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Analysis of Construction and Dissemination of Beijing's 2020 5th International Conference on Education and Social Development (ICESD 2020) ISBN: 978-1-60595-676-3 Analysis of Construction and Dissemination of Beijing’s International Image with Taking the Opportunity of Two Olympic Games Lei WANGa and Si-Tong LIUb Foreign language and applied linguistics, Beijing International Studies University, Beijing 100024, China [email protected], [email protected] Keywords: Proximization theory; Beijing international image; STA model; Winter Olympic game. Abstract. The Olympic Game is the largest and largest sports event in the world, which is regarded as an important opportunity for host countries or host cities to display or reshape the image of the country. With the continuous improvement of China’s international status and the integration of Beijing-Tianjin-Hebei, the hosting of the Beijing 2022 Winter Olympics is worth studying in how to build Beijing’s international image. This paper uses the STA model to compare and analyze the successful hosting of the 2008 Olympic Games and the 2022 Winter Olympics from the perspective of the Proximization theory proposed by foreign scholar professor Piotr Cap, and proposes corresponding measures for the construction and dissemination of Beijing’s international image. Introduction Success of the 2008 Beijing Olympic Games has brought Beijing unprecedented attention in the international community, besides, Beijing’s international image has undergone earth-shaking changes. In 2015, the proposal of Beijing to host the 2022 Winter Olympics was successfully passed. It is the first time that the Winter Olympics has been held in Chinese history, which has greatly increased Beijing's attention at home and abroad. At the same time, the international community holds hope and doubts about Beijing. How to use the 2022 Winter Olympics as an opportunity to build an international image of Beijing’s symbiosis is a field worth studying. Therefore, this paper uses the proximization model to analyze the success of the 2008 Beijing Olympic Games and compare it with the 2022 Winter Olympics. Moreover, it provides a corresponding analysis of how to build Beijing's international image in the new era and the challenges it will face. Literature Review In 2006, Professor Cap first proposed the concept of “Proximization”, which effectively utilized cognitive pragmatics. At first, there was no concept of “Proximization”. The concept of “Promise” and “Promising” comes from the study of Professor Paul Chilton in 2004. Chilton uses a concept of time, space and modality to form a model that visualizes the study of political discourse analysis. In 2008, Cap added the time and value criteria based on the space approach proposed by Chilton, and introduced the Spatial-Temporal-Axiological Proximization Model, which was analyzed in the war discourse of Iraq and proved its effectiveness. As a new theory, there are not much scholars who have studied related research on the proximization theory. In the Proximization published in 2013, Cap considered and analyzed related research and concluded that the proximization theory can be used as a tool for various types of discourse analysis. Such as: Iraqi war discourse rhetoric [3], Immigration discourse [12]. In China, although no scholars have used this theory for discourse analysis, many people have made relevant researches: Wu Jianguo, Lin Jinrong, etc. [22] made a summary and introduction of this theory; Zhang Hui [26] commented on Professor Cap's Language of Fear: Communication of Threats in Public Discourse, or a translation practice report completed by Applied Cognitive Pragmatics to Critical Discourse Studies: A Proximization Analysis of Three Public Space 112 Discourses. It can be seen that at home and abroad, except for Professor Cap, who founded the theory, few people apply this theory in the process of discourse analysis. Therefore, the value of this theory is very large, and the scope of application is also worth exploring. In the domestic research of the international image of China or Beijing, Jin Yuanpu [14] discussed the international image construction of China and the revival of Chinese culture from the cultural aspect; Huang Wei [13] conducted research on the track and field high-speed track of the Beijing Olympic Games at the level of political heritage from the perspective of sports political communication; Ren Hongjuan [21] analyzed the construction and dissemination of China's international image from the perspective of Western media. In the related research of the Beijing Olympic Games, there are few scholars who use the critical discourse analysis to study the Beijing Olympic Games. Mao Mingce, Wang Qi, Tian Liang [18] studied the meteorological conditions of the 2022 Beijing Winter Olympics; Xu Chenglong. Therefore, under the trend of interdisciplinary research, this paper uses the new method of critical discourse analysis, and takes the 2022 Beijing Winter Olympics as an opportunity to study the construction of Beijing’s international image according to the proposed “Beijing symbiosis international image discourse”. Theoretical Framework Proximization Theory refers to the perception of the outsider from the perspective of discourse, in order to achieve the speaker's own purpose, and thus agree to legalize the corresponding measures. The foreign threat here refers to the ODC (outside-deictic-center), which means the entity outside the center; the speaker and the listener refer to the IDC (inside-deictic-center), which indicates the entity inside the center. ODC has three aspects of the approach model: time, space, and consciousness. Therefore, the STA-model (Spatial-Temporal-Axiological Proximization Model) studies the speaker’s discourse strategy and context in three dimensions: time, space and value. Spatial proximization refers to the process in which the ODC approaches the IDC from the spatial dimension in the discourse space. Temporal proximization refers to the presupposition of impending conflicts based on past events in the discourse space, or the prevention of current situations based on predictions of future contradictions. Axiological proximization refers to the fact that the negative concept of the ODC side is materialized into corresponding values and ideologies in the constant conflicts with the IDC, which enables the hearer to understand the internal entity value system and the hostile external system. Proximization theory sets the internal center to IDC, and the IDC as the core can be divided into a time axis (horizontal axis), a spatial axis (upper axis), and a value axis (oblique axis). When the IDC is placed in the discourse analysis text, the corresponding axes have corresponding concepts, as shown in Fig. 1. Figure 1. Basic Model of Proximization Theory Analysis (STA Model). STA Model Analysis Analysis of 2008 Summer Olympics Games Propaganda With the slogan of the Olympic Games "One World, One Dream", the announcement of the 113 mascot, and the sing of the theme song, the world's attention to Beijing has been rising, and reached a climax after the successful completion of the opening ceremony. Slogan. “One world, One dream” as the slogan of the Chinese and English theme of the Beijing 2008 Olympic Games, the Beijing Olympic Organizing Committee interpreted the theme slogan. “One World, One Dream” embodies the essence of the Olympic spirit and universal values-unity, friendship, progress, harmony, participation and dreams. It expresses the common understanding of the world under the inspiration of the Olympic spirit and the pursuit of a better future for mankind desire. The Beijing Olympic Organizing Committee believes that this theme slogan profoundly reflects the core concept of the Beijing Olympic Games and embodies the harmonious values embodied in the humanistic Olympics as the core and soul of the three concepts of “Green Olympics, High-tech Olympics, and Humanistic Olympics”. Building a harmonious society and achieving harmonious development are our dreams and pursuits. "Heaven and Man are one" and "harmony is expensive" is the ideal and pursuit of the harmonious relationship between man and nature and between man and man since ancient times. Peaceful progress, harmonious development, harmonious coexistence, win-win cooperation, and beautiful life are the common ideals of the world1. However, in 2008 Beijing is at the peak of economic development after the reform and opening up. In order to maintain a high-speed economic development rate and build a large-scale Olympic village in Beijing, Beijing’s air pollution has become very serious since 2000. After the release of Beijing Traffic Guarantee Plan during the 2008 Beijing Olympics Paralympic Games2 and Air Quality Assurance Measures during the 2008 Beijing Olympics Paralympic Games3 environmental pollution and air quality have picked up in 2008, but they are still in a serious pollution range. The 2000-2010 Beijing Atmospheric Heavy Pollution Study4 published before and after the Olympics detailed records and analyzed the data on environmental pollution caused by Beijing's construction of infrastructure and economic development. According to the proximization theoretical model, the Olympic Organizing Committee used the two dimensions of time proximization and value proximization to analyze and formulate the core concept of the Olympic Games. In the time dimension, Beijing developed its own economy and built Olympic venues before 2008, therefore, Beijing’s air quality was greatly reduced. Therefore, the past negative international
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