With the development of the globalization process, the main
body of national exchange also tends to become diversification. Traditional diplomatic
mode (the national government as the main diplomatic mode) gradually weakened. More and more individuals and non-governmental
organizations become the subject of diplomacy, which is different from the traditional
elite diplomacy play an important role in terms of national image building. No one
can deny that individual has become the main role of the international relations
in contemporary world, especially celebrity.
For example, in most people`s mind, the United States has already
become synonymous with “equality of rights” or “right of everyone to the
enjoyment of opportunity”, most people believe they can reflect their own
values in America if they are industrious and intelligent. Lots of talents in
the world see immigrating to America as the beginning of their success, at same
time, America has benefit. The main body of reflects “American Dream” is not
government but individuals. They are people like Bill Gates, Michael Jordan, Arnold
Schwarzenegger or Rosa Parks (a black women refuse give white’s seat).
Most of countries have their own great people, for instance
China has Confucius, Mao Zedong, their legend experiences interested lots of
foreigners. However, they are too far away from us, they are too mysterious and
perfect but that is not what we need or what we want. People don't need a high
perfect image; they want someone normal but successful to encourage themselves
or give them hopeful. For example, Yao Ming become a positive sign of modern
China is not only because his basketball skills and hard-working spirit of Chinese
but also he play the kind of role in his philanthropy and public ads.
Andrews, D.L. and Jackson, S.J. (2001)
Sport
Stars: The Cultural Politics of Sporting Celebrity. New York:
Routledge.
