大型体育赛事的新媒体话语策略与国家认同构建

New Media Discourse Strategy and National Identity Construction for Large-scale Sports Events

文章立足媒介话语探析大型体育赛事传播中新媒体话语策略和国家认同建构之间的互动关系,发现媒介话语对国家认同的建构主要分为战略维度、战术维度和作业维度。战略维度从宏观层面表现为媒体通过话语说服建构身份认同、通过话语叙事培育情感认同、通过公共言论促成集体行动以及强化集体认同;战术维度主要是基于新媒体的双重编码、多级传播、文本互动以及话语风格等文本特征,从中观层面反映大型体育赛事传播中新媒体建构国家认同的话语思路和方法;作业维度主要是微观层面具体的话语建构行为,包括网络表情包、新媒体话题、新媒体段子以及网络流行词等。三大维度共同组成了大型体育赛事传播中新媒体建构国家认同的话语体系,促成了新媒体话语与国家认同建构的良性互动。

Based on media discourse,this paper analyzes the interaction between new media discourse strategies and national identity construction in the dissemination of large-scale sports events.The study finds that the construction of media discourse is mainly divided into strategic dimension,tactical dimension and operational dimension.From the macro level,the strategic dimension shows that the media persuades to construct identity through discourse,cultivates emotional identity through discourse narrative,promotes collective action and strengthens collective identity through public speech;the tactical dimension is mainly based on text features such as double coding,multi-level communication,text interaction of new media and discourse style to reflect the discourse ideas and methods of new media construction national identity in the communication of large-scale sports events from the middle level;the operational dimension is mainly the specific discourse construction behavior at the micro level,including network expression packs,new media topics,new media Duanzi and network popular words.These three dimensions together constitute a discourse system for the construction of national identity by new media in the dissemination of large-scale sports events,which has led to a positive interaction between new media discourse and national identity construction.