Research On Cultural Communication Strategy Of Beijing Winter Olympic Games Opening Ceremony

Cultural communication has existed since the emergence of human social culture,and has promoted the exchange and mutual learning among various heterogeneous common cultures in the world in the historical process.Common culture refers to the culture that develops within a society and nation and increasingly penetrates into the thinking and behavior patterns of everyone and collective in society;obviously,the cultural blending caused by cultural communication refers to the mutual influence between the common culture of a society and an ethnic group and other cultures through various carriers.When the society and nation where the weak own culture exists are gradually impacted by the strong other culture and even cultural invasion,the mode of thinking and action gradually tends to the other culture,which may lead to the change or even extinction of the own cultural characteristics.In the era of globalization,cultural influence is the core competitiveness of nation-states,so the research on cultural communication has flourished in recent years.Based on the theory of cultural communication,this paper takes the opening ceremony of Beijing Winter Olympics as the research object,analyzes the cultural communication strategy of the opening ceremony of Beijing Winter Olympics through literature research,text analysis and case study,and summarizes the cultural communication rules of major international cultural activities.In addition to the introduction and conclusion,the text of this article has five chapters,divided into three parts.The first part is the first chapter of the text.Starting from the origin of the opening ceremony of the Winter Olympic Games,this paper analyzes the purpose of the opening ceremony of the Winter Olympic Games,and finally draws the conclusion that the three purposes of the opening ceremony of the Beijing Winter Olympic Games are to highlight the governance of China in the normalization of the epidemic,to show the image of China as a powerful country on the world stage and to change the imbalance of the development of ice and snow sports in China.The second part is the second to fourth chapters of the text.These three chapters systematically and specifically analyze the cultural communication strategy of the opening ceremony of the Beijing Winter Olympics from three aspects : material selection strategy,narrative strategy and value communication strategy.Among them,the topic selection strategy is reflected in the diversified selection of the theme symbols and the characters and attributes of the opening ceremony and the diversified presentation of the artistic characteristics of the opening ceremony.The narrative strategy will be elaborated from two aspects : the narrative technique of the integration of technology and culture and the narrative structure of multi-space and plate.The value communication strategy is embodied in the cultural orientation of spreading common values and the Chinese narration of common values.The third part is the fifth chapter,which expounds the problems and enlightenment of the opening ceremony of Beijing Winter Olympic Games.There are some problems in the Beijing Winter Olympic Games,such as paying too much attention to the power of science and technology and ignoring the proportion of people ’s performances,the lack of cultural content and the unclear arrangement of links.There are three inspirations.One is that cultural communication can choose the combination of localization and internationalization.The second is that the narrative strategy can choose to use the ’ people-oriented ’ theme to tell the story;the third is that the value communication strategy should be able to reflect the common value principle.The conclusion part points out that the research on the opening ceremony of the Beijing Winter Olympics can summarize the general law of cultural communication activities,provide a new direction for the shaping of the national image,and provide suggestions for cultural communication activities for similar events in the future.The conclusion of the full text is that the ideal cultural communication should be an integrated strategic communication,especially the strategy selection in cultural communication.