我国国际体育赛事的西方媒介话语建构及其应对策略——以《纽约时报》北京冬奥会报道为例

The Construction of Western Media Discourse in China’s International Sports Events and the Coping Strategies:A Case Study of The New York Times Coverage of the Beijing Winter Olympics

北京冬奥会结束后,我国仍将迎来一系列国际赛事,有必要深入了解西方媒体体育报道特点,为我国开展体育国际传播提供支持。研究以《纽约时报》北京冬奥会报道为例,依托媒介话语理论,运用批判话语分析和内容分析,探讨我国国际体育赛事的西方媒介话语建构及应对策略。研究发现:有关报道集中在赛前和赛中阶段,侧重“体育”“政治”和“疫情”三大话题;主要运用了“体育竞技”“防疫措施”“中国议题”“兴奋剂问题”“国际体育”“国际关系”“环境可持续”“赛事周边”8个框架;在赛前聚焦中国议题以炒作政治性框架,赛中回归体育本身但突出争议性框架,赛后转向国际视角并运用冲突性框架;报道话语形成的社会文化因素包括中西意识形态和国家利益争夺、西方媒体东方主义话语传统,以及其借助体育新闻价值标准维系国际话语权的需要等。应对策略:追踪涉华赛事舆情,提升体育对外话语效果;突破西方叙事限制,建设中国体育话语体系;审视全球传播生态,参与国际体育话语竞争;树立战略传播意识,整合我国体育话语资源。

After the Beijing Winter Olympics,China will continue to host a series of international sports events.Therefore,it is necessary to have an in-depth understanding of the characteristics of sports news report in western media and provide support for China to carry out international sports communication.Taking The New York Times coverage of the Beijing Winter Olympics as a case,this study uses critical discourse analysis and content analysis based on the media discourse theory to explore the construction of Western media discourse in China's international sports events and its coping strategies.The study finds that:the relevant coverage is mainly in the pre-event and mid-event stages,focusing on the three major topics of“sports”,“politics”and“COVID-19”;it mainly adopts 8frames,including“sports competition”,“COVID-19 prevention”,“China-related issues”,“doping problems”,“international sports”,“international relations”,“environment and sustainability”,“event merchandise/items”;before the games,it focuses on China-related topics to hype the political frames;during the games,it returns to sports but highlighting the controversial frames;after the games,it turns to the international perspective and strengthens the conflict frames;the sociocultural factors of the formation of the news discourse include the competition between Chinese and Western ideologies and between national interests,the Orientalist discourse tradition of Western media,and the need of the Western media to maintain the international discourse power with the help of the sports news value standards.Coping strategies are provided as follows:track public opinion of China-related sports events to improve the international sport discourse effect;break through the Western narrative restrictions and build a Chinese sports discourse system;examine the global communication ecology and participate in the competition of international sports discourse;establish a strategic communication awareness and integrate China's sports discourse resources.