符号、情感与记忆:北京冬奥会文创产品国际传播力提升的实践路径

Symbol Emotion and Memory The Practical Focus on The International Communication of Olympic Cultural and Creative Products in The New Era

随着中国式现代化进程的不断推进,以弘扬中华文明优秀观念、弥合价值认同鸿沟、构建人类文明新形态为主旨的国际传播体系亟待提质增效,应时而变。在全球媒介化传播趋势的助推下,奥运文创产品作为跨文化传播中的特殊媒介,能够丰富我国国际传播矩阵建设的效果范畴。本文以冬奥会文创产品“冰墩墩”为分析个案,探讨了其在中华文明国际传播中“文化符号”的媒介定位,指出其以共情体验作为传播渗透方式,并通过一系列的再媒介化宣传将其中的中华文明优秀元素固化为更持久的“文化记忆”,以“文化符号—情感记忆—文化记忆”的实践路径提升中华文明的国际传播力。

As the process of Chinese-style modernization continuous advances the international communication system with its main purpose of promoting the fine concepts of Chinese civilization bridging the gap in value recognition and building a new form of human civilization needs to be improved in quality and efficiency.Driven by the trend of global media communication Olympic cultural and creative products as special media in cross-cultural communication can enrich the function scope of the construction of China’s international communication matrix.Taking the cultural and creative product“Bing Dwen Dwen”of the Winter Olympics as an analysis case this paper discusses its media positioning as a“cultural symbol”in the international communication of Chinese civilization points out that it uses empathy experience as the communication penetration method and solidifies the excellent elements of Chinese civilization into a more lasting“cultural memory”through a series of re-media propaganda.The practice path of“cultural symbol-emotional memory-cultural memory”is adopted to enhance the international communication power of Chinese civilization.