北京冬奥文化遗产与国家形象建构论析——基于传播学视角

On the Cultural Heritage of Beijing Winter Olympics and the Construction of National Image-Based on the Perspective of Communication Science

北京冬奥文化遗产作为世人瞩目的历史印记,是建构国家形象、打造国家品牌源源不断的内生动力。基于此,从传播学视角出发,运用质性访谈、网络民族志研究方法,在个体微观叙事实践中论析北京冬奥文化遗产与国家形象建构的内生动力机制。研究认为,跨文化传播、文化符号、文化再生产构成北京冬奥文化遗产与国家形象传播内生动力机制的切入点,这对于国家形象场域建构、国家品牌形象软实力提升、国家形象传播实践范式具有实然性意义;体育大国形象在北京冬奥文化遗产中的形塑具体表现在“大国硬实力”与“时代敢担当”国家形象、“疫情精准防控”与“科学组织管理”国家形象、“民族大情怀”与“人物小故事”相结合国家形象三个维度;“后冬奥时代”还需持续挖掘北京冬奥文化遗产在绿色、环保与可持续、以人为本的负责大国,以及亲切、欢乐、年轻化媒介方面的“中国经验”。

The cultural heritage of the Beijing Winter Olympics as a historical imprint that attracts worldwide attention has a continuous endogenous impetus for building a national image and brand.Based on this from the perspective of communication using qualitative interviews and network ethnography research methods this paper analyzes the internal dynamic mechanism of the construction of Beijing Winter Olympic cultural heritage and national image in the practice of individual micro narrative.The research believes that crosscultural communication cultural symbols and cultural reproduction constitute the entry point of the endogenous dynamic mechanism of Beijing Winter Olympic cultural heritage and national image communication which has practical significance for the construction of the national image field the promotion of the soft power of national brand image and the practice paradigm of national image communication;The shaping of the image of a sports power in the cultural heritage of the Beijing Winter Olympics is embodied in three dimensions the national image of“great power hard power”and“era daring”the national image of“accurate epidemic prevention and control”and“scientific organization and management”and the national image of a combination of“national sentiment”and“character stories”;In the post Winter Olympics era it is also necessary to continue to explore the“Chinese experience”of Beijing’s Winter Olympics cultural heritage in a responsible country that is green environmentally friendly sustainable and people-oriented as well as in friendly joyful and youthful media.