平台社会语境下绿色冬奥议题的对外传播研究

Research On The External Communication of Green Winter Olympics Issues in the Context of Platform Society

YouTube视频分享网站作为多元新闻媒体参与下的传播力博弈场域,为北京冬奥会绿色环保议题的国际讨论提供了平台。本文从建构主义分析路径出发,结合有关“绿色冬奥”视频传播情况,探究中国媒体绿色冬奥议题的对外传播图景及话语表达。经研究发现,中国媒体正在积极进行国际传播话语的变革,在传达意识形态倾向的同时,通过赞赏、例证等话语诠释冬奥绿意,以真实客观评判,匡正不实报道,建构出中国绿色和谐的环保形象。对此,中国媒体要想扩大传播声音,应走向更深层报道框架与话语体系的整合。

YouTube has become an arena for the game of communication power with the participation of multiple news media,and also provides a plat-form for the international discussion of the green issues of the Beijing Winter O-lympics.This paper explores the foreign communication landscape and discourse on the issue of green Olympics in the Chinese media through a constructivist a-nalysis path,taking into account the dissemination of green Winter Olympics videos.The study finds that Chinese media are actively changing the internation-al communication discourse,conveying ideological tendencies while interpreting the greenness of the Winter Olympics through words of appreciation and exam-ples,and are using truthful and objective judgments to correct inaccurate re-ports.