Cognitive Gap, Media Narrative and Global Imagination of Winter Olympic Games

Beijing 2022 Winter Olympic Games is faced with a sophisticated social and historical context.An empirical analysis is made on the coverage reports of Sochi 2014 Winter Olympic Games and Pyeongchang 2018 Winter Olympic Games. It shows that the western media constructed a binary narrative structure, and the frames of ideological bias, national interest competition and humanism, which interfered with the cognitive picture and global imagination of the two games. Five principles of global communication are formulated for Beijing 2022 Winter Olympic Games:reducing political load, managing cognitive expectations, diversifying communicative subjects, seeking consensus in dialogues, and making good use of new media.