历史叙事与身份建构:奥运转播史线上档案研究

Historical Narrative and Identity Construction:TheWeb-Documentary of the Olympic Games Broadcasting History

国际奥委会官网博物馆栏目中名为“直播!奥运会转播”(LIVE!Broadcasting the Olympic Games,LBTOG)的线上档案介绍了奥运会各阶段媒介技术以及相关事物。基于海登·怀特的后现代历史叙事分析法,从叙事主题、叙事议题、叙事编排方式、论证模式和意识形态5个方面分析了国际奥委会如何通过叙事建构其组织身份;同时考察LBTOG与《奥林匹克宪章》的关系。LBTOG中包含了媒介技术和人文主义两大议题,并统摄于“进步”这一主题之下,其中媒介技术议题采用了罗曼司的叙事编排方式,机械论的论证模式,无政府主义的意识形态;人文主义议题采用了罗曼司的叙事编排方式,语境论的论证模式,自由派的意识形态。LBTOG使用了“减法”与含混的叙事策略,建构出国际奥委会“媒介技术倡导者”和“过往错误反思者”的身份,体现出其既延续传统又革除不合时宜身份的意图,是对《奥林匹克宪章》的补充。最后,提出对我国体育组织形象塑造与传播的启示。

The web-documentary named“LIVE!Broadcasting the Olympic Games(LBTOG)”launched by the International Olympic Committee(IOC)’s official website introduces the media technology and some other relevant events and objects of every sphere of the Olympic Games.Using the post-modern historical narrative analysis from Hayden White and investigating five aspects of LBTOG including narrative topic,main theme,mode of emplotment,mode of argument and mode of ideological implication,the research aims at understanding how IOC uses narrative strategies in constructing its identity and LBTOG’s relation with the Olympic Charter.There are two topics in LBTOG,which are media technology and humanism,and they transform into the theme of progress altogether.The media technology’s mode of emplotment is romance;its mode of argument is mechanistic and its mode of ideological implication is anarchism.While the humanism’s mode of emplotment is romance;its mode of argument is contextualism and its mode of ideological implication is liberalism.It concludes that the construction of the organizational identity is through subtraction and indistinction;the identity of IOC is the advocate of the advanced media technology and the reflector of previous misconduct.Moreover,the aim of organizational identity construction is continuing its tradition and reforming its inappropriate issue,which works as the supplement of the Olympic Charter.The findings also give advice to Chinese sports organizations as to constructing and promoting their image.