伦敦奥运会与新时期中国国家形象的构建

London Olympic Games and the Construction of China's National Image in New Period

运用思辨研究的方法从国家形象的概念与内涵出发,对我国国家形象面临的危机以及伦敦奥运会我国国家形象的构建与表达进行研究。认为:1)注重媒介传播过程中文化中国形象的构建;2)提升国家话语能力,摒弃体育政治功能的泛化;3)展现新体育观,避免民族主义的过度宣扬是新时期国家形象构建的主要策略。借助奥运会契机将世界关注的目标转向中国文化,积极培育多元行为的参与,坦诚推进文化的交流与沟通;通过中国体育代表团领导的话语能力及其效果,国家媒体对国家形象传播的话语能力及效果,中国体育代表团中运动员的个体话语能力及效果来实现国家话语能力是新时期国家形象构建的主要策略和价值取向。

With the speculative method, the paper studies on the crisis that the image of our coun- try faces and the influences of London Olympic Games on the construction of Chinas national ira-- age from the perspective of the concept and connotation of China＇s national image. 1 ） Emphases the construction of China＇s image through the process of media communication. 2） Improve na- tional discourse competence and abandon the generalization of political function of sports; 3） To show the new concept of sports and avoid excessive promotion of nationalism are the major strate- gies of the construction of national image in new period. The major strategies and value orienta- tion to construct the image of China are to make full use of the opportunity of Olympic Games to turn the worlds attention towards Chinese culture and cultivate the participation of the pluralistic behavior and promote cultural exchanges and communication frankly. Then through the discourse competence and the effects of Chinese sports delegation and country＇s media as well as the indi- vidual discourse ability and effects of athletes from Chinese sports delegation on the image of a country to construct China＇s national image in the new period.