中国竞技体育形象建设的困境与重构

Predicaments and Reconstruction of Chinese Athletic Sports Image Construction

国家竞技体育形象具有内容的综合性、评价的主观差异性、形成的长期性、个体事件的扭转作用等特征。当前中国竞技体育形象建设面临内外双重困境,其中既有西方媒体因泛政治化和意识形态化、新闻消费主义倾向、"认识逆差"等带来的信息传播不利,也包括中国的错误观念与心态、方式落后、经验和主动性不足等自身原因。应对策略中提出,形象定位上要确立强大、文明、负责的整体形象;面对突发事件时应使用以静制动、以冷制热的解决方式;形象塑造时应调动媒体、运动员、"海外兵团"等各方面资源。

National athletic sports image has the features of comprehensive conception, different subjective evaluation, a long-term forming and the reverse effect of individual events. Currently, the construction of Chinese athletic sports image has sunk into the predicaments abroad and at home, including the disadvantage of information dissemination results from western media which is caused by politics, ideology, news consumption socialist leaning and cognition deficit, and also in- cluding Chinese own reasons, such as wrong ideas and psychology, backward way, insufficient experience and initiative, etc. In the image position, some strategies are proposed that the overall image should be strong, civilized and responsible. Facing the incident, we should calm down and try to find the solution. Image construction should mobilize various re- sources, including media, athletes, ＂overseas corps＂, etc.