摘要
采用文献资料法、案例研究法等研究方法,借助CIS战略理论,对运动员国家文化使者形象的构成要素进行分析,对运动员文化使者形象的塑造进行个案探讨,指出运动员形象、名称、logo、标准色、个性动作等要素是运动员文化使者形象塑造的基本内容。运动员文化使者形象的塑造,有利于提高国家知名度,促进国际间的文化交流。21世纪以来,我国运动员文化使者形象塑造进入到了一个崭新时代,运动员的文化使者形象逐渐被挖掘,被赋予多种价值维度;运动员需要依据个性化、系统性和文化性等原则主动塑造和发挥自身的优势,加大自身的多维形象开发。为现代职业运动员的成长提供了可持续发展的绵延不断的动力。
Based on literature review, case study and other methods and CIS strategic theory, this paper analyzed elements of national culture emissary athlete image and did case study for their sculpture. This study pointed out that athlete＇s image, name, logo, standard color, personalized movement were the main elements. Sculpturing athlete＇s culture ambassador image could foster nation＇s fame and will enable international cultural communication. Research indicated that since the 21st century, China＇s cultural ambassador athlete image-building had come into a new era. Athlete＇s culture ambassador image had been excavated gradually and given a various value expressions. Athletes have to initiative sculpture and play to their own advantages, which based on personalize, system and cultural principals and enhance their own multi-dimensional image sculpture. This will provide sustainable and con- tinuous momentum for their growth.
出处
《北京体育大学学报》
CSSCI
北大核心
2014年第3期1-5,21,共6页
Journal of Beijing Sport University
基金
国家社会科学基金项目(项目编号:12BTY024)
关键词
运动员
国家文化使者形象
CIS战略
视觉表达
标准色设计
个性动作设计
athlete
national culture ambassador image
CIS strategic theory
visual expression
standard color design
personalized movement design
