Keywords: Olympic communication, urban promotion
The Olympic Games not only brings the host country an opportunity to consume global sports culture, but also provides a unique platform for the host city to promote the city. The Athens Olympic Games successfully spread the essence of Greek sports culture concept to the world and showed the elegant demeanor of modern Greece. The Beijing Olympic Games put forward three concepts: green Olympics, high-tech Olympics and people's Olympics. With the cultural Olympics as the starting point and modern information, digital technology and other scientific and technological forces as the guarantee, the spread of Beijing Olympic Games has surpassed the traditional sports propaganda and sports communication itself, and gradually formed an operable national and urban cultural development strategy. The goal of Beijing Olympic cultural communication is to promote the transformation of Olympic ideas into realistic cultural influence, and take the Olympic Games as an opportunity to create a healthy social and cultural environment for China to build a harmonious society. The spread of Beijing Olympic culture is not only conducive to establishing Beijing's good city image and cultural China's great country demeanor, but also conducive to the formation of China's sports cultural values in the post-Olympic era.
First, the characteristics of Beijing Olympic cultural communication
First, as a kind of cultural communication, the cultural communication of Beijing Olympic Games is essentially a process of understanding sports culture, society and people themselves through communication.
Olympic culture is a typical representative of western competitive sports culture, which originated from Greek civilization, so it contains a lot of western cultural elements, such as a large number of descriptions of Olympic sports scenes in Homer's epic, famous judgments of western philosophers such as Socrates, Plato and Aristotle on the Olympic movement, widely circulated Olympic sculpture art, Dana's appreciation of ancient Greek sports sculpture in art philosophy, and Coubertin's sports ode. The Olympic Movement has been advancing with the development of western culture since ancient times, and has become a special world language with the globalization of western civilization. With the deepening of China's modernization process, cultural factors are playing an increasingly important role in social life. As a social and cultural phenomenon, sports has been widely recognized. The process from bidding to preparation for the Beijing Olympic Games is also a process of spreading sports culture, which provides opportunities for people to understand sports culture and the relationship between sports and human and social development. The appearance and development of modern media are changing people's understanding of sports. People can learn about the global Olympic culture through newspapers, magazines, radio, television, internet and other mass media, and they can also intuitively feel the diversity and cultural creativity of sports culture through more and more sports events, sports advertisements, sporting goods, sports sculpture landscapes, and Olympic bid publicity activities. The presentation and wide spread of the Beijing Olympic cultural concept provides an opportunity for the contemporary transformation of sports culture in China, a source of spiritual motivation for China to successfully host the 2008 Olympic Games, and a positive cultural impetus for the reform and development of sports in China in the post-Olympic era.
Secondly, as the integration of Chinese and western sports cultures, the cultural communication of Beijing Olympic Games has the nature of cross-cultural communication.
The communication of contemporary Olympic culture is a global and international communication phenomenon, which is not only the representative of western competitive sports culture, but also the cultural blending of the host country due to its own cultural characteristics. The cultural communication of Beijing Olympic Games is formed on the basis of the integration of Chinese and western sports cultures, which has the characteristics of cross-cultural communication and needs global thinking and open cultural concepts. For example, as a "cross-cultural video text", the propaganda film of Beijing's Olympic bid applies the successful expression of China culture in the western cultural context, aiming at embodying the spiritual concept of "harmony between man and nature" of China people, and trying to actively and effectively explain the Olympic spirit originated from ancient times with Chinese-style "humanistic care". Therefore, the propaganda article of Beijing's Olympic bid "cannot prove to be the most powerful, but at least it has a different meaning." [2] As a classic reader of visual lobbying for successful cross-cultural communication, it has become a typical case of cross-cultural communication.
As the mainstream of western sports culture, modern Olympic culture advocates "combining sports with cultural education, seeking to create a lifestyle based on struggle, playing a good role as an example and respecting the basic principles of public morality", spreading the concept of sports cultural education, adapting to the needs of building a harmonious society and developing a "people-oriented" sports culture in China, and promoting the humanistic promotion of sports culture in China.
In addition, the progress of sports culture is realized through the materialized form and communication mode of sports. The spread of the concept of Beijing People's Olympics depends on the Beijing Olympic Games to create more Olympic products that not only integrate the characteristics of modern Olympic culture but also reflect the cultural creativity of China. Olympic mascots, Olympic souvenirs, Olympic landscapes, Olympic venues, the opening and closing ceremonies of the Olympic Games that make the world full of expectations, and so on. As a materialized form, Olympic culture spreads sports culture in the collision between Chinese and western cultures. The spread of Beijing Olympic culture has not only changed people's understanding of contemporary sports culture, but also changed people's content and way of constructing sports values.
Third, Beijing Olympic cultural communication is innovative.
Cultural communication is the dynamic system of cultural innovation and development. The cultural communication of Beijing Olympic Games is not only the inheritance of western Olympic culture, but also the promotion of China traditional sports culture. The cultural communication of Beijing Olympic Games has innovative mission and characteristics. "The Olympics is an excellent opportunity to comprehensively improve Beijing's overall industrial level in a digital way; The adoption of digital HDTV in Olympic communication is another revolution in Beijing's communication technology and mode; In 2008, Beijing needs to prepare to produce tens of millions of content and cultural products, especially those used for global TV and network transmission, for guests from five continents to choose from; Is Beijing ready to cultivate a creative class and group, and constantly introduce new cultural, technological and creative projects and products to meet the global 4 billion TV viewers and 2 billion online viewers? Our focus is to put more energy into the creative content products needed by the Olympic Games and realize the high-end start and digital integration of the Olympic cultural industry. ..... The development of China People's Olympics coincides with the important period of the rapid development of contemporary content industry, experience economy, creative productivity and attention economy. " [3] The spread of Beijing Olympic culture has activated the creativity of sports culture, and promoted the formation and development of creative industries of sports culture in China. With the theme of "Olympics and the development of cultural and creative industries", the 2006 General Assembly of Beijing 2008 Olympic International Forum attracted experts and scholars from all over the world, and discussed the development of Beijing Olympic cultural and creative industries and cultural communication in theory and practice, as well as the creative and industrialized development of China Olympic cultural communication in theory.
Second, the function of Beijing Olympic cultural communication
The cultural resources of the host city of the Olympic Games need to reflect their own cultural values through the process of cultural communication such as integration, innovation and accumulation, and integrate into the diversified Olympic cultural value system through the innovation and transformation of the localization of Olympic culture. The function of Beijing Olympic cultural communication is mainly embodied in three aspects: cultural integration, cultural innovation and cultural accumulation.
First of all, the spread of Beijing Olympic culture is a process of cultural integration, which will promote the exchange and interaction between East and West sports cultures.
The spread of Beijing Olympic culture is neither a one-way import process of western sports culture nor an independent export process of China traditional sports culture. It has built a communication platform integrating sports, education and culture for China and the West. On this basis, the Beijing Olympic Games will make the world know more about the real China, and China will be integrated into the world on a larger scale. The integration of Chinese and western cultures in the cultural communication of Beijing Olympic Games is realized through various cultural exchange activities related to the Olympic Games. During the preparation and holding of the Olympic Games, China will make full use of the advantages of cultural resources in all parts of the country and the capital, and carefully plan and organize a series of large-scale cultural theme activities with the theme of China culture. For example, before and after the Beijing Olympic Games, from 2003 to 2008, China held the Olympic Culture Festival every year. Taking the Olympic Games as an opportunity, Beijing will adopt the ways of "going out" and "please come in" to carry out cultural and artistic exchange activities at different levels, scales and forms at home and abroad, and build a multicultural exchange network between Beijing and the rest of the world.
Secondly, the cultural communication of Beijing Olympic Games is a process of cultural creation, which promotes the formation and development of sports cultural creative industries.
Cultural and creative industry refers to an industry that originates from individual creativity, skills and talents and has the potential to create wealth and employment through the development and application of intellectual property rights. It is an industrial form that adapts to the knowledge economy. The essence of cultural creative industry is the creativity of culture in the fields of spiritual products and material products. [4] The innovative features of Beijing Olympic cultural communication have created preconditions for the Olympic Games to become an integral part of cultural and creative industries. The creation of the opening and closing ceremonies of the Olympic Games, the conception of Olympic mascots and the architectural design of Olympic venues not only reflect the actual effect of the spread of Olympic cultural ideas, but also realize the promotion of Olympic cultural creative industries by Olympic cultural ideas. The opening ceremony of Athens Olympic Games is a classic case of the great success of Olympic creative industry. Athens Olympic Games brought a brand-new enjoyment of sports culture to the world with its advantages of cultural creativity. Therefore, the dissemination of Beijing Olympic culture is essentially a process of cultural creation. By constantly creating a new perspective of Olympic culture, we will create a new image that reflects the characteristics of Beijing Olympic culture and promote the creative development of Beijing sports culture.
Thirdly, the spread of Beijing Olympic culture is a process of cultural accumulation, which will contribute a unique Olympic cultural heritage to the world.
Beijing has profound cultural heritage, rich historical heritage and strong advantages in historical and cultural resources. There are 6 world cultural heritages in Beijing, 62 national key protected cultural relics, 2 municipal key protected cultural relics 1 12, 40 key protected historical blocks (hutongs and quadrangles), 35 underground historical relics protection areas, 58 museums, 4 kinds of traditional crafts12 and 67 century-old brands. [5] Beijing's rich historical and cultural resources have created a good cultural environment for the cultural dissemination and accumulation of the Beijing Olympic Games. With the rapid development of modern media, the adoption of digital HDTV in the Olympic Games is another revolution in Beijing's communication technology and mode, and the communication industry has been upgraded in an all-round way. Beijing People's Olympics, as the starting point and goal of Beijing Olympic cultural communication, is actually a process to let people re-understand sports culture through Olympic cultural communication. With the development of this cultural exchange, it will leave a unique Olympic cultural heritage for China and even the world.
Third, the influence of Beijing Olympic cultural communication on urban upgrading.
Organizing and hosting the 2008 Olympic Games is a rare historical and strategic opportunity for Beijing to achieve leapfrog development and enhance its image as an international city. By increasing the new highlights of urban sports culture, the city's international popularity and influence will be enhanced, which will add a lot of color to Beijing's new image of shaping an international sports center city. On July 16, 2003, the Beijing Municipal Party Committee and Municipal Government issued "Opinions on Strengthening Sports Work in the New Period and Building an International Sports Center City", which clearly put forward the goal of building Beijing into an international sports center city. To achieve this goal, we need to meet several conditions: having a huge sports population, having the strength of international competitive sports, forming a developed sports industry, holding international brand sports events with wide influence and building first-class sports facilities. The cultural communication of Beijing Olympic Games has played an important role in the process of promoting the city image with the Olympic Games as an opportunity.
First, promote city soft power through the spread of Olympic culture.
With Beijing marching towards the goal of taking the lead in basically realizing modernization, the concept of healthy, scientific, civilized and fashionable fitness life is deeply rooted in people's hearts, and sports and leisure fitness activities are becoming an important part of citizens' modern lifestyle. The cultural communication of Beijing Olympic Games will use modern communication means and methods to publicize sports concepts and values, and endow sports with more and richer cultural connotations. Spreading Olympic culture through modern media will make positive contributions to improving the humanistic quality of Beijing citizens, updating their sports concepts and spreading a healthy lifestyle. The spread of Olympic culture will focus on the wide popularization and promotion of the three concepts of "Green Olympics, High-tech Olympics and People's Olympics", and improve the humanistic quality of citizens with sports culture, create a civilized, healthy and harmonious soft environment of the city, and enhance the internal competitiveness of the city.
Second, through the spread of Olympic culture, build an international brand of urban sports.
Large-scale sports events have played a very important role in shaping the image of the city. As an international metropolis, Beijing has been committed to hosting the world's highest-level sports events that meet the needs of Beijing's economic and social development and are deeply loved by the general public for many years. In order to become the mainstream of urban sports and integrate into the urban development track, large-scale sports events must be closely integrated with and serve the urban economy and society. Therefore, it is an important task of Beijing Olympic culture communication to build an international brand of urban sports through the exchange and dissemination of Olympic culture.
Third, through the spread of Olympic culture, cultivate urban sports culture industry.
The essence of sports cultural creative industry is cultural creativity in the fields of spiritual products and material products, and it is an important embodiment of the development of knowledge economy in sports. Beijing's bid to host and prepare for the 2008 Olympic Games has created an excellent opportunity for the development of China's sports cultural and creative industries. Beijing residents' demand for sports leisure, entertainment enjoyment and sports consumption is potentially gestating a growing sports industry. According to the latest statistics, there are 9 19 registered business sports enterprises in Beijing, and there are more than 6,000 business stadiums, involving more than 80 sports events. There are 50 sports intermediary organizations and brokerage companies, more than 0/000 sports brokers/kloc, and more than 200 sports training institutions. In 2004, the total operating income of the sports industry in the city was 65.438+0.962 billion yuan, with 77,000 sports employees. From 200 1 to 2005, the annual income growth rate of Beijing's sports industry exceeded 15%, and the sports industry has become one of the fastest growing industries in Beijing's modern service industry. Beijing will strive for the added value of sports industry to account for about 3% of the regional GDP in 20 10. Through the spread of Olympic culture, we will promote the development of Olympic cultural and creative industries, promote the development of sports services based on sports fitness, competition performances and sporting goods, and cultivate Beijing's urban sports cultural industry.
Fourthly, the strategy of promoting urban upgrading by spreading Beijing Olympic culture.
(A) Beijing Olympic cultural communication should form a realistic cultural influence. Only a culture with sociality, popularity, universality and participation can produce lasting cultural effects. The primary task of Beijing Olympic culture communication is, on the one hand, to popularize the concept of humanistic Olympics through the intervention of various media, so that Beijing Olympic culture is deeply rooted in the hearts of the people; On the other hand, we should seize the opportunity of global consumption and marketing of sports culture brought by the Beijing Olympic Games, transform the core cultural concept of the People's Olympics into an operable cultural development strategy, and transform the Olympic cultural concept into the Olympic cultural reality, so as to create a more culturally influential sports cultural environment for Beijing to become an international sports center city.
(B) Beijing Olympic cultural communication should reflect the cultural heritage. The inheritance of Olympic culture is reflected in the inheritance, development and innovation of cultural connotation. As a typical representative of western sports culture, Olympic culture has gradually developed into a world sports culture with strong attraction. The spread of Beijing Olympic culture should absorb the essence of Olympic culture from the source, realize the complementary advantages of Chinese and western sports cultures, realize the pluralistic blending of Olympic culture, let Olympic culture truly take root in the soil of China culture, and form the cultural characteristics of Beijing urban sports.
(C) Beijing Olympic cultural communication to achieve cultural innovation, taking the Olympic Games as an opportunity to vigorously develop sports cultural and creative industries. Cultural and creative industries are one of the most promising industries in the world in 2 1 century. The bid and preparation for the 2008 Beijing Olympic Games have created an excellent opportunity for China's sports culture communication to integrate into the cultural and creative industries under the background of scientific and technological progress and the arrival of the knowledge economy era. The planning of the whole Olympic Games (including the opening and closing ceremonies and other cultural activities) needs the innovation of sports cultural concepts; The design, planning, marketing and promotion of Olympic cultural products are inseparable from the support of sports cultural creativity. Therefore, promoting Beijing Olympic cultural innovation and serving the development of Beijing sports cultural industry is one of the main missions of Beijing Olympic cultural communication.
The cultural communication of Beijing Olympic Games has gone far beyond the communication of sports events. It plays an important role in displaying the image of the city, embodying the spirit of the city, stimulating the economic development of the city, promoting the construction of the soft environment of the city, and enhancing international exchanges. As a kind of cultural communication, Beijing Olympic communication will continue to create a sustainable Olympic cultural heritage with Chinese and western cultural characteristics, gather spiritual strength for the world Olympic movement, and provide healthy and creative cultural influence for Beijing to build a harmonious society and an international sports center city. (This article was published in Journal of Guangzhou Institute of Physical Education,No. 1 2007)