【摘要】 后冬奥时代，主流媒体等我国对外传播主体仍需全面提高体育对外传播能力，讲好中国体育故事，展现好中国形象，为人类命运共同体建构创造良好的国际舆论环境。基于此，以网络议程设置理论和符号聚合理论为研究视角，选取《中国日报》北京冬奥会报道为案例，运用主题模型和幻想主题分析方法，在总结主流媒体北京冬奥会对外报道经验的基础上，为后冬奥时代主流媒体体育对外报道寻求镜鉴启示。研究发现，《中国日报》等主流媒体的北京冬奥会报道主要设置了“赛事消息”“科技、绿色与经济”“防疫与赛事服务”“国际交流与合作”等8类议题，形成了“简约、安全、精彩的北京冬奥会”“成果丰富的北京冬奥遗产”和“创造‘一起向未来’的团结世界”3种幻想类型，继而建构了“北京冬奥盛会圆满成功，推动人类命运共同体构建”的修辞视野。研究认为，在后冬奥时代，主流媒体体育对外报道需做到：议程设置上，围绕国家对外传播战略和任务设置议题，维护良好的国家形象；及时研判外媒体育议程设置特点，提前形成应对方案。修辞实践上，应注意运用好各类修辞主题，以跨文化传播思路讲好中国体育故事；注重分析西方媒体体育修辞特点，为我国主流媒体参与国际体育论辩和话语博弈奠定思路。对我国整体体育对外传播工作而言，还需要进一步提升国际体育议程设置能力，优化体育对外传播修辞技巧，统筹好体育国际传播主体，为推进人类命运共同体建构、讲好中国体育故事、完善体育国际传播矩阵发挥作用。更多还原

【Abstract】 In the post-Winter Olympics era,the mainstream media and other China’s international communication subjects still need to comprehensively improve the sports international communication ability,tell Chinese sports stories well,show China’s good image,and create a good international public opinion environment for the development of a Community with a Shared Future for Mankind. Therefore,this study,based on the experiences of the Beijing Winter Olympics reports,utilizes the network agenda-setting theory and symbolic convergence theory as the theoretical perspective,selects the reports on the Beijing Winter Olympics of China Daily as case and data,and uses the theme modeling and fantasy theme analysis to seek the enlightenment for the sports international report of mainstream media in the post-Winter Olympic era. This study finds that the reports of the Beijing Winter Olympics by mainstream media such as China Daily mainly set up eight topics such as“event news”,“science and technology,green and economy”,“pandemic prevention and event service”,and“international exchange and cooperation”,forming three fantasy types of“simple,safe and wonderful Beijing Winter Olympic Games”,“fruitful Beijing Winter Olympic legacy”and“creating a united world of together for a shared future”;then it constructs a rhetorical vision of“successful Beijing Winter Olympics promotes the development of a Community with a Shared Future for Mankind”. The research shows that in the post-Winter Olympic era,the sports international reports of mainstream media need to:in the agenda-setting,set issues around the national-international communication strategy and tasks,in order to maintain a good national image;study and judge the characteristics of western media sports agenda setting timely and form response plans in advance. In rhetorical practice,we should pay attention to the use of various rhetorical themes and tell Chinese Sports Stories well with the idea of cross-cultural communication;we should pay attention to analyzing the characteristics of sports rhetoric in western media,so as to lay a train of thought for China’s mainstream media to participate in international sports debate and discourse. For China’s holistic sports international communication,it is also necessary to further improve the ability to set the international sports agenda,optimize the rhetoric skills of sports external communication,coordinate the main body of sports international communication,then try to help promote the development of a Community with a Shared Future of Mankind,telling Chinese Sports Stories and improving the sport international communication matrix.更多还原