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一个国家吸引来自世界各地的大型盛事。为北京2008奥运会和2012伦敦奥运会，期望高涨，中国和英国将充分利用机会，促进积极的影像世界。本文探讨了在北京2008的仪式和伦敦2012仪式是由中国媒体和英国媒体报道的方式。本文也将论述在典礼关键看作为一种公共外交的工具。两个主要的问题将得到解决：首先，假设大型活动将有助于促进一个国家的正面形象被高估了。其次，新闻框架是特定文化背景下的分化框架使多样化的观众的看法。

关键词
国际传媒；民族品牌；中国；英国；奥运开幕式

Abstract

A nation draws attention from all over the world by hosting mega events. For both Beijing Olympics in 2008 and London Olympics in 2012, expectations were running high that China and the UK would make full use of the opportunity to promote positive images to the world. The article discussed the ways in which Beijing 2008 ceremonies and London 2012 ceremonies are reported by both Chinese media and British media. This article will also take a critical look at discourse in ceremonies as a public diplomacy tool. Two main propositions will be addressed: firstly, the assumption that mega event would help promote positive image of a country is overrated. Secondly, news framing are under its specified cultural context and differentiated framing causes diversified audience perception.
Keywords

International media; nation branding; China; the United Kingdom; Olympic ceremony

Introduction:
Mega events, which is defined as large-scale cultural events of international significance and mass popular appeal (Roche, 2000,p.1). Mega event is also considered to be a strategy of place branding and a mean to win advantage in capital, people and attraction competition (Hall, 2006, p. 59). ‘From 1980s, sports mega events have become the first and foremost desires and dreams of power alliance combining corporate interest with those of government with respect to place branding, in both a symbolically and “concrete” sense of the world’, Wolfram (2010) stated in his studies. Although all researches of the economic impact of hosting sport mega events have suggested that there are no magic growth engine as they are supposed to be (e.g., Manzenreiter, 2008a; Schimmel, 2001; Szymanski, 2002), there are still many countries biding for hosting Olympic Games. They believe it is a good opportunity to advertise a coherent and positive image to the world, even though gain only a limited economic profit.

The Olympic ceremonies, and especially the opening ceremony, are considered to be condensers of a nation’s expectations. The popularity is like a barometer that reflects the acceptance of the nation image by outsiders. Regulated by protocol specified by Olympic Charter, Olympic ceremonies are artistic programs and are supposed to present the culture of the host nation. Both universal ideals such as humanism and peaceful internationalism and distinct identity of the host country are to be expressed (Puijk, 1994, p. 101) After years of effort on organizing ceremonies, a host nation is expecting to be recognised by the international community as well as be affirmed and celebrated on its national identity. National identity is not a static entity but more of constantly negotiating and reformulating. The director and actors involved in Olympic ceremonies are not only to deliver what the country is already known to the world but also to transform it and model it. Jackie Hogan believes that the Olympics are “key sites in the discursive construction of natio本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。