摘要
2022年北京冬奥会作为新冠疫情后期的一场超大型赛事,是全球最瞩目的体育盛事之一,也是我国疫情以来第一次举办的国际大型赛事。作为展现我国体育强国地位、彰显中华体育精神、凸显中华体育文化价值绝佳契机的冬奥会,其良好的国际宣传和国际口碑对达成文化传播效果至关重要。本文选取全球最大视频网站YouTube中播放量较高的5个视频内容及其1951条受众评论,采用内容分析和文本分析的混合方法研究国际评价,结果表明:有关北京冬奥会的国际媒体传播主要包括有科技进步、中国文化、社会发展、体育等方面的内容。从中归纳出中国体育文化的国际传播要素,提出确立国际传播的价值坐标、将中国体育文化数字化、打造原生品牌赛事、重视体育旅游业发展的四条传播路径。
As a mega-event after the peak of the epidemic,the 2022 Beijing Winter Olympics was one of the world’s most eye-catching sports events,as well as the first world-level event held in China since the epidemic.As an excellent opportunity to show China’s status as a sports power,highlight the Chinese sports spirit and the value of Chinese sports culture,the good international publicity and international reputation of this Winter Olympics were very important to achieve the effect of cultural communication.This paper selects the content of 5 videos with highest views and 1951 audience comments from YouTube,the world’s largest video website,and adopts a hybrid method of content analysis and text analysis to roughly divide international evaluations into scientific and technological progress,Chinese culture,social development,sports,and negative evaluation.This paper summarizes the communication elements of the international communication of Chinese sports culture,including putting forward four communication paths to establish the value coordinates of international communication,digitizing Chinese sports culture,creating native brand events,and attaching importance to the development of sports tourism.
作者
马恩毅
李秀玉
李朗欢
雷鹏玉
曾浩澜
袁晓辉
Ma Enyi;Li Xiuyu;Li Langhuan;Lei Pengyu;Zeng Haolan;Yuan Xiaohui(School of Physical Education,Sichuan Agricultural University,Ya’an 625014,China)
出处
《体育科技文献通报》
2023年第4期229-232,共4页
Bulletin of Sport Science & Technology
基金
2020年度教育部人文社会科学研究青年基金项目(项目编号:20YJC890040)
四川农业大学本科生科研兴趣计划项目(项目编号:2023229)。
关键词
北京冬奥会
体育文化
国际传播
要素
路径
Beijing Winter Olympics
sports culture
international communication
element
path
