中国主流英文媒体双奥新闻议程设置的嬗变——基于主题词的多元对应分析视角

On the Diachronic Changes of Agenda-setting in the International Coverage of Beijing Summer and Winter Olympic Games by China’s Mainstream English Media——A Multiple Correspondence Analysis to Keywords

中国主流英文媒体报道的双奥新闻是中国对外讲好体育故事的窗口,可以影响海外受众对我国体育发展状况的认知。采用基于主题词的多元对应分析法,分析中国主流英文媒体报道的双奥新闻的主要议题及其历时性变化,旨在探究双奥新闻议程设置的嬗变。研究结果表明,夏奥会新闻聚焦于赛事的经济效益及竞技成绩,冬奥会新闻的主要议题则涉及外交、文化、科技、卫生等众多领域,议程设置及报道方式也更加多样。我国主流英文媒体报道双奥新闻的议程设置实现了从求同到自塑个性形象、从本土视角到全球视角、从凸显中国优势单项到注重中国多领域创新、从成果导向到过程导向的嬗变,反映了过去十余年我国主流英文媒体对双奥新闻的报道模式的变化和中国民众体育理念的转变。

The international coverage of the Olympic Games by China’s mainstream English media is vital to better telling Chinese sports stories to the world as it could shape people’s understanding towards China’s sports development.This study adopts Multiple Correspondence Analysis to Keywords to explore the major topics set in international coverage of the Beijing Summer and Winter Olympic Games by China’s mainstream English media and discusses how agenda-setting on Beijing Olympics has been changing over time.Results show that the international coverage of the Beijing Summer Olympics gave priority to topics on the economic and competiti-ve aspects of the Games,while coverage of the Beijing Winter Olympics focused on a much wider range of topi-cs in diplomacy,culture,science and healthcare,revealing more diversified agenda-setting and modes of repor-ting.This denotes significant changes in Chinese media’s agenda setting:1)from seeking commonalities to proactively constructing national images,2)from domestic to globalized angle of reporting,3)from highlighting advantages to emphasizing creative breakthroughs in multiple fields,4)from result-oriented to process-oriented reporting.These diachronic changes reflect transformation in the mode of reporting by China’s mainstream English media towards the Olympic Games as well as people’s perception of sports in the past decade.