北京冬奥会国际舆论演化中的双重互动

Double Interaction in Evolution of International Public Opinion of Beijing Winter Olympic Games

大型国际体育赛事已成为我国对外展示国家形象的重要载体。面对新的国际形势和国内外舆论环境,充分发挥大型国际体育赛事的积极作用,对提高我国国际传播影响力,引导国际社会共同塑造更加公正合理的国际新秩序,具有重要意义。研究以华春莹回应羽生结弦粉丝事件为案例,基于议程设置理论考察国际大型体育赛事舆论演化中官方-民间、国内-国际的双重互动特征,总结出以下大型国际体育赛事舆论引导经验:官方应引导公共意识参照系建立,加强官方-民间舆论场良性互动;媒体应树立双向互动话语叙事思维,消除国内-国际舆论场壁垒;媒介间应加强互动形成多方共鸣,实现社群参与舆论引导价值最大化。

International sports events have become an important carrier for my country to display its national image to the outside world.In the face of the new international situation and the public opinion environment at home and abroad,it is of great significance to give full play to the positive role of large-scale international sports events,to increase the influence of China’s international communication,and to guide the international community to jointly shape a more just and reasonable new international order.Taking the incident of Hua Chunying responding to Yuzuru Hanyu’s fans as a case,the study examines the dual interaction characteristics of officialcivilian and international-domestic in the evolution of public opinion in international large-scale sports events based on the theory of agenda setting,and summarizes the following large-scale international sports events.Experience in guiding public opinion in competitions,officials should guide the establishment of a frame of reference for public awareness and strengthen the benign interaction of official-civilian public opinion fields,the media should establish a two-way interactive discourse narrative thinking,and eliminate the barriers of domestic-international public opinion fields,the media should strengthen interaction to form resonate with many parties to maximize the value of community participation in public opinion guidance.