奥运传播视角下可爱中国形象的立体化塑造与可持续传播

Winter Olympic Games and International Communication The Building of China’s Friendly Image and Its Sustainable Communication as Seen from the Olympic Communication Perspective

疫情特殊背景下,2020年东京奥运会与2022年北京冬奥会在万众瞩目中顺利举行。集仪式符号、人文故事、日常生活等多维场域于一体的“可爱传播”成为奥运显著景观,在抚慰社会情绪、实现情感共鸣、建构价值认同等方面作用凸显。奥运可爱传播体现出仪式传播、人物传播、吉祥物传播等丰富层次。中国特色的可爱文化在奥运传播中获得空前能量释放,可爱中国形象得以立体化塑造。

Against the special backdrop of the Covid-19 pandemic,the 2020 Tokyo Olympic Games and 2022 Beijing Winter Olympic Games have been successfully held,attracting great public attention.A communicable friendly Olympic image which integrates ceremonial symbols,humanistic stories,daily life and other multi-dimensional fields permeated the Olympic venues,playing a prominent role in soothing social emotions,striking common accord,and building identity of values.Amity was communicated through various levels such as the ceremonies,contact among the people and mascots.A culture of friendship with Chinese characteristics experienced an unprecedented display,giving expression to friendly image of the country.The article suggests that a sustainable communication of the friendly China image should be achieved with a strategic system in which the friendly image is built on values,with all-dimensional tools of communications,and based on rich cultural traditions.