观念的建构:奥林匹克在中国的传播

Construction of concepts:Communication of the Olympics in China

奥林匹克在中国的传播已有百年历史。作为一个现代性的外来概念,奥林匹克如何在中国被建构和认知?该文采用深度访谈法和扎根理论分析,发现中国大众的奥林匹克观念包含了稳定的简单观念和动态的复杂观念,其中简单观念是奥运会、中国体育大事件、精英体育;复杂观念是民族崛起、中华体育精神和奥林匹克文化。在不同的社会思潮下,国家制度、政策引导、媒体宣传、组织传播等国家权力支配下的行动与个体记忆、个人媒介选择、理性反思、人际传播、个人兴趣等个人因素互动,实现了观念强塑、观念弥漫、观念淡化三种观念建构模式。三种观念的建构模式因存在上述因素之间的博弈,中国大众的奥林匹克观念的变迁呈现出迭代与共存的特征。中华民族崛起和爱国主义情感是中国大众奥林匹克观念形成的底层逻辑,国家力量与个人因素互动,实现了奥林匹克中国化。

The communication of the Olympics in China has a history of one hundred years.This paper adopted in-depth interviews and grounded theoretical analysis to probe into how the Olympics was constructed and recognized in China as a foreign concept of modernity.It was found that the Chinese people’s Olympic concepts included stable simple concepts and dynamic complex concepts,focusing on the Olympic Games,Chinese sports games and elite sports,the rise of the nation,the Chinese sportsmanship and the Olympic culture.Under different social ideological trends,the actions under the authority of the state,such as national system,policy guidance,media publicity,and organizational communication,interacted with individual memory,personal media selection,rational reflection,interpersonal communication and personal interest.During this process,three conceptual modes were constructed:concept reinforcement,concept diversification and concept weakening.Due to the above-mentioned factors,the modes did not have a non-linear change,but iterated and coexisted.Over the past century,the Olympics combined with the rise of the Chinese nation and patriotism,and became localized through the interaction of the state power and the individual memories.