认知落差、媒体叙事与冬奥会的全球想象

Cognitive Gap,Media Narrative and Global Imagination of Winter Olympic Games

2022年北京冬奥会的筹办和举办面临复杂的社会历史情境。通过实证分析发现,西方国家媒体对2014年索契、2018年平昌冬奥会的报道潜运了二元叙事结构以及“意识形态偏见”“国家利益竞争”“人道主义”等报道框架,干预了2届冬奥会的认知图景和全球想象。据此提出2022年北京冬奥会全球传播的5项基本原则:减轻政治负载;管理认知预期;传播主体多元化;在对话中寻求共识;善用新媒体平台。

Beijing 2022 Winter Olympic Games is faced with a sophisticated social and historical context.An empirical analysis is made on the coverage reports of Sochi 2014 Winter Olympic Games and Pyeongchang 2018 Winter Olympic Games.It shows that the western media constructed a binary narrative structure,and the frames of ideological bias,national interest competition and humanism,which interfered with the cognitive picture and global imagination of the two games.Five principles of global communication are formulated for Beijing 2022 Winter Olympic Games:reducing political load,managing cognitive expectations,diversifying communicative subjects,seeking consensus in dialogues,and making good use of new media.