Advances in Social Behavior Research

Advances in Social Behavior Research

ASBR ICEIPI 2022, 02 February 2023

Open Access | Article

China’s National Image Building by China Daily during the Winter Olympics

Yang Hu * 1
1 Chongqing University, 55 South University Town Road, Shapingba District of Chongqing City, China (of the institute)

* Author to whom correspondence should be addressed.

Advances in Social Behavior Research, ASBR ICEIPI 2022, 293-300
Published 02 February 2023. © 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Yang Hu. China’s National Image Building by China Daily during the Winter Olympics. ASBR (2023) ASBR ICEIPI 2022: 293-300.


The 2022 Winter Olympics has made Beijing the world's first city to have hosted the Olympics twice. It is another rare opportunity for China to attract the world's attention with a large-scale sports event. Therefore, it is necessary to study the Chinese media for national image building. By randomly sampling the reports of China Daily, China's official English newspaper, during the Winter Olympics and conducting a frame analysis, this paper finds the following four main frames – "High-tech Winter Olympics", "Economic Winter Olympics", "China Winter Olympics", and "Spiritual Winter Olympics". At the same time, based on building the framework, this paper also uses the agenda-setting theory of emotions to analyze how China Daily uses the priming effect and emotional consistency under the emotional setting to pave a way for China’s national image building, as well as the emotional spiral used in publicity to amplify positive public opinion and consolidate national image. This study concludes by pointing out the achievements of international communication during the Winter Olympics and the prospect of China’s international communication.


national image, Olympic Winter Games, agenda setting frame analysis.


1. Xu Xiang. From "Agenda Setting" to "Emotion Setting": The Effect and Mechanism of "Emotion Setting" in Media Communication [J]. Jinan Journal (Philosophy & Social Science Edition), 2018,40(03):82-89.

2. Huang Yalan, QiuYunxi. Distinctive National Imaginations: A Framing Study of the Reports on the Meeting between Xi Jinping and Ma Ying-jeou by the Media on Both Sides of the Strait [J]. Journalistic University, 2016(01):129-135+111+152.

3. Business of sports tutoring booms in China[N]. China daily, 2022-02-19

4. Lei Xiaoyan, Hu Jianqiu. On Olympic Games and National Identity Construction from the Perspective of Ritual Communication [J]. Journal of Hunan University of Technology (Social Science Edition), 2016,21(03):87-92.

5. Zhang Yuqiang. On the Inscape of the Nation Image. Modern Media, 2002(02): 30

6. Zhang Fan, Gao Genmao. The Change and Development of Chinese Mainstream Media's International Communication – Based on Visual Analysis of CSSCI Journal Papers [J]. Contemporary Communications, 2021(05):75-78.

7. Duan Peng. Challenges, Problems and Countermeasures: Status Quo of International Communication in China [J]. Modern Communication (Journal of Communication University of China),2021,43(08):1-8.

8. Liu Xiao-yan Zhao Meng-yuan. The Basic Axis of CPC’s 100-yeear External Communication[J]. Modern Communication (Journal of Communication University of China),2021,43(08):66-69+73.

9. Gao Ping, Wu Yuwei. From Agenda Setting to Sentiment Setting: The People's Daily's Sentiment Guidance During the Sino-US Trade Friction [J]. Modern Communication (Journal of Communication University of China),2019,41(10):67-71.

10. Luo Xuan. Large-Scale International Sports Events and Crosscultural Communication [J]. Sports Culture Guide, 2015(10):126-130.

11. Cui Yuanhang. From "International Communication" to "Global Communication”: A Response to the "Obsolescence of International Communication" [J]. Chinese Journal of Journalism & Communication, 2013,35(06):55-64.DOI:10.13495/j.cnki.cjjc.2013.06.011.

12. Jiang Xiaoli, Zhang Fang. AMO Analysis on Promoting the International Communication of Chinese Culture – Taking Mass Communication as an Example[J]. Journalism & Communication,2009,16(05):1-6+107.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this journal agree to the following terms:

1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Copyright © 2023 EWA Publishing. Unless Otherwise Stated