Culture Exhibition and Image Construction: The Hangzhou Asian Games from the Perspective of Media Rituals

This article provides an in-depth interpretation of the cultural exhibitions during the Hangzhou Asian Games by integrating the theories of media events and media rituals. It comprehensively considers the reproduction of symbolic content and the resonance of communication channels. Through analysis of the natural symbols, cultural symbols, and character symbols presented during the opening and closing ceremonies and throughout the competition venues, along with their underlying significance and meaning, this study explores the process of cultural fusion and recreation.Furthermore, it summarizes the role of diverse communicators, such as official media and social media, as well as intelligent immersive communication technologies, such as “digital integration,” cloud-based broadcasting, and bullet-time techniques. The study argues that large-scale sports events generate distinct communication effects on both domestic and international levels. It explores the entire process of cultural exhibitions that can be achieved by event organizers relying on large-scale sports events, and highlights the role of these events in constructing national and city images. The goal is to foster a collective identification with specific values among a wide range of individuals.