【作者】 陈卓；

【导师】 汤天甜；

【作者基本信息】 重庆大学 ， 新闻与传播硕士（专业学位）， 2017， 硕士

【副题名】以北京申办“2022年冬奥会”陈述会为例

【摘要】 国家形象是一个国家对自己的认知以及国际体系中其他行为体对该国认知的结合,是一系列信息输入和输出产生的结果,是一个结构十分明确的信息资本。随着全球化与媒介化的发展,国家形象作为一个国家重要的无形资产,在政治、经济和外事等活动中发挥着日益重要的作用,因此,政府和学界也日益高度关注国家形象的塑造。体育类外事活动的参与主体一般较为多元,而在国际赛事中,其参与主体一般都是国家,此时,国家形象就是该国综合国力的“我者”与“他者”认知之间博弈的集合体。不仅影响着活动的顺利进行,同时也受到活动的影响。因此,体育类外事活动中国家形象的构建与传播研究具有重要意义。在吉隆坡陈述会中,北京申冬奥代表团借助宣传片和代表陈述,建构了自信而强大的中国国家形象,并以此为信息载体成功说服国际奥委会选择中国北京作为2022年冬奥会的主办地。故而,本文以北京申冬奥陈述会为例,借助说服传播相关理论、视觉修辞理论等,试图研究陈述会中中国国家形象的构建与传播。具体来说,本研究的内容可以分为以下三部分:第一部分为绪论,其目的在于通过梳理外事活动与国家形象的相关研究来呈现本研究的背景和意义,同时明确本研究所用的研究方法、研究问题、所用理论、研究创新点以及研究思路。第二部分为主体部分,包括了第2——4章。基于叙事分析,这一部分借助NVivo11辅助质性分析软件,以构建国家形象的手段、内容和国家形象概括及其评判为研究要素分析了陈述会的架构、陈述会文本(包括陈述宣传片与陈述代表的发言词)、陈述会中国家形象的“自塑”与“他塑”,并试图呈现陈述会中所呈现的国家形象的概况。第三部分为总结部分,包括了第5、6章。这一部分根据已有的研究阐述了体育类外事活动中中国国家形象的构建方向,包括主动参与竞赛来提升体育国际话语权,借助体育名人并通过多渠道传播国家气质,提升传媒实力并促进传播中国理念的国际化,定位目标受众并通过故事性表述展示中国魅力。同时,这一部分还对本研究的不足之处进行了解释。更多还原

【Abstract】 The national image is a highly structured piece of information capital,developed partly by its inputs and outputs of information and partly by internal messages and its own laws of growth and stability.The images which are important in international systems are those which a nation has of itself and of the other bodies in the system which constitute its international environment.With the development of globalization and media,the national image,which was regarded as important intangible assets of one state,plays an increasingly important role in the political,economic and foreign affairs activities etc.so that national governments and academics are also increasingly concerned about the shape of the national image.The participation of sports foreign affairs activities is generally more diverse,in which the national image is a collection of mutual games between cognitions of one nation’s comprehensive national power from itself and the others in activities.The national image is not only affecting the smooth conduct of the activities,but also impacted by the activities.Thus,construction and communication of national image in sports foreign affairs activities is meaningful.In the Kuala Lumpur bidding presentation,a confident and strong image of China was constructed by promo and representative statements;moreover,taking this image as the information carrier,Chinese delegation persuaded the IOC to award Beijing the 2022 Winter Olympic Games.So,taking Beijing bid presentation for 2022 Winter Olympic Games in Kuala Lumpur as an example,based on the theories of persuasive communication and visual rhetoric,this thesis tries to analyze construction and communication of China’s national image.This thesis can be divided into three parts as the following.The first part is the introduction,which aims to show the background and significance of this research by combing researches of foreign affairs and national image.At the same time,it clarifies the research methods,research questions,theories,research innovations and research paths.The second part is the main part including chapter 2,chapter 3 and chapter 4.Based on the method of narrative analysis,this part analyzes the structure of the presentation,the text of the presentation(including the documentary and statement)and China’s national image constructed in the presentation by itself and the Other by means of qualitative analysis software NVivo11 to present the comprehensive national image of China.The third part is the conclusion including chapter 5 and chapter 6.According to the existing research,this part elaborates the construction suggestions of China’s national image in sports foreign affairs,including participating in the competition actively to enhance the international discourse of sports,using sports celebrities to disseminate the national temperament through various channels,enhancing media strength to promote dissemination of the international of Chinese ideas and positioning the target audience to show China’s charm by stories.更多还原