多元与偏见:西方媒体北京冬奥会报道中的中国国家形象话语表征

以批评话语分析为理论框架,以语料库分析为研究方法,分析西方媒体的北京冬奥会报道对中国国家形象的话语表征及意义建构。研究发现,西方媒体对于北京冬奥会的话语表征呈现出“一体多面”的叙事特点,但仍延续了西方媒体对中国国家形象话语表征的负面倾向;西方媒体惯常对中国国家形象的话语建构与报道框架略有改观,议题设置更加多元,客观性和积极性的话语比例有所提升;经济发展是助推国家形象塑造的强大动力,有利于促进中国国家形象有效塑造与传播;西方意识形态偏见及对中国崛起的“霸权焦虑”成为阻碍中国在国际体育中进一步提升话语权和推进国家形象对外传播的制约性因素。西方媒体话语中的中国国家形象,是客观与主观、真实与虚构的综合呈现。打破西方固有偏见,在形象建构的权力博弈中占据主动,是亟待探讨的重要问题。

Pluralism and Prejudices: National Image of China in Discursive Representation of Western Media Reports on Beijing Winter Olympic Games

The research adopted Critical Discourse Analysis (CDA) as the theoretical framework and used corpus analysis software to analyze the western media’s discursive focus and meaning construction of the Chinese image in their reports of the Beijing Winter Olympic Games. It was found that the discursive focus of the Western media on the Beijing Winter Olympic Games revealed a multifaceted narrative characteristic, while the negative tendency of the Western media on their discursive representation of the Chinese image still existed. The Western media’s discursive construction and framing of the Chinese image slightly bettered, as the topic setting had become more diversified, and the proportion of objective and positive discourse had increased. Among them, economic development was a powerful driving force to promote the shaping of the national image, which was conducive to promoting the effective shaping of the Chinese image. However, western ideological prejudice and the “hegemonic anxiety” about China’s rise had become the limiting factors for China to further improve its discursive power in international sports and promoting the external communication of its image. The image of China in western media discourse was a comprehensive display of objectivity and subjectivity, reality and fiction. Therefore, breaking the western prejudice and taking the initiative in the power competitions of image building remained an important issue to be discussed for China.