全球性媒介仪式的文化符号叙事与全球传播策略——以东京奥运会开幕式为例

Cultural Symbolic Narratives in the Global Media Ritual——Based on the Analysis of the Opening Ceremony of the Tokyo Olympics

新冠疫情重构了个体交往方式,促进了交往空间的数字化与社会的媒介化。东京奥运会在延期一年后以无观众的形式举行,成为奥运史上一场独特的体育盛会。奥运会开幕式作为典型的全球性媒介仪式,呈现出高度媒介化、符号化、全球化的特征。东京奥运会开幕式通过对本土与全球文化符号的组合编码,呈现了全球性叙事、本土性叙事、连接性叙事、传承性叙事四种方式,加深了受众对于东京作为两次奥运会主办城市的印象,展现出日本作为文化大国的自信心理与另类的文化风格,实现了“以人为本,平等多元”的奥运精神叙事,并在仪式中通过感伤与共情唤起后疫情时代下人们对生命意义的思考。由此得出跨文化传播的三点启示:重视自我文化认知,精确锚定共同解释项;强化国家责任修辞,用本土语言讲全球故事;巧用非语言符号叙事,消减文化折扣。

The COVID-19 pandemic has changed people's lifestyles.Those who are isolated from each other have gradually become accustomed to communicating online,furthering the mediatization of society.The Tokyo 2020 Summer Olympics,held without spectators after a year's postponement,presents a highly media-ted,symbolic,and globalized opening ceremony as a typical globalmediated ritual.This study finds that through the combination of local and global cultural symbols,the Tokyo Olympics presented four types of encoding:global narrative and common interpretation,local narrative and confrontational interpretation,connective narrative and negotiation interpretation,and inherited narrative and dominant interpretation.The study also finds that the use of these cultural codes deepened the audience's impression of Tokyo as the host city of the two Olympics,and demonstrated the self-confidence and unique cultural styles of Japan as a grand cultural nation.It also delivered the Olympic spirit of humanity,equality and diversity,evoking thoughts on the meaning of life in the post-epidemic era.Three lessons for cross-cultural communication can be drawn from this study:emphasize self-cultural cognition and pinpoint common interpretations;strengthen the rhetoric of national responsibility and tell global stories in local language;and make use of non-linguistic symbols to reduce cultural discounts.