东京奥运会延期举办背景下东道主形象修复策略研究

Research on Image Restoration Strategy of the Host Country under the Background of the Postponement of the Tokyo 2020 Olympics

新冠疫情对东京奥运会各项筹办工作和东道主形象产生了负面的影响,日本方面因时而变、因势利导,积极引导国际舆论走向,维护奥运会东道主的良好形象。东京奥运会延期举办事件的决策过程经历了4个发展阶段,对东京奥运会延期举办背景下各方定义的新闻议程进行了分析,结合新闻议程内容对奥运会东道主形象修复策略展开了研究。日本方面根据全球疫情变化、本国疫情防控形势和国际舆论走向,针对不同的发展阶段,采取了建立信心、推卸责任、拖延、诚意等形象修复策略,试图强化人们对于东京奥运会东道主安全条件的形象认知,致力于维护日本“安全之手”的国际形象,增强世界各国对于东京奥运会顺利举办的信心,在危机应对中实现国家利益最大化,其中不乏成功经验值得借鉴参考。

COVID-19 epidemic has brought about a negative impact on the preparation and organization of the Tokyo 2020 Olympics,as well as the image of the host country.Japan has changed with the time and adapted to the circumstances,actively led the trend of international public opinion,and maintained a benign image of as the host.The decision-making for the postponement of the Tokyo 2020 Olympics underwent four development phases.This paper analyzes the news agenda defined by all parties concerned under the background of the postponement of the Tokyo 2020 Olympics,and studies the image restoration strategy of the host country according to the content of the news agenda.Japan has adopted image restoration strategies of building confidence,shifting blame,delaying,and showing sincerity at different stages by changes in the worldwide epidemic,epidemic prevention and control situation in domestic Japan,and the trend of international public opinion.It aimed to strengthen the people's image perception of the safety conditions of the Olympics host,strived to safeguard Japan’s international image as a"safe hand",reinforce the confidence of countries around the world in the success of the Tokyo 2020 Olympics.When coping with the crisis,it has maximized its national benefits,from which some successful experiences are worth learning.