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Abstract Details

Abstract Title

Intercultural Communication and Construction of National Image in the Context of New Media

Abstract Theme

Sport sociology

Type Presentation

Oral presentation

Abstract Authors

Presenter Wu Kun - Wuhan Sports University (College of P.E) - CN
Jia Lijuan - Wuhan Sports University (College of P.E) - CN

Presentation Details

Room: Merc├║rio        Date: 1 September        Time: 10:40:00        Presenter: wu kun

Abstract Resume

Background:New media has changed the ways people receive and disseminate information and also reshaped the time, space and human perception of time and space. It has become one of the
core strength of the social media framework. Major sports events are often not only the world's most influential sporting event, but also the world's most remarkable media events. Extensive media
coverage and a large number of audience provide the strategic opportunity for sports news. From the perspective of communication, the media plays the role of linking connections of different political
and national ideology. Nationalism is the one of the fundamental principles of attracting audience's attention on the global sporting event by all the media and advertisers. As a politicized media,
the nation's imagination and creativity are the most important news topics of news coverage. Thus, in comparison with the traditional media, new media has played an increasingly important role in
spreading sports culture, shaping the national image and enhancing national identity.
Methods:
Expert reviews, questionnaire survey
Results:
1 the influence of new media 
The application of new media has made significant changes for the spread of large sporting events. From the range of spreading to production, forms of communication, communication cycle and language
style, new media has given a new significance to the intercultural communication of major sporting events. (1) expanding the scope of intercultural communication , (2) changing the content of
intercultural communication, (3) enriching the form of intercultural communication of major sports events, (4) reducing the cycle of intercultural communication, (5) transforming the  language style
of intercultural communication .
2 Main problems 
(1) The fragmentation of information dissemination, which can not fully demonstrate national image; (2) the lack of correct guidance of public opinion, for which the audience can easily be mislead to
false news and the international society may gain a distorted understanding to national image; (3) the lagging of legal and regulatory supervision and the spreading of false information and
information on sex and violence, which affects the construction of national image; (4) the spread of new media exacerbated the crisis of dissemination imbalance of cultural information, cultural
hegemonism, racism and cultural identity prejudices.
Conclusions:
Solutions : (1) increase the national element, highlight the national characteristics and disseminate  national culture; (2) purify the environment of the new media and enhance the credibility of new
media; (3) increase media literacy and more oriented in humanistic care; (4) emphasis on agenda and actively guide public opinion; (5) establish the awareness of international communication and take a
wide range of communication strategies; (6) integrate of fragmented segments and form a multi-level system of propagation; (7) strengthen the building of professional editing team.


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