媒介事件视域下奥运会开幕式与中国国家形象塑造——以2022年北京冬奥会开幕式为例

Opening Ceremony of Olympic Games and China’s National Image Building from Perspective of Media Events:A Case Study of Opening Ceremony of the 2022 Beijing Winter Olympics

现代奥运会开幕式既是全球媒介事件的代表,也是举办国塑造国家形象的重要平台。运用文献资料、逻辑分析等方法,从媒介事件视角出发,基于仪式性媒介事件的建构机制,搭建仪式性媒介事件与国家形象生态系统的关系模型,分析北京冬奥会开幕式作为一项仪式性媒介事件对于中国国家形象生态系统的影响。结论:北京冬奥会开幕式通过媒介叙事与仪式构造完成对中国国家形象生态系统的整体影响。具体言之,一方面,通过阐释叙事规则、开放延展叙事语境以及布局叙事时空,依次完成“加冕”“竞赛”“征服”3个叙事阶段以激活国家形象媒介生态系统。另一方面,通过升级仪式体验、深耕文化图式、制造文化认同以激活国家形象文化生态系统。

The opening ceremony of the modern Olympic Games is not only a representative of the global media event,but also an important platform for the host country to build its national image.Based on the construction mechanism of the ceremonial media event,this paper establishes the relationship model between the ceremonial media event and the national image ecosystem from the perspective of media event by using the methods of literature and logic analysis,and analyzes the impact of the opening ceremony of the Beijing Winter Olympics as a ceremonial media event on the national image ecosystem of China.The opening ceremony of Beijing Winter Olympic Games has an overall impact on China’s national image ecosystem through media narrative and ritual construction.Specifically speaking,on the one hand,through explaining narrative rules,opening and extending narrative context,and arranging narrative time and space,the three narrative stages of"coronation","competition"and"conquest"are completed successively to activate the national image media ecosystem.On the other hand,it can activate the cultural ecosystem of national image by upgrading ritual experience,deepening cultural schema and making cultural identity.