媒介仪式与历史记忆:杭州亚运会的文化展演与形象构建

Media Rituals and Historical Memory:Cultural Performance and Image Construction of the Hangzhou Asian Games

文章结合媒介事件与媒介仪式观的理论,对杭州亚运会中的文化展演进行深入解读,将传播符号的内容再生产和传播渠道的议题再共鸣综合考量。通过梳理亚运会开闭幕式及赛场上出现的自然符号、物化符号和社会行为符号以及它们背后的意义内涵,分析文化融合与再创造的过程,并依托多元在场的传播主体如官方媒体和自媒体以及智能沉浸式的传播技术如“数字融合”、云上转播、子弹时间技术等进行总结,认为大型体育赛事带来的传播效果在国内和国际两个方面上均有不同卷入,探索依托大型体育赛事的主办方可以完成的文化展演全过程以及通过赛事举办对国家及城市形象构建的功能。

This paper provides an in-depth interpretation of the cultural performances in the Hangzhou Asian Games,combining the theories of media events and media rituals.The interpretation considers the content reproduction of the communication symbols and the issue resonance of the communication channels.By analyzing the natural,physical,and social behavioral symbols used in the opening and closing ceremonies of the Asian Games and the competition venues,we can understand the process of cultural fusion and recreation.This analysis relies on multiple communication channels,including official media and self-media,intelligent and immersive communication technologies such as'digital fusion',cloud broadcasting,and bullet time technology.The text analyses the process of cultural integration and re-creation,using various communication subjects such as official media and self-media,and intelligent immersive communication technologies such as'digital integration',cloud broadcasting,bullet time technology,etc.The study concludes that large-scale sports events have different effects on domestic and international communication.It explores the cultural performance process that organizers can achieve through these events,as well as the functions of constructing national and city images.