The Image of China at the Opening Ceremony of Beijing 2022 Winter Olympics Based on Multimodal Analysis

Tianrun Cai; Yipei Chen; Jiarui Mao; Jiahua Chen; Ruihan Chen

doi:10.55227/ijhess.v3i3.672

Authors

Tianrun Cai
Yipei Chen
Jiarui Mao
Jiahua Chen
Ruihan Chen

DOI:

https://doi.org/10.55227/ijhess.v3i3.672

Keywords:

Beijing 2022 Winter Olympics, Multimodal Analysis, National Image

Abstract

This study aims to promote the communication and cognition of China’s national image in the world by investigating the utilization of multimodal metaphors at the Opening Ceremony of Beijing 2022 Winter Olympics and the national image that the multimodal metaphors indicate. This paper utilizes the multimodal corpus that contains multiple media types such as texts, audio and images to conduct multimodal analysis and to investigate how to achieve effective transmission from three perspectives (the cognitive, emotional, and behavioral aspects). Further, in order to confirm the effectiveness of this transmission, data analysis is carried out based on the comments about the opening ceremony of Beijing Winter Olympics on YouTube. Based on the results of data analysis and discussion, the study concludes four images of China from the Opening Ceremony: a major country with firm cultural self-confidence, with the endeavor to build a human community with a shared future, with advanced science and technology, and with persistence of sustainable development

References

ChinaDaily. (2022, February 06) Waimei: Beijingdongaohui kaimushi zhangxian zhongguo daguodandang [Foreign Media: Beijing Winter Olympics Opening Ceremony Highlights China's Role as a Great Nation]. Retrieved October 06, 2022, from

https://cn.chinadaily.com.cn/a/202202/06/WS61ff227fa3107be497a053d5.html.

Dayan, D., Katz, E., & Ma, Z.Q. (2000) Media Events: The Live Broadcasting of History. Beijing: Communication University of China press.

Hu, F. (2014) Zhongguo meiguo riben guojiaxingxiang xuanchuanpian de xushixue bijiaofenxi [Narratologies' Comparative Analysis of Chinese, American and Japanese National Promotional Film]. [Unpublished Doctoral dissertation]. Huazhong University of Science and Technology.

Guo, Y. (1999) Minjian shehui yu yishi guojia [Civil Society and the Ceremonial State]. Dushu, (09),125-131.

Kertzer, D., & The Asia Foundation. (1988). Ritual, politics, and power. New Haven: Yale University Press.

Lan, C., & Cai, Y. (2013) Dianshiguanggao zhong duomotaiyinyu de renzhiyuyanxue yanjiu: Yi haifeisi guangao weili [Cognitive Linguistics of Multimodal Metaphors in TV Advertising: A Case Study of the Advertising of Head & Shoulders]. Foreign Languages Research, (05),17-23.

Li, W. (2021) Zhongmei yingxiongdianying haibao duomotai yinyu de duibi: Yi Spider-Man 3 he honghaixingdong weili [Comparison of Multimodal Metaphors of Chinese and American Hero Movie Posters: Taking Spider-Man 3 and Operation Red Sea as Examples]. Journalism & Media Studies, (05),163-165+176.

Liu, X. (2022) Guangyu chuanmei suzao guojiaxingxiang de sikao [Thinking on Shaping of State Images by the Media]. Chinese Journal of Journalism & Communication, (02),61-66.

Schramm, W. (1973). Men, messages, and media. New York: Harper & Row.

Song, W.L., Yao, X.L., Li, Z.P., Yang, R.Z., & Zhang, T. (2021) Guojichuanbo shijiaoxia dongaohuiikaimushi wenhuazhanshi de lujing tanxi [Cultural Exhibition of Opening Ceremony of Winter Olympic Games from Perspective of International Communication]. Journal of Wuhan Sports University, (12),12-19.

Sun, Y. (2012) Duomotai huayuyiyi goujian: Yi 2011 Xi’an shijie yuanyibolanhui huihui weijidian [A Multimodal Discourse Construction of Meaning: Based on the Emblem of 2011 Xi’ an International Horticuitural Exposition]. Foreign Languages and Their Teaching, (01),44-47.

Sun, Y. (2020) Duomotai yinyu yanjiu [Multimodal Metaphor Research]. Journal of Zhejiang International Studies University, (05),30.

Sun, Y., & Tang, P. (2021) Duomotaiyinyu yanjiu zhaoshi: yuanyou yu jinlu [The Initiation of Multimodal Metaphor Research: Access and Approach]. Journal of Tianjin Foreign Studies University, (05),9-24+158.

Tang, J.B. (2008) Kuawenhuachuanbo yu shenaopian de guojiaxingxiang jiangou [Cross-Cultural Communication and Construction of Nation Image in the Promo Bid for Olympics]. [Unpublished Doctoral dissertation]. Fudan University.

Wu, F. Gongqingchuanbo de lilunjichu yu shijianlujing tansuo [An Analysis on the Theoretical Foundation and Practical Approach of Empathetic Communication]. Journalism & Communication, (05),59-76+127.

Wu, X., & Zhang, K. (2016) Guojiaxingxiang: gainian, tezheng, ji yanjiulujing zhi zaitantao [National Image: A Re-Exploration of Concepts, Characteristics and Research Paths]. Modern Communication (Journal of Communication University of China), 38(01),57-62.

Xi, Y., & Liu, L. (2023) Jilupian shanhesuiyue de duomotai huayuyanjiu [A Multimodal Discourse Study of the Documentary Years in Mountains and Rivers]. News World, (03),76-80.

Xue, W.T., Zhang, L., & Hu, H. (2022) Yishi·yiyi·rentong: Beijingdongaohui kaimushi yu zhongguoxingxiang suzao [Ceremony-Significance-Identity: the Opening Ceremony of Beijing Winter Olympics and China's Image Building]. China Radio & TV Academic Journal, (04),8-12.

Zhai, Y. (2021) Duomotai huayufenxi shijiao de chengshixingxiang de goujian: Yi shisiyun xuanchuanpian weili [The Construction of Urban Image from the Perspective of Multimodal Critical Discourse Analysis: A Case Study of the Promotional Video of the 14th National Games]. Modern Communication, (21),107-109.

Zhang, D.L. (2009) Duomotai huayufenxi zonghelilunkuangjia tansuo [On A Synthetic Theoretical Framework for Multimodal Discourse Analysis]. Foreign Languages in China, (01),24-30.

Zhang, K., & Zhang, T.Y. (2019) “Gongshi” yu “gongshi de chengdu”: guojiaxingxiang renzhi de biezhongchengdu [“Consensus” and “Degree of Consensus”: A Dimension of National Image Cognition]. Modern Communication (Journal of Communication University of China), (06),68-72.

Zhang, L. (2022) Dongaohui guojichuanbo yu zhongguoxingxiang suzao [Beijing Winter Olympics International Communication and China's Image Building]. Qianxian, (03),50-52.

Zhao, X.F. (2011) Gainianyinyuyanjiu de xinfazhan –– duomotaiyinyuyanjiu –– jianping Forceville & Urios-Aparisi’s Multimodal Metaphor [New Development of Conceptual Metaphor Studies –– Multimodal Metaphor Studies –– Comment on Forceville & Urios-Aparisi’s Multimodal Metaphor]. Foreign Languages Research, (01),1-10+112