疫情背景下北京冬奥会国际传播战略与实践策略刍议

International Communication Strategy and Tactics of Beijing Winter Olympics under Background of Pandemic

新冠疫情增加了逆全球化趋势,疫情防控与中国国家形象塑造成为当前中国政府和社会各界关注的重要议题。2022年北京冬奥会作为后疫情时代中国最大的主场外交活动之一,是提升我国体育国际话语权、改善国家形象的重要机遇。基于此,结合当前全球疫情背景,从国际关系、国际舆论、国内发展状况等角度综合分析了北京冬奥会国际传播面临的机遇与挑战,并从国际传播战略和国际传播实践策略两个层面出发,提出战略规划和策略实施的具体路径,以期提高体育国际传播效果,增强中国体育国际话语权,构建国际传播新格局。

COVID-19 has increased the trend of anti-globalization,and the prevention and control of the pandemic and the building of China’s national image have become important issues of concern to the Chinese government and all sectors of the Chinese society.As one of the largest diplomatic events hosted by China in the post-pandemic era,the 2022 Beijing Winter Olympics has become an important opportunity to enhance the discourse power of China’s sports in the world and improve its national image.In view of the pandemic,this paper analyzes the opportunities and challenges faced by the international communication of the Beijing Winter Olympics from the perspectives of international relations,international public opinion and domestic development.From aspects of international communication strategy and countermeasures,this paper puts forward strategic planning and implementation measures in order to improve the effects of sports international communication,to enhance the international discourse power of the Chinese sports,and to build a new pattern of international communication.