北京冬奥会数字公共外交创新性发展报告

Abstract:The Beijing 2022 Winter Olympics is a rare home-ground diplomacy opportunity for China to use the innovative development of digital public diplomacy，carry out digital sports public diplomacy for the global public，and enhance the country’s soft power. First，this report recalls the diachronic development of sports public diplomacy and discusses the concept and practice evolution of DSPD. Secondly，with the construction of China’s global image as the background，the paper takes the “5D” model of national image as the theoretical framework，comprehensively compares the experience and lessons of public diplomacy practice gained in past Olympic Games，and analyzes the new highlights of Beijing Winter Olympics DSPD. Finally，on the basis of the above analysis，this paper starts from the three characteristics of “globalization，omnimedia and all being involved” in the era of media globalization to study and judge the development trend of DSPD in the VUCA world，aiming to provide reference for the follow-up practice of relevant departments and media peers.

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