摘要
作为奥林匹克运动会的媒介仪式之一,开幕式是主办国借助全球媒介平台,展示国家综合实力、塑造国家形象、提升国际传播影响力的重要平台。从“符号—意义—话语”的递进关系来看,北京冬奥会通过体育符号、视听符号、人文符号等多种符号的组合运用,在特定的时间空间环境下实现了结构化的意义编码和价值表达,借由媒介传播平台,凸显了对于国家形象、青年文化、体育精神的具象化塑造及呈现,传递了“一起向未来”的价值底蕴和真诚愿景,促进了国家政治话语、青年文化话语、商业品牌话语的建构与表达,为推进跨文化背景下国际大型赛事媒介仪式的传播和青年话语建构提供了注重议题设置和价值强化、丰富表现形式和传播形态、增强文化自觉和认同建构、贴近青年文化需求等启示。
As one of the media ceremonies of the Olympic Games,the opening ceremony is an important platform for the host country to show its comprehensive national strength,shape its national image and enhance its international communication influence with the help of global media carriers.From the perspective of the progressive relationship of“symbol-meaning-discourse”,the Beijing Winter Olympic Games achieved structured meaning coding and value expression in a specific time and space environment through the combination of sports symbols,audio-visual symbols,cultural symbols and other symbols.By the media communication platform,it highlighted the figurative molding and presentation of the national image,youth culture and sports spirit.It conveys the value connotation and sincere vision of“going to the future together”,promotes the construction and expression of national political discourse,youth cultural discourse and business brand discourse,and provides enlightenment for promoting the communication of media ceremonies and youth discourse construction of international large-scale sports events under the cross-cultural background,such as focusing on topic setting and value enhancement,enriching expression forms and communication forms,enhancing cultural awareness and identity construction,and being close to youth cultural needs.
出处
《青年学报》
2022年第4期55-60,共6页
Youth Research
基金
2021年度国家社会科学基金重大项目“中国核心术语国际影响力研究”(项目批准号:21&ZD158)的阶段性研究成果。
关键词
符号学
北京冬奥会
开幕式
青年话语
国际传播
semiotics
Beijing Winter Olympics
opening ceremony
youth discourse
international communication
