作为观念的景观:互文理论视域下的奥运传播景观与国家形象塑造——以2022年北京冬奥会开幕式为例

Landscape as a Concept:The Olympic Communication Landscape and National Image Construction from the Perspective of Intertextuality——A Case Study of the 2022 Beijing Winter Olympics Opening Ceremony

大型社会景观不仅可以从批判性、现代性视角观照,也应该从建构性、后现代性视角来切入。从后现代性的互文理论来看,社会景观并非单一时空背景中的主体独白和表演,而是一种多声部的时空和主体互文现象,既是一种视觉的呈现过程,也是一种观念的建构过程。以2022年北京冬奥会为例,可从共时性互文、历时性互文和主体性互文三个方面分析,探究此次全球性景观设计和生产的内在逻辑,及其所传达出来的国家形象观念。从共时性互文视角来看,2022年北京冬奥会开幕式生成于五个空间事件:国际奥林匹克运动改革、中国开启全面建设社会主义现代化国家新征程、部分国家的体育政治化、全球的后疫情治理和中国人喜迎春节。从历时性互文视角来看,2022年北京冬奥会开幕式景观中的固定仪式环节在继承以往冬奥会的基础上进行了较大的革新,巧妙传达了“简约、环保和绿色”的新时代理念。从主体性互文来看,2022年北京冬奥会开幕式不仅致敬了2008年北京奥运会,更致敬了历届冬奥会,塑造了一个更加从容、包容的中国形象。

Large social landscapes can be observed from not only the critical and modern perspective but also the constructive and postmodern.From the lens of postmodern intertextuality,a social landscape is not merely a monologue or performance within a singular time and space.Rather,it is a polyphonic intertextual phenomenon across multiple temporalities,spaces,and subjects,both visual and conceptual.This article takes the 2022 Beijing Winter Olympics Opening Ceremony as an example to analyze the logic of its design and production and the national image it conveys from three aspects:synchronic intertextuality,diachronic intertextuality,and subjective intertextuality.From the perspective of synchronic intertextuality,the ceremony was shaped by five spatial events:the reform of the international Olympics,the new journey of China's socialist modernization,the politicization of sports in certain countries,global post-pandemic governance,and the celebration of the Spring Festival.From the perspective of diachronic intertextuality,the ceremony inherited and innovated the legacy of the previous Winter Olympic Games,communicating the New Era's values of"simplicity,environmental friendliness,and sustainability".In terms of subjective intertextuality,the ceremony not only paid tribute to the 2008 Beijing Olympics but also honored all previous Winter Olympic Games,presenting a more composed and inclusive image of Today's China.