The Fusion of Ancient and Contemporary: A Visual Rhetoric Analysis of the Visual Representation of Shaanxi in the Opening and Closing Ceremonies of the National Games

Abstract

In recent years, the improvement of city image has become an important topic of concern, at the same time, the hosting of mega-events has become an indispensable part of building city image. Therefore, the impact of mega-events on city image has attracted widespread attention in the academic community. However, the current analysis of the impact of mega-events on city image improvement from the perspective of visual rhetoric has not received much attention. Thus, against this background, this study focuses on the visual turn of shaping city image in the Internet era, using the opening and closing ceremonies of the Xi'an National Games as an example. The author has coded the Shaanxi elements in the opening and closing ceremonies of the National Games and created a chart using the visual grammar framework. The study shows that Shaanxi elements can be classified into four types: signs, buildings, natural landscape and distinctive cultures. Based on the interactive meaning in visual grammar analysis, the author analyzes the presentation, function, and meaning of Shaanxi elements from two aspects: the "social distance" represented by lens language and the "attitude" represented by viewing angle. These Shaanxi elements ultimately built an image of Shaanxi with strong economic and cultural strength, distinctive characteristics, inheritance, and innovation. The image of Shaanxi spread by the National Games has become a vivid memory of a generation, and the construction of the image has also become a manifestation of the enhancement of Shaanxi's international communication ability.