文化自信背景下北京冬奥会举办对国家形象的塑造与传播

Under the Background of Cultural Confidence, the Beijing Winter Olympics will Shape and Spread the National Image

基于文化自信背景,运用文献资料法、逻辑分析法以北京冬奥会对国家形象上的塑造进行深入探究并得出结论,主要价值体现在:为我国传统冰雪文化的发展升级注入新活力,为展现多元并蓄的文化大国形象贡献新契机,为扮演东方文明使者的大国形象开创新道路这三个方面;并提出了通过北京冬奥会提升国家形象的传播策略:依托南方经济优势加强冬奥文化建设,借助孔子学院在国际传播北京冬奥文化,利用新媒体广泛传播北京冬奥文化形象,借鉴历届奥运会举办国的文化传播经验。

Based on the background of cultural self-confidence, this paper makes an in-depth inquiry into the shaping of the national image by the Beijing Winter Olympics with the methods of literature and logical analysis, and draws a conclusion. The main values are as follows: injecting new vitality into the development and upgrading of China’s traditional ice and snow culture, contributing new opportunities to show the image of a multi-cultural power, and opening up a new road for the image of a big country acting as the messenger of oriental civilization;It also puts forward the communication strategies to enhance the national image through the Beijing Winter Olympics:relying on the economic advantages of the south to strengthen the construction of winter Olympics culture, spreading Beijing winter Olympics culture internationally with the help of Confucius Institutes, widely spreading Beijing winter Olympics cultural image with new media, and drawing lessons from the cultural communication experience of previous Olympic host countries.