Research On The Construction Of National Image And External Communication Effect From The Perspective Of Media Ritual

Media ceremony is an important form of shaping and disseminating national image,and the opening ceremony of the Olympic Games as a typical media ceremony with international commonality,its ritual composition,element display,and cultural manifestation all contain deep cultural connotation and value transmission.However,in the context of cross-cultural communication,the uncertainty of the relationship between the symbols used by media rituals to construct the national image and the things they refer to increases significantly,audiences from different cultural backgrounds inevitably encounter cultural discounts in the process of understanding symbolic representation,and the accuracy of symbolic representations in media rituals by international audiences will affect the external communication effect of national images:(1)Why can media rituals construct a national image?(2)How do audiences from heterogeneous cultural backgrounds interpret the national image created by the media ceremony of the opening ceremony? How receptive is it? How are they reflected in the cognitive dimension,emotional dimension,and behavioral dimension?(3)To what extent is the cross-cultural acceptance of media rituals related to the external communication effect of the national image?This study selects 12 videos related to the opening ceremony of the Beijing 2022 Winter Olympics on You Tube as the carrier for international audience commentary,takes ritual communication theory and cross-cultural communication effect theory as the theoretical perspective,and analyzes the feedback made by foreign audiences after watching the opening ceremony media ceremony related videos through case analysis and content analysis,including likes,comments,replies and other behaviors,and analyzes keywords,word frequency and emotions.The emotional dimension and the behavioral dimension investigate the interpretation bias of foreign audiences on symbolic representations in media rituals,so as to explore the potential correlation between the cross-cultural acceptance of media rituals and the external communication effect of national images.It is found that there is a close relationship between the crosscultural acceptance of media rituals and the external communication effect of national images,specifically:(1)the short-term effect of media rituals on audience acceptance is obvious.(2)The audience’s perception of the national image constructed by the media ceremony is biased.(3)The audience’s emotions are closely linked to the symbolic representations presented by the media’s rituals.(4)Media rituals have little impact on audience behavior intentions.After clarifying the potential relationship between the cross-cultural reception of media rituals and the external communication effect of national images,this paper considers the reasons for cultural interpretation deviations in cross-cultural communication of media ceremonies from the level of audience interaction,and gives relative suggestions for these reasons,so as to provide theoretical and practical references for media rituals to construct national image and national image to the outside world.