Research On Visual Cultural Symbol Communication Of Beijing Winter Olympics

The development trend of "globalization" has closely linked cultural communication,economic development and scientific and technological progress among countries in the world,and exchanges between countries have become increasingly close.Cultural communication has become an important weapon to shape national image and enhance international influence.However,in the international communication pattern of "the west is strong and the east is weak",the current discourse power is still in the hands of western media.As the largest developing country,if China wants to occupy a certain position in this unbalanced communication order and obtain a greater voice,it should pay attention to the enhancement of cultural communication ability and the construction of national soft power.The continuous maturity of media technology has brought a new development trend for cultural communication.Visual cultural symbols have lowered the barriers of cultural acceptance with their intuitive and aesthetic characteristics.The 2022 Beijing Winter Olympics is a large-scale media event held by China facing the world,which plays an important role in spreading Chinese culture and shaping China’s image.The Beijing Winter Olympics contains rich and aesthetic visual cultural symbols,which bring positive significance to the external communication of Chinese culture.Based on the visual culture,Roland Barth’s "meaning analysis mode" and Saussure’s "two-axis"theory,this paper analyzes the visual cultural symbols presented in the three stages of the bidding,preparation and holding of the Winter Olympic Games,and finds that they use visual cultural symbols to express the modern Chinese traditional culture,scientific and technological achievements and green ideas.Using text analysis and case analysis as research methods,the propaganda films,external logos,video materials and related reports of the Beijing Winter Olympics are sorted and summarized.It is found that the visual cultural symbols of the Beijing Winter Olympics have a common expression from the aspects of color and shape,which has the value function of reversing the stereotype of China,spreading the green concept and reshaping the dimension of Chinese national identity.In addition,the visual cultural symbols of the Beijing Winter Olympics have achieved certain successful experience in the aspects of world consensus,cultural spectacle,application of science and technology,spiritual culture and so on,which brings certain enlightenment significance for China to hold large-scale media events in the future.