Agenda Network Characteristics of Olympic Reports in Western Media and Communication Strategies for Beijing 2022 Winter Olympic Games: Semantic Network Analysis Based on News Coverage of the Recent Six Olympic Games

Through the discussion on the agenda network characteristics of news coverage in major Western media on the six Olympic Games from 2008 to 2018 with the method of semantic network analysis, it is found that Western media focused more on the host "states" and their political, economic and social situation than the issues surrounding the games, which is more prominent when the Olympic Game is hosted by non-western countries. Under such circumstances, Western media usually adopted a relatively complicated combination of reporting agendas and appeared a stronger political and value orientation in report attributes.By the quantitative analysis, the narrative patterns and practical routes of Olympic reports in Western media were summarized, and hereby the countermeasures for the international communication of the XXIV Winter Olympic Games were provided from the perspective of political communication and intercultural communication.In terms of strategy, the construction of an international discourse system should be advanced with Chinese characteristics to seize the ideological high ground; in terms of tactics, the discourse competition should be actively participated in and improve the ability of cross-cultural communication should be improved; in terms of mindset, the Chinese stories should be told from the human development perspectives so as to expand the "universal understanding" space in China-West dialogue; in terms of path, the agenda of media should be designed and set and the appeal of political communication into the Olympic Game related reports should be integrated; and in terms of pattern, the "Chinese micro-communication" should be carried out with multiple subjects of the international society through the Winter Olympic Games.