体育赛事的网络媒介传播与国家形象

发布时间：2018-07-25 06:17

【摘要】：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。
[Abstract]:How to improve the national image with the help of the network media of sports events is an important proposition. Based on the theory of communication, field and symbol, this paper explains this problem, and points out that: the convenience and effectiveness of sports events with the help of network become an important platform to display the image of the country; Sports network language and symbol began to become a new force of network culture, with the specific characteristics of timeliness, periodicity, economy and impressions. The network communication of sports events also began to show the characteristics of attention bias and gender difference orientation. Reports and comments on the incident itself, race behind the media, public opinion attacks dominated by political discrimination and values, reports of violations of the Olympic spirit, reports of athletes' moral anomie and deviant behaviour, False information reports are the main types of negative reports on sports events. The study further thinks that depending on the sports participants, the government sports management agencies and the media to promote the national sports discourse power, to establish the image of the country, It is the main strategy to promote the national image with the help of sports events to construct a marketing mechanism to promote the three-dimensional communication of national image symbols.
【作者单位】：辽宁科技大学体育部;北京体育大学;沈阳体育学院武术学院;
【分类号】：G80-05

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