我国主流媒体体育国际传播的“球土化”话语实践考察

An Examination of the Discursive Practice of “Glocalization” in the International Sports Communication on China's Mainstream Media

于全球化与本土化之间寻找话语实践的张力空间,既是我国主流媒体国际传播的难点,也是突破点。基于球土化理论,以3家主流媒体官方推特(Twitter,现更名为X)账号有关北京冬奥会的相关报道为样本,采用定性比较分析法,对影响我国主流媒体体育国际传播话语实践的主要因素及组态路径进行考察,尝试析出体育国际传播实践层面“全球”与“中国”的接合之道。分析发现,主流媒体体育国际传播话语实践成效的取得主要依靠两组“可选择”组态路径,即“自述”中的全球话语调用与本土化转译“、他述”中的本土立场抒发与“全球中国”构建。研究认为,球土化理论不仅为我国主流媒体的体育国际传播话语实践提供了路径指引,其内在逻辑更是在复杂国际环境中传播中国声音的基本准则。遵循价值逻辑隐而不彰、实践逻辑融通中外的话语实践进路,或可成为优化我国体育国际传播的行动参考。

Navigating the discursive tension between “globalization” and “localization” constitutes both a challenge and an opportunity for China's mainstream media in the realm of international communication.Grounded in the theory of “glocalization,”this study utilizes official Twitter accounts of three mainstream media outlets,focusing on their coverage of the Beijing Winter Olympics.Employing qualitative comparative analysis(QCA),it scrutinizes the primary factors and configuration pathways shaping the discourse practices of China's mainstream media in international sports communication.The goal is to dissect the interplay between “global” and “China” within the context of practices in international sports communication.The analysis reveals that the efficacy of mainstream media's discourse practices in international sports communication hinges on two sets of “selectable”configuration pathways:Invoking global discourse and translating it into a local context in self-narratives,and expressing local perspectives and constructing a “global China” narrative in others' narratives.The study posits that the “glocalization” theory not only serves as a guide for the discourse practices of China's mainstream media in international sports communication but also constitutes a fundamental principle for disseminating China's voice in a complex international environment.Adhering to a discourse practice route that aligns with implicit value logic and flexibly integrates domestic and foreign practices could serve as a strategic reference for optimizing China's international sports communication.