青奥会与南京城市文化的传播

The Youth Olympic Games and Culture Communication of Nanjing City Through

通过大型运动会传播城市文化、城市品牌,是竞技体育服务于人类文明发展的一项重要内容。2013年、2014年南京先后举办亚青会、青奥会,这使南京获得了一次很好的城市推广机会,南京得以向国际社会展示自己的城市文化和建设成就。本论文从城市文化的保护与建设的角度出发,运用案例分析、文本分析和对比分析的方法,较为深入地研究了在青奥会前后南京城市文化的发掘和传播问题。研究认为南京应该借助青奥会的机会,在深入盘点南京现有城市文化资源的基础上,进一步提炼南京城市文化的主题,力争让"博爱之都"的品牌在国际上叫得更响。同时,南京青奥组委会应该将中国文化、南京元素和青奥精神结合起来,通过策划仪式性活动,精心组织青奥开幕式,设计城市旅游线路,实施"走出去"战略等各种渠道传播南京文化,让南京和青奥共成长。

Through large-scale sports games spreading city culture and city brand is an important content which Competi-tive sports serve the development of human civilization .In 2013 and 2014 ,Nanjing will hold the Youth Olympic Games and the Asian Youth Olympic Games ,which give Nanjing a good opportunity to promote city brand .Nanjing may display its city culture and achievements to the international society .This paper thoroughly studies the exploration and spreading of Nanjing city culture before and after the Youth Olympic Games from the point of the protection and the construction of city culture by using the methods of case analysis ,context analysis and comparison analysis .The author suggests that Nanjing should take the opportunity of holding Games ,further refine the theme of Nanjing city culture on the basis of thorough study existing culture resources of Nanjing city ,and strive to make ＂the capital of fraternity＂brand called louder in the world .At the same time ,Nanjing Youth Olympic Games Organizing Committee （NYOGOC） should combine Chinese cul-ture ,elements of Nanjing and the spirit of the YOG ,spread the culture of Nanjing by planning the ritual activities ,elabo-rately organizing opening ceremony of the YOG ,designing city tourism line and implementing the ＂going out ＂strategy , etc ,and make Nanjing and the YOG grow together .