Brand Advantages and Media Image of Youth Olympic Games Based on Political Communication

摘要

The Youth Olympic Games are global youth brand games based on element definitions of universal values, global justice embodiment, group identity, market potential and so on, games brand advantages are the global implementation of universal values and the construction of youth group identity. The worldwide media image of Youth Olympic Games constructs myth imagination focusing on the personality characteristics of young people, which fits for the pure myth tradition of the Olympic Games, commits to show the innocence and vitality of youth, there are three building models of media image, i.e. the Singapore mode of performance of cultural diversity and city vitality, the Nanjing mode of performance of new forces and China's rise, the western reshaping model of performance of fresh cool breeze and passion element. Understand the nature of cultural politics of Youth Olympic Games, serve for sports development in China and the media industry.