report form is mainly short videos,supplemented by pictures,and medium/long videos occupy a large portion.In terms of event reports,there are a large number of reports on events such as the popular athletes winning the championship.In addition,it pays continuous attention to China’s short track speed skating and figure skating,and less attention to the unpopular events.On reporting strategy,CCTV mainly constructs China’s cultural images,historical images,government images,and citizen images,adopting the "people-orientation”,"revitalization-inheritance","friendship-peace" and"home-country" discourses.In terms of expression strategies,CCTV combines individual narrative with grand narrative,resort to human common emotion and highlight national image in a dramatic narrative.In addition,the multi-modal communication form also has a unique advantage in constructing national image by creating multi-dimensional time and space.Through the above strategies,CCTV News constructs the national image and completes the production of national consensus.