林小榆,李新欣.跨文化传播视域下奥运会运动员的国家形象塑造——以2016里约奥运会中国运动员为例[J].北京体育大学学报,2018,41(2):40-45.
跨文化传播视域下奥运会运动员的国家形象塑造——以2016里约奥运会中国运动员为例
National Image Constructed by Olympians from the Perspective of Cross: Cultural Transmission: A Case Study of the National Image Constructed by Chinese Athletes in 2016 Rio Olympics
投稿时间:2017-07-06  
DOI:10.19582/j.cnki.11-3785/g8.2018.02.006
中文关键词:  关键词:奥运会  跨文化传播  运动员形象  国家形象  媒介形象  赛场规则  传播平台
英文关键词:Keywords: Olympic Games  cross-cultural communication  athletes image  national image  media image  competition rules  communication platform
基金项目:
作者单位
林小榆 暨南大学新闻与传播学院广东 广州 510632 
李新欣 暨南大学新闻与传播学院广东 广州 510632 
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中文摘要:
      摘要:从跨文化传播的理论视角出发,采用文献资料法对奥运会的跨文化传播特性进行分析,并论证了运动员塑造国家形象的可行性。同时使用案例分析法分析了2016年里约奥运会中国运动员的国家形象,并对跨文化传播视域下中国运动员的国家形象塑造提出应对策略。研究表明,奥运会拥有完整的符号象征体系形塑认同、以体育竞赛为核心话语体系、提供了多重文化认同的交流空间。在奥运文化场域中,奥运会运动员是展示国家形象的具象群体,其媒介形象是国家形象的重要载体,同时拥有塑造国家形象的多维度途径,来自不同文化背景的各国运动员通过赛场内外的跨文化传播活动,拥有塑造国家形象的可行性。2016年里约奥运会中,中国运动员所建构的形象逐渐丰满,其国家形象体现为以赛场规则为行动准则的奥运拥护者形象、以赛场为传播平台的文化使者形象、以个人魅力和率真表达塑造的积极媒介形象。在多元传播途径的情境中,运动员可以从创造潜意识链接点、激发情感认同、完善自身媒介形象等方面改善旧形象,塑造新形象。
英文摘要:
      Abstract: Based on the theory of cross-cultural communication, this paper analyzes the cross-cultural communication characteristics of the Olympic Games using the literature method, and demonstrates the feasibility of the athletes shaping the national image. At the same time, the paper analyzes the national image of Chinese athletes in 2016 Rio Olympics, and puts forward strategies for the national image shaping of Chinese athletes in cross-culture communication. The research shows that the Olympic Games have a complete symbol of symbolic architecture, the core discourse system of sports competition, and the communication space of multiple cultural identities. In the Olympic cultural field, the Olympic athletes are a concrete group displaying the national image, there media image is an important carrier of national image, and they has a multi-dimensional approach to shape national image. Athletes from different cultural backgrounds have the feasibility to shape the national image through intercultural communication activities within and outside the field. In the 2016 Rio Olympics, the image constructed by Chinese athletes is gradually plump; the national image is embodied in the image of the Olympic champions based on the rules of the field, the image of the cultural ambassador, and the image of the active media created by personal charm and frankness. In the context of multiple transmission channels, athletes can improve the old image and shape the new image by creating the link point of the subconscious, stimulating emotional identification and improving the image of the media.
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