北京冬奥会议题海外传播效果与国家形象塑造

On Overseas Media Reports of Beijing Winter Olympics and China’s National Image-Building

概述2022北京冬奥会相关国际报道中呈现的议题传播规律及不同情感趋向对中国国家形象建构的影响。分析北京冬奥会话题海外传播特征:传播热点集中、区域性强,负向情绪信息周期性递减;体育报道存在“政治化”解读,拼接式报道偏颇呈现事实;“云传播”和社交媒体带来积极影响。提出应当以官方回应直面谣言,发挥社交媒体关键意见领袖结构洞功能,发展社交机器人、借力算法提升二次创作的传播效能,以个体叙事、日常叙事淡化意识形态框架,加强内容建设,由点及面建构多主体、多视角、多模态的联动传播矩阵,消解体育泛政治化。

This study discusses how Beijing Winter Olympics is reported by overseas media and how different emotional tendencies influence China’s national image building.According to our findings, overseas media concentrate on common themes, but the pattern differs regionally;the number of negative messages declines periodically.Overseas media tend to politicalize sports in their coverage with a biased selection of facts while social media and “cloud communication” bring about positive effect.Based on the research results, this study suggests that the Chinese government should respond directly to misinformation, bring the role of key opinion leaders into full play and develop social bots to enhance the communication effects of secondary creation with algorithms.Furthermore, individual and daily narratives could be employed to dilute the ideological framework, and an integrated multi-agent, multi-perspective, and multimodal communication system could be constructed so as to dispel the politicization of sports.