| （School of Physical Education，South China Normal University，Guangzhou 510006，China) Abstract: Sports media events are cultural communication phenomena with profound influence, while the modern Olympic Games are a typical sports media event. China has utilized the platform of such a huge sports media event as the Olympic Games to show the world Chin’s political environment that makes its governance smooth and its people peaceful, economic strength that makes Chinese nation prosperous and Chinese people wealthy, excellent culture that is extensive and profound, great achievements that are made from technological innovation, and com-munication conception that advocates peaceful coexistence. However, there are such problems as narrow nationalis-tic emotion, over commercialization tendency, “gold medal or nothing” complex and lacking in humanistic concern in sports media events in the process of communication of modernization. Aiming at realistic dilemmas existing, the authors proposed to stick to the welfare nature of sports media events, highlight the cultural education functions of sports media events, adhere to the attitude of objective and just communication, and show due humanistic concern, so that sports media events play a more actively role in building and communicating the national image.
Key words: sports communication；media event；sports games；Olympic Games；national image；China |
