北京冬奥会期间热点新闻传播对国家形象的正向影响及启示探析

Positive Impacts and Enlightenments of Hot News Communications on the National Image during the Olympics Winter Games Beijing

作为影响全球的媒介事件,2022年北京冬奥会举办期间的热点新闻引发了广泛关注。结合习近平总书记针对国际传播工作的“5·31”重要讲话和对北京冬奥会发表的相关指示精神,从对国家形象产生正向影响的角度出发,回顾梳理分析相关热点新闻传播案例。北京冬奥会期间,传播主场外交新闻,塑造了大国政治形象;传播冬奥设施新闻,塑造了大国经济形象;传播赛事仪式新闻,塑造了大国文化形象;传播运动场外新闻,塑造了大国国民形象。就此得出对今后做好本土举办大型国际体育赛事新闻传播影响国家形象方面的启示,理论层面要精妙搭建框架,主动设置议程;内容层面要赛场内外结合,聚焦人文交流;技巧层面要“以小见大”叙事,“他者”视角转播。为体育新闻传播与国家形象二者之间的关系提供了参考。

As a media event affecting the whole world,hot news during the Winter Games Beijing attracted worldwide attention.This paper combines General Secretary XI Jinping's important speech on May 31 for international communications and other directives concerning Beijing Winter Olympics.From the perspective of its positive impacts on China's national image construction,it sorted out and analyzed these hot news communication cases.This study found that during the Beijing Winter Olympics,the host country's diplomatic news was disseminated to shape China's big country political image.Facilities news during the Winter Olympics helped shape China's big country economic image.The sports event and ceremony news shaped China's big cultural image.The news outside the stadium shaped China's big country national image.The relevant enlightenment is concluded that hot news communications of large-scale international sports events affect the future country image construction.At the theoretical level,it is necessary to finely construct a framework and proactively set the agenda.At the content level,it is necessary to combine both inside and outside the competition scenes with a focus on cultural exchanges.At the technical level,it is necessary to narrate by “seeing the big from the small” and to broadcast from the perspective of “the other”.This research also provides strong reference significance for the relationship between sports news communication and national image construction.