Title: Visual Political Communications Strategy of Beijing Olympic Games: Comparative Analysis on Beijing 2008 and 2022
Stream: Political Communication and Satire
Presentation Type: Oral Presentation
Xin Fang, Guangzhou Academy of Fine Arts, China
The Olympic Games is a global spectacle and a mega-media event for the hosting country to demonstrate its political, economic and cultural power. This paper examines the visual insight of the political communication strategy carried out by China which has hosted the Olympics twice, the summer game in 2008 and the winter game in 2022 respectively. Imagetextual study is conducted to examine the visual elements of the above two events, including the design of logo, mascot, and the arrangement of the opening ceremonies, and the way they constitute with the key messages that the country intended to convey. Comparative analysis is used to identify the major differences in the communication strategy of the two games and to unearth the rational of these changes. The research found that the summer game used a grand narrative in terms of scale, tone and visual impact to emphasize the power and unity of the nation. Whilst the winter game adapted a relatively soft tone and highlighted the unity of the mankind, when most parts of the world is still shadowed by the Covid-19 pandemic. The study suggests that contrast in the political communication strategy of the two Games may relate to the construction of China’s national identity and the country’s attitude and response to the current global issues.
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