体育赛事的网络媒介传播与国家形象

Transmission of Sport Events via Internet Media and State Image

如何借助体育赛事的网络媒介传播提升国家形象是一个重要命题。基于传播学及场域与符号等相关理论对这一问题进行阐释,认为:体育赛事借助网络所具有的便捷性和实效性进而成为展示国家形象的重要平台;体育类网络语言和符号开始成为新兴的网络文化力量,具有时效性、周期性、经济性以及印象性的具体特征;体育赛事的网络传播也开始呈现关注偏向性和性别差异取向的传播特征。对事件本身的报道和评论,媒体背后的种族、政治歧视与价值观主导的舆论攻击,违反奥林匹克精神的报道,运动员道德失范与越轨行为的报道,虚假信息报道等是当今网络媒介对体育赛事负面报道的主要类别。研究进一步认为依靠体育参与者、政府体育管理机构及媒介传播提升国家体育话语权力,建立国家形象定位、借助体育赛事构建营销机制促进国家形象符号的立体传播是借助体育赛事提升国家形象的主要策略。

How to make use of the Internet media to broadcast sports events to enhance the image of a country is an important topic.In this study,we will expound this issue based on the related theories such as communication,fields and signs and hold that:sporting events have become important platforms to demonstrate the image of a country through the Internet with its convenience and effectiveness.Sports Internet languages and signs have become emerging Internet cultural forces,showing the characteristics of timeliness,cyclicality,economicness and impressiveness.The transmission of sporting events via Internet has also begun to show the propagation characteristics of concern preference and different gender orientation.The coverage and comments on the events themselves,the racial and political discrimination behind the media and value-led opinion attack,the coverage violating the Olympic spirit,the coverage on athletes' moral misconducts and deviant behaviors and the coverage on false information are the main categories of media coverage on the negative side of sports events.The study further found that sports participants,governments and sports governing bodies and media can help to enhance the discourse power of a country in sports affairs.Establishing the image positioning of a country and building the marketing mechanism through sports events to enhance the three-dimensional propagation of the image symbol of a country are the main strategies to enhance the state image through sports events.