英文媒体的议程设置及对国家形象管理的启示:对五个奥运举办城市报道主题的跟踪研究

大众传媒在国家形象的外显和传播过程中,是影响受众最有效的途径。全球媒体事件(如奥运会)通过媒体聚焦,在短时间内对国家形象的改变产生影响。作者以11,636篇国内外英文媒体对五个奥运举办城市的报道全文为分析对象,通过社会网络分析方法,借助数据挖掘软件,对文献的主题词进行统计分析。数据显示,有关北京奥运会的报道共涉及592个议题,核心议题主要集中在政治、经济发展和环境保护等领域,且议题呈逐年增加趋势。

Agend-setting in English Media and Management of National Image: A Follow-up Investigation of Five Olympic Holders

National image is a strategic capital of a country.Relying on social network analysis approach,the study analyzes the content of 11,636 reports in English that are collected from foreign and domestic media listed in ABI database.This study discovers and compares the exposure frequency in the media in English as well as the full text news among the five Olympic holding cities.More particular,this study not only discovers and compares the subjects of news on 2008 Beijing Olympic Game in Foreign media and those in Domestic media in English,but also analyzes the dynamic yearly changes of the connectivity among the subjects of reports during the period of 2001-2006.Our results demonstrate the presence of 592 subjects related to Beijing Olympics in the foreign media.Further,such subjects are concentrated on the political,economic,environmental aspects of a country.Based on the analytic results,the paper proposes constructive suggestions on how to promote the national image through global media events.