An Analysis Of Sports Symbols In The "Double Olympic" Media Ritual From The Perspective Of Cultural Change

The Summer and Winter Olympic Games,which are held every four years,are not only physical exchanges among countries in the world in the highest level of competitive sports,but also cultural exchanges based on world civilization.The media ceremony system composed of ceremonies such as the opening and closing ceremonies of the Olympic Games and the awarding ceremony has become a concentrated embodiment of Olympic culture,while symbols have become the most basic unit in the ceremony system that undertakes the function of cultural output.In an all-encompassing symbol system,the sports symbol system that carries the Olympic theme condenses and condenses the core values of the Olympic movement and the humanistic concepts of the host country.For China,since the successful opening of the 2022 Beijing Winter Olympics,the "Double Olympics" has become a landmark symbol in China’s history.The 14-year trip to the Double Olympics reflects the magnificent evolution of China’s sports cross-cultural communication in terms of content selection,logical construction,and methods.Therefore,the analysis of sports symbols presented in the "Double Olympics" media ceremony can enable us to systematically and effectively understand the different cultural connotations behind metaphors used in the "Double Olympics" ritual links,present the historical context of the evolution of sports cultural communication,and summarize experience from history,which has certain guiding significance for future new sports communication practices in China.This research takes some representative sports symbols extracted from the ritual links of the "Double Olympics" as the research object.Based on the semiotic theory of Pierce,the founder of the early pragmatism school,this paper uses the methods of literature review,video observation,semiotic analysis,logical analysis,expert interviews,and historical context reduction to conduct research.The purpose is to deconstruct the cultural changes in China’s sports communication during the past 14 years from sports symbols,and summarize the experience and enlightenment of China’s sports communication at the symbolic construction level in the future.The research results show that the cultural changes reflected by the construction logic of sports symbols in the "Double Olympics" ceremony are mainly reflected in four levels: cultural elements,cultural structure,cultural representation,and cultural context.At the level of cultural elements,it has achieved a transition from a single sports exhibition to a fusion of diverse arts;2.At the level of cultural structure,achieve a transition from concrete material culture to abstract spiritual civilization;3.At the level of cultural representation,realize the transition from technology enhanced art to technology art co creation;4.At the level of cultural context,achieve a shift from full and substantial beauty to a graceful and elegant posture.And summarize the experience and inspiration of sports symbol construction to adapt to the future trend of sports communication evolution: 1.In terms of cultural affinity,select theme elements that carry the memory of the times;2.In terms of expression,enhance the discourse empathy of sports communication;3.In terms of ideological guidance,showcase the Olympic value with humanistic colors;4.Create an interactive landscape of technological aesthetics in symbol exhibitions.