Framing Analysis Of Swedish Media Dagens Nyheter’s Coverage On Beijing 2022 Winter Olympics

As a major international event,the Beijing 2022 Winter Olympics has attracted the attention of governments and media worldwide.The image of the Beijing 2022 Winter Olympics constructed by international media concerns China’s diplomatic and cultural direction,further influencing the discourse in the international arena and China’s international status.Under the unbalanced international public opinion pattern,studying the image of Beijing 2022 Winter Olympics in western media on international social media platforms is significant for China to position its international image and understand the international public opinion pattern.In the existing studies on the news media coverage of the Beijing 2022 Winter Olympics,no research has been conducted from the perspective of the Swedish mainstream media.This study analyzes the Swedish mainstream media’s coverage of the Beijing Winter Olympics based on the framing theory,which complements the existing studies and is essential for better communication of China’s image through international events and for optimizing the strategies of China’s media international communication practices.This study uses content analysis and discourse analysis to categorize and code the 304 news samples of Dagens Nyheter during the period from the opening to the closing ceremony of the Beijing 2022 Winter Olympics,so as to explore the framing of its coverage on Beijing 2022 Winter Olympics,and to analyze the causes,and therefore provide feasible suggestions and countermeasures for the construction of a good national image for China.The study is divided into five parts.The first part is the introduction,which introduces the background,research questions,the significance and design of the study;The second part is the main body of this study,which conducts statistics and framing analysis on the coded samples from high,middle,and low levels respectively;The third part is the conclusion of the news framing and the reasons behind,including political,media and cultural factors.The fourth part is about the revelation of the framing analysis,which summarizes the optimization strategies for China’s outreach based on the previous research results.The last part is the result,outlining main findings and deficiencies of this study.The study finds that the news coverage comprehensively reported the events with Sweden as the core,which met the audience’s needs.However,some of the media facts constructed deliberately discredited the preparations for the Beijing 2022 Winter Olympics,China’s epidemic prevention policy,and China’s political system,affecting the Swedish public’s correct perception of China.There are six reasons that contribute to the image of the Beijing 2022 Winter Olympics and China:1.Sweden’s political stance is pro-European and pro-American and tends to support countries with similar ideologies;2.Sino-Sweden relation continues to deteriorate;3.Sweden strongly supports freedom of the press and news diversity at the legislative and policy levels;4.The commercial needs of Dagens Nyheter determine that its reporting tendency and position must conform to the preferences of the Swedish country and public;5.The language barrier and stereotypes between China and Sweden make the news coverage biased;6.As a member of the EU,Sweden is in complete ideological opposition to China and cannot escape its Eurocentric narrative and position.According to the study,there are certain problems in China’s communication method with Sweden,and targeted improvement measures should be formulated:1.Compared with English-speaking countries like US and UK,international communication between China and Sweden is not close enough,so efficient audience research and intensive communication on culture should be developed to apply to Sweden;2.Chinese culture is largely different from Sweden’s,and China’s habitual use of thinking patterns and expressions from the Chinese perspective in communication with Sweden may easily cause confusion and resentment among the audience.Therefore,it is necessary to actively cultivate professionals familiar with the Swedish language and culture to break down cultural barriers in international communication.3.In the Swedish opinion field,ideological prejudice against China and Chinese media has always existed.International communication should be carried out with the help of Swedish and Western discourse and thinking patterns to reshape the Chinese image.