大型体育赛事语言景观的呈现特征、建构经验与提升策略——以北京2022年冬奥会为例

Presentation characteristics,constructive experience and enhancement strategy of the language landscape for large-scale sporting events——Taking the Beijing 2022 Winter Olympics as an example

基于语言景观理论,通过录像观察对北京冬奥会语言景观的呈现特征进行考察并总结建构经验,进一步提出未来打造具有中国特色的赛事语言景观的提升策略。研究认为:首先,官方景观主导、载体类型多样、模态组合多元、语码布局规范是北京冬奥会语言景观的呈现特征。其次,自信规范的语言使用、特色文化的深度结合、丰富多样的呈现形式是北京冬奥会语言景观的建构经验。最后,未来应建立健全各类赛事语言景观的标准规范,促进文化交流的理解与认同;充分挖掘办赛所在地的优秀文化,打造具有本土特色的语言景观;应用现代高科技手段,拓宽语言景观呈现的渠道与形式。

Based on the theory of language landscape,the study examines the presentation characteristics of the language landscape of the Beijing Winter Olympics through video observation and then summarizes its construction experience,and then further proposes strategies to enhance the language landscape of the events with Chinese characteristics in the future.The study concludes that:at first,the official landscape is dominant,the carrier types are diverse,the modal combinations are pluralistic,and the code layout is standardized,which are the presenting features of the language landscape for the Beijing Winter Olympics.Secondly,the confident and standardized use of language,the in-depth combination of characteristic cultures,and the rich and diversified forms of presentation are the constructive experiences of the language landscape for the Beijing Winter Olympics.And finally,in the future,it should establish and improve the standard norms of language landscape for all kinds of events,so as to promote the understanding and recognition of cultural exchanges;fully exploring the excellent culture of the venue,in order to create a language landscape with local characteristics;and also applying modern high-tech means so as to broaden the channels and forms of language landscape presentation.