大型国际体育赛事传播国家形象的路径探析
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摘要
大型国际体育赛事开幕式是面向世界和国内外公众的重要媒介仪式,同时也是政府国际公关和国家形象传播的契机.以俄罗斯世界杯开幕式为例,采用问卷调查获得533个样本数据,经信度效度检验、因子分析和变量相关性分析,发现传播范围、开幕式组织、开幕式内容是影响国家形象传播的三个因子,该三个因子彼此之间显著相关并均与国家形象传播效果显著正相关.据此,对大型国际体育赛事开幕式筹备提出"把各项要素视作整体、展示最具特色的国家形象符号和融入更多的国家形象元素"三点建议.
The opening ceremony of large-scale international sports events is an important media ceremony for the world and the public at home and abroad, and also an opportunity for the public relations and national image of the government. Taking the opening ceremony of the World Cup in Russia as an example, 533 sample data were obtained through questionnaire survey, after reliability and validity testing, factor analysis and variable correlation analysis, results show that the scope of the dissemination, the organization of the opening ceremony, and the content of the opening ceremony are the three factors affecting the dissemination of the national image, a significant correlation between the three factors of each other and were significantly positively correlated with national image communication. Accordingly,three Suggestions are put forward for the preparation of the opening ceremony of large-scale international sports events, namely "take all elements as a whole, display the most distinctive national image symbols and integrate more national image elements".
The opening ceremony of large-scale international sports events is an important media ceremony for the world and the public at home and abroad, and also an opportunity for the public relations and national image of the government. Taking the opening ceremony of the World Cup in Russia as an example, 533 sample data were obtained through questionnaire survey, after reliability and validity testing, factor analysis and variable correlation analysis, results show that the scope of the dissemination, the organization of the opening ceremony, and the content of the opening ceremony are the three factors affecting the dissemination of the national image, a significant correlation between the three factors of each other and were significantly positively correlated with national image communication. Accordingly,three Suggestions are put forward for the preparation of the opening ceremony of large-scale international sports events, namely "take all elements as a whole, display the most distinctive national image symbols and integrate more national image elements".
引文
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[2]汤筠冰.视觉在场:伦敦与北京奥运会开幕式视觉传播比较研究[J].现代传播,2012(10):86-88.
[3]林小榆,李新欣.跨文化传播视域下奥运会运动员的国家形象塑造——以2016里约奥运会中国运动员为例[J].北京体育大学学报,2018(5):40-45.
[4]张昆,王创业.时空维度下的国家形象模型探析——基于认知互动的视角[J].新闻界,2017(5):45-51.
[5]朱芳婷.国家形象的图像传播研究[J].编辑学刊,2018(1):32-37.
[6]季乃礼.国家形象理论研究述评[J].政治学研究,2016(1):104-113.
[7]范红.国家形象的多维塑造与传播策略[J].清华大学学报(哲学社会科学版),2013(2):141-152.
[8]万晓红,周榕.中国体育国际形象调查报告(2016)[J].武汉体育学院学报,2016(11):5-11.
[9]朱倩倩,曾一果.文化挖掘与国家形象塑造——里约奥运会开幕式的国家形象传播[J].电视研究,2016(11):30-32.
[10]钟新,黄超.国际体育盛会与国家品牌战略——2012伦敦奥运会开幕式分析[J].成都体育学学院学报,2012(12):1-6,12.
[11]董宇.冬奥会开幕式探究[J].体育文化导刊,2015(8):95-100.