说服传播视角下国家形象的构建逻辑与进路——以2022年冬奥会申办为例

Logic and Methods of National Image Construction under the View of Persuasive Communication: Take the Bid Presentation for 2022 Winter Olympic Games as an Example

国家形象的现实意义正在被证实和挖掘。通过分析北京申冬奥代表团借助宣传片和陈述代表在吉隆坡申冬奥陈述会中所构建的中国国家形象及其说服力可以发现:在体育类外事活动中,构建国家形象的主体架构、符号元素、修辞及逻辑内涵等都对国家形象的说服力强弱有重要影响;陈述会中,中国"自塑"的国家形象说服了国际奥委会成员,但是并没有说服西方强势媒体等,甚至与其"他塑"的中国形象之间存在着较大差异。基于这些分析结果,可以总结出在体育类外事活动中构建良好国家形象的方向进路。

The practical significance of the national image is being proven and tapped. By analyzing the Chinese bid delegation’s use of promotional videos and statements to represent the Chinese national image and its persuasiveness in the Kuala Lumpur winter Olympic bid presentation,it can be found that in the sports-related foreign affairs,the main structure,symbolic elements,rhetoric and logical connotations all have an important influence on the persuasive power of the national image. In the bid presentation,China’s "self-shaping"national image persuaded the members of the International Olympic Committee,but not the strong Western media. There is a big difference between the self-shaping and other-shaping image of China. Based on these results,we can sum up the direction of constructing a good national image in sports-related foreign affairs.