北京冬奥会期间中国国家形象的塑造研究

运用文献资料、专家访谈和比较法，提出一个国家的外在形象、内在品性、传播渠道、主观评价是塑造国家形象的4个基本要素。外在形象与内在品性，指向国家形象的"自塑"，媒介传播和主体评价，指向国家形象的"他塑"。北京冬奥会期间，中国国家形象定位在：中国是人类命运共同体的倡导者、建设者和维护者。从加强体育软实力、淡化意识形态、区分内宣外宣、打造成功的冬奥会开闭幕式、营造"汉语热"和节日氛围、重视他塑、推出旅游精品路线、讲好中国故事、丰富话语体系、多渠道传播中国友善形象等方面给出了北京冬奥会期间提升中国国家形象的建议。

China's National Image Building during Beijing Winter Olympic Games

Through literature study,expert interview and comparative analysis,this paper pointed out that a nation's external image,internal character,communication channels and subjective evaluation were four basic elements in shaping its national image. The external image and internal character came from the self-shaping of the national image. Media communication and subject evaluation came from the other-shaped of the national image. During the Beijing Winter Olympics,China's national image focused on China as an advocate,builder and defender of a community of shared future for mankind. This paper put forth countermeasures for strengthening the sports soft power,weakening ideology,distinguishing national communication from international communication,building successful Olympics opening and closing ceremonies,creating Chinese language competitions and festival atmosphere,attaching importance to the other-shaped,introducing quality tourist routes,telling the Chinese stories well,enriching the discourse system,spreading the friendly image of China,etc.