【作者】 陈敏；

【导师】 张健；

【作者基本信息】 苏州大学 ， 媒介与文化产业， 2025， 博士

【摘要】 近年来,全球局势波诡云谲,国际体系加速分化重组,世界各国的国家能力、国际地位以及全球影响力亟待重新评估。在此背景下,国家形象已成为现代国家战略的重要构成,各国纷纷致力于通过形象建构提升国际竞争力。2022年,处于“大变局”背景下的中国克服新冠疫情的不利影响,向世界奉献了一届简约、安全、精彩的冬奥盛会,使北京成为人类历史上首个“双奥之城”。习近平总书记多次强调冬奥会的政治价值,将其视为展现国家形象、促进国家发展、振奋民族精神的重要契机。本研究以政治营销理论为主要理论视角,试图回答“国家何以通过大型事件(2022年冬奥会)建构自身形象”这一问题。在具体研究过程中,笔者将2022年北京冬奥会视为中国为建构自身形象开展的一次政治营销实践,旨在系统分析其在不断变化的动态情境中呈现的关系-过程。为此,研究首先对西方经典政治营销理论模型进行汇总梳理,继而结合中国政治语境批判性地重构适配于中国本土的政治营销框架,为后续研究提供理论指引。同时,研究还依托建构主义理论、场域理论、世界体系理论、叙事理论,综合运用历史研究、比较研究、思辨研究、量化内容分析、质化文本分析等研究方法,着力勾勒国家主体在具体历史和社会情境中通过大型事件建构国家形象的实践轨迹。研究发现,基于大型事件的国家形象营销大致依从“时代语境—事件选择—营销规划—符号体系—成果评估”的逻辑展开。时代语境层面,通过对全球格局变化、中国全球定位的转型以及新时代中国形象的官方话语论述进行系统分析,厘清新时代中国国家形象建构的时空背景。事件选择层面,通过剖析体育对国运的象征、隐藏于冬奥背后的“西方中心主义”和北京冬奥会的象征意义,回答国家借由冬奥开展国家形象营销的合理性问题。战略规划层面,通过综合分析历史与现实、内部与外部以及政治、经济、历史文化等多维要素,对中国办奥的现实情境进行细致考察,进而解析国家依托“冬奥平台”在制度、精神、物质、传播维度“扬长避短”的开展形象建构的整体行动逻辑。符号体系层面,通过对奥运格言、仪式叙事、主流媒体新闻话语和归化运动员媒介形象的分析,明确国家如何通过符号表意传播标识性意向和理念,建构新时代中国国家形象。战略评估层面,通过挖掘国内外媒体和民众围绕北京冬奥形成的话语框架和态度倾向,剖析冬奥会在国家形象营销中的短期效果并反思营销实践中尚需优化的环节。国家是其形象建构场域中的关键行动者,2022年北京冬奥会就是国家综合自身需求与国际期待开展的一次形象营销实践。由此,中国向世界展示了自身在全球公共危机中的领导力,深化了中国与世界的关系,建构了富强、自信、负责任的大国形象。但伴随“中美博弈”的不断升级,北京冬奥会也不免沦为美西方开展“外交战”与“舆论战”的窗口,导致中国形象的“自塑”与“他塑”依然存在较大鸿沟。因此,在以事件为导向的国家自我形象建构中,要降低宏观政治叙事和冲突框架的比重,以个体化、微观化的叙事,多渠道、多平台的传播,生动具体的勾勒国家形象的面貌,提高国家正面形象的可见性。国家形象的建构和传播是国家的系统性、长期性工程,期待全面而即时的口碑扭转是不现实的,看待国家行为体施行的形象提升战略要抱有长远眼光。展望未来,如何发挥主观能动性,建构匹配我国综合国力和国际地位的国家形象,是业界和学界需要共同探索的重要议题。更多还原

【Abstract】 In recent years,the global situation has been treacherous,and the international system has accelerated its fragmentation and reorganization,so that the national capacity,international status and global influence of countries around the world need to be reassessed urgently.Against this backdrop,national image has become an important component of modern national strategy,and countries are committed to enhancing their international competitiveness through image construction.2022,China,in the midst of the“great change”,overcame the negative impact of the Xinguancun epidemic,and provided the world with a simple,safe,and wonderful Winter Olympic Games,making Beijing the first“Double Olympic City”in the history of mankind.This made Beijing the first“Double Olympic City”in the history of mankind.General Secretary Xi Jinping has repeatedly emphasized the political value of the Winter Olympics,seeing it as an important opportunity to present the country’s image,promote national development and invigorate the spirit of the nation.Taking political marketing theory as the main theoretical perspective,this study tries to answer the question of“how does a country construct its own image through a large-scale event(the 2022 Winter Olympics)”.In the specific research process,this paper regards the 2022Beijing Winter Olympics as a political marketing practice carried out by China to construct its own image,and aims to systematically analyze the relationship-process in this changing,dynamic and contextualized situation.To this end,the study first summarizes the classic Western political marketing models,and then critically reconstructs a locally adapted political marketing model in light of the Chinese political context,in order to provide theoretical guidance for subsequent studies.At the same time,the study also relies on constructivist theory,field theory,world system theory,and narrative theory,and utilizes a combination of historical research,comparative research,discursive research,quantitative content analysis,qualitative textual analysis,and other research methods,in order to outline the trajectory of the practice of state subjects in constructing the image of the state through large-scale events in specific historical and social contexts.The study finds that the marketing of national image based on large-scale events follows the logic of“contemporary context-event selection-marketing planning-symbol system-result evaluation”.At the level of contemporary context,the temporal and spatial background of China’s national image construction in the new era is clarified through a systematic analysis of the changes in the global landscape,the transformation of China’s global positioning,and the official discourse on China’s image in the new era.At the level of event selection,we analyze the symbolism of sports for national fortune,the“Western-centrism”behind the Winter Olympics and the symbolic significance of the Beijing Winter Olympics,in order to answer the question of the reasonableness of the country’s marketing of its national image through the Winter Olympics.At the level of strategic planning,through a comprehensive analysis of history and reality,internal and external,political,economic,historical and cultural elements,the reality of China’s Olympic Games is examined in detail,so as to analyze how the country can rely on the Winter Olympics platform to build its image in the institutional,spiritual,material,and communication dimensions,and how to“make the best use of its strengths and avoid its weaknesses.In this way,we will analyze how the country relies on the“Winter Olympic platform”in the institutional,spiritual,material,and communication dimensions to“build on its strengths and avoid its weaknesses”in the overall logic of image construction.At the level of symbolic system,through the analysis of Olympic motto,ritual narratives,mainstream media news discourse and naturalized athletes’media images,it is clear how the country can disseminate its symbolic intentions and concepts through symbolic representations to construct China’s national image in the new era.At the level of strategic evaluation,we analyze the short-term effects of the Winter Olympics in national image marketing by exploring the discourse framework and attitudinal tendencies of domestic and international media and people around the Beijing Winter Olympics,and reflecting on the aspects that still need to be optimized in the marketing practice.The state is the key actor in its image construction field,and the 2022 Beijing Winter Olympics is an image marketing practice that the state has carried out by synthesizing its own needs and international expectations.As a result,China has demonstrated its leadership in global public crises,deepened its relationship with the world,and constructed an image of itself as a rich,strong,confident,and open power.However,along with the escalation of the“US-China game”,the Beijing Winter Olympics has become a window for the US and the West to carry out“diplomatic wars”and“public opinion wars”,resulting in a wide gap between China’s self-image and other’s image.As a result,the gap between China’s“self-construction”and“other-construction”remains wide.Therefore,in the event-oriented construction of national self-image,the weight of macro-political narratives and conflict frameworks should be reduced,and individualized and micro-narratives,as well as multi-channel and multi-platform communication,should be used to vividly and concretely outline the national image and increase the visibility of the country’s positive image.The construction and dissemination of a country’s image is a systematic and long-term project for the country,and it is unrealistic to expect a comprehensive and immediate word-of-mouth turnaround,so it is important to take a long-term view of the image enhancement strategies implemented by national actors.Going forward,how to utilize the subjective initiative to construct a national image that matches China’s comprehensive national strength and international status is an important topic for the industry and academia to explore together.更多还原