ISSN: 2222-6990
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The article analyzes the cultural context and strategy of the emblems design of the 2008 Beijing Summer Olympics and the 2022 Beijing Winter Olympics, discussing the dual manifestation of localization and internationalization in contemporary Chinese design and uses visual deconstruction by combining semiotic and Taoist thinking, to understand the colour, shape, font and the Tao philosophy of the emblems of the two Beijing Olympic Games. From the visual deconstruction method, we understand the multi-layered meanings and cultural contexts of the two Beijing Olympic symbols by integrating semiotic and Taoist ideas, and analyzed how the integration of Taoism taught into it. Beijing Olympics inherit the principle of "harmony and cooperation" and are a strategic addition to the country's sports diplomacy, adhering to the tradition of "harmony and cooperation". and Xing means living in contentment, regardless gains or losses, it carrying the simple aspiration of people to pursue a better future. Furthermore, according to Tao philosophy, humankind should engage in cultural exchange activities based on the spirit of Confucianism, respecting benevolence, being responsible, and have a “universal community spirit”. We also discussed the implications at the end of the article.
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(Zhou & Harun, 2023)
Zhou, Y., & Harun, A. (2023). Deconstructing Beijing Olympic Emblems Design from a Taoist Philosophical Perspective of “Xing.” International Journal of Academic Research in Business and Social Sciences, 13(12), 1295–1307.
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