Research on the Communication Effect of Cultural and Creative Industries in Beijing Winter Olympics—Taking “Bing Dwen Dwen” as an Example

Abstract

Cultural and creative industries are the derivative of China under the cultural background of socialism with Chinese characteristics. Cultural and creative products are based on traditional culture and combined with modern popular elements. With the mascot “Bing Dwen Dwen” as the starting point, the cultural and creative industries of Beijing Winter Olympics have created a unique and diversified communication path of local culture under the concept of “City of Double Olympics”. In the process of communication, the audience’s affection for “Bing Dwen Dwen” also proves from the side that the cultural and creative industries of Winter Olympics in the era of “Bing Dwen Dwen” have certain communication feasibility. Cultural and crea-tive products in the post-Olympic era need to take the communication path of “Bing Dwen Dwen” as the model and refer to the communication mode, so that the audience can better participate in the socialist cultural construction with Chinese characteristics with cultural and creative products as the carrier.