聚焦伦敦奥运宣传中英国的国家形象传播

Focus on British National Image Disseminating in London Olympic Games Propagating

在欧债危机和欧美经济低迷的背景下,在伦敦奥运会中如何塑造英国国家形象是英国面临的一个难题。文章认为,伦敦奥运宣传片对国家形象的塑造起到了正面作用,通过各种符号形象的运用向世界展现了英国富有活力的一面;大众传媒通过新闻报道,对奥运会的舆论起到积极引导作用,使英国受众对其产生担忧后重拾信心;在国家形象塑造中,媒体及其工作者需要帮助受众进行信息疏导;明星符号的使用对国家形象的塑造具有大众化、普及化的作用;危机中的国家形象塑造需要媒体对相关信息进行客观的两面传播。

How to model British national image in bondon Olympic Games under the background of the European debt crisis and economic downturn of Europe and the United States is a difficult problem. The thesis considers the London Olympic propagating video, showing British vibrant side to the world through the way of using a variety of symbolic images, has played a positive role in modeling national image. The mass media, through the press, has played a part in guiding the public opinions of the Olympic Games, making British audiences restore confidence after worrying. As for national image building, the mass media and its workers should help audiences ease information. The rising of star symbols can popularize national image shaping. The image building of nations which are in crisis need the mass media to objectively spread both sides of relevant information.