体育国际形象塑造的域外镜鉴及启示

Overseas Mirror and Enlightenment on the Shaping of International Image of Sports

迈向体育强国的奋斗目标需要完成的几项工作之一就是培育和提升中国体育的国际影响力,而国家在国际上的形象、定位决定着其在国家交往中的影响力和凝聚力。基于此,将国家形象战略理论作为理论基础,界定了国家形象、体育国际形象、体育国际形象塑造等概念。运用国家形象理论的分析框架,梳理了美国、英国、德国、日本、俄罗斯这五国的体育国际形象塑造历程,归纳总结了体育强国的体育国际形象塑造的6条经验:融入整体国家形象,制定体育外交战略;打造优势项目,作为体育国际形象塑造的重点;提升城市形象,加强体育遗产发掘利用;增强文化软实力,重点提升体育视觉形象;蓬勃发展体育产业,实现体育文化引领辐射;开展危机公关,巧妙应对突发事件。通过对比分析,提出对我国的4点启示:1)提升体育综合实力和体育人的整体素质,夯实中国体育国际形象的基础;2)加大体育外交力度,提升中国体育国际形象的国际影响力;3)改进对外传播技巧,提高中国体育国际形象的知名度和美誉度;4)完善体育国际形象的管理,增强中国体育国际形象的保障。

One of the tasks that needs to be completed to achieve the goal of becoming a sports powerhouse is to cultivate and enhance the international influence of Chinese sports,and the country’s image and positioning in the international arena determine its influence and cohesion in national exchanges.Based on this,the theory of national image strategy is used as the theoretical basis to define concepts such as national image,international image of sports,and shaping of international image of sports.Using the analytical framework of national image theory,this paper summarizes the process of shaping the international image of sports in five countries:the United States,the United Kingdom,Germany,Japan,and Russia.It summarizes six experiences in shaping the international image of sports as a sports powerhouse:integrating it into the overall national image and formulating sports foreign exchange strategies;creating advantageous projects as a key focus for shaping the international image of sports;improving city image and strengthening the exploration and utilization of sports legacy;enhancing cultural soft power,with a focus on enhancing the visual image of sports;vigorously developing sports industry and achieving the leading radiation of sports culture;carrying out crisis management to skillfully respond to unexpected events.Through comparative analysis,four inspirations for China are proposed:1)to enhance the comprehensive strength of sports and the overall quality of sports personnel,and to consolidate the foundation of China’s international sports image;2)Strengthen sports diplomacy and enhance the international influence of China’s sports image;3)Improve international communication skills and enhance the visibility and reputation of China’s sports international image;4)Improve the management of the international image of sports and enhance the guarantee of China’s international image of sports.