ASBR ICEIPI 2022, 02 February 2023
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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.
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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