Hot winter Olympics “ice dun dun” is the emotional counterpart of China’s image

2022-05-16 0 By

People’s Daily Online Beijing, February 8 (Zhu Jiang) recently, the 2022 Beijing Winter Olympic Games mascot “Bing Dwen Dwen” circles numerous fans, and “Bing Dwen Dwen” related licensed goods are once out of stock.In this regard, People’s Daily online “Strong Observation” column interviewed relevant experts.Games are Beijing sports university culture research center, director of the Beijing games with ice and snow sports culture development research base, chief expert zou new Jessica said, “ice mound mound” cartoon image is known as the animal kingdom, a “living fossil” of giant pandas, aerospace science and technology elements such as perfect into one, with peace, health, happiness, the good moral.Can say, “ice mound mound” is the embodiment of culture with Chinese characteristics and era of science and technology integration, also fit under the background of the epidemic countries around the world the common wishes of the people “into the future together”, is more consistent with the highest goal of the Olympic movement, namely through sports activities, promote exchanges and enhance friendship, cultivating people’s perseverance and enterprising spirit, realize the unity, peace and progress of the world,It is inevitable to be favored.Mascot bing Dwen Dwen interacts with spectators during the men’s double pursuit of cross-country skiing at the 2022 Beijing Winter Olympic Games in Beijing, capital of China, Feb. 6, 2018.”Bing Dwen Dwen is the emotional counterpart of the romantic, confident, open and inclusive Image of China.It is this emotional meaning and symbolic value that consumers value when buying and using Bing Dwen Dwen.”Art institute of Beijing university professor, dean xiang yong thinks, the cultural industry of materials “ice mound mound” popular, thanks to the 24th winter Olympics opening ceremony was successfully held in Beijing in 2022 and successfully held the Beijing Olympics, China’s comprehensive national strength improved, the Chinese people’s strong faith to achieve a better life.”If the 2008 Beijing 29th Summer Olympic Games deliberately presented to the world an image of ancient, traditional and profound classical China, then the 2022 Beijing Winter Olympic Games subtly conveyed to the world an image of a beautiful and confident modern China, sharing a common destiny and joining hands in the future.”In Xiang Yong’s opinion, the image of modern China expressed by “Bing Dwen Dwen” is a kind of “collective jubilation” constructed through the grand ceremonial activities of the Beijing Winter Olympics, which has become a communication medium for the powerful national ceremony to be immersed in civilian life.Therefore, the individual behavior of buying, collecting and presenting “Bing Dwen Dwen” has become an individual’s action will to participate in the national event, a cultural practice for individuals to share the achievements of the country, and a way for consumers to communicate with each other about the sense of national collective honor.As for people who want to own “Bing Dwen Dwen”, xiang Yong believes that consumers participate in grand national events through super-rational consumption behavior and reflect the emotional value and symbolic value of “Bing Dwen Dwen” national image through bottom-up individual behavior.The hot sales of “Bing Dwen Dwen” franchise products not only brought the economic prosperity related to the 2022 Beijing Winter Olympic Games, but also made “Bing Dwen Dwen” a cultural envoy and a peace envoy symbolizing friendship, which further enhanced the soft power of Chinese culture and well demonstrated the cultural affinity of China.Zou said Beijing is the first Olympic city in the world to host both the Summer and Winter Olympics.Since the preparations for the Beijing Winter Olympics, the vision of “300 million people participating in ice and snow sports” has become a reality.”Bing Dwen Dwen” is the most popular licensed product during the Winter Olympic Games, which not only fully reflects the public’s all-round attention to the Beijing Winter Olympic Games, but also reflects the public’s love for ice and snow sports.Responsible editor: Zhao Jiahao Source: People’s Daily Online