北京奥运会报道与中国国家形象塑造的实证分析  

An Empirical Analysis of the Reports of the Beijing Olympic Games and Building of China’s National Image

作　　者：万晓红[1] 

机构地区：[1]武汉体育学院,湖北武汉430079

出　　处：《首都体育学院学报》2009年第6期694-697,共4页Journal of Capital University of Physical Education and Sports

基　　金：2008年国家体育总局社科基金项目"奥运会报道与中国国家形象塑造的研究"(1274SS08092)

摘　　要：4年一届的奥林匹克盛会是全世界人民共同的节日,因此,奥运会报道不仅是重大体育赛事的传播,同时也是塑造和传播国家形象的重要平台。北京奥运会,中国媒体第一次以东道主身份参加奥运会报道,就赢得了国内外的广泛赞誉。为了全面了解北京奥运会报道对于塑造中国国家形象的传播效果,我们以传播学理论为指导,从受众媒介期待、媒介接触、媒介使用与满足等方面,精心设计了调查问卷,采用分层、整群、简单随机抽样相结合的方法,从武汉8+1城市圈的9个城市中,随机抽取了1000人进行了调查访问。通过对调查结果进行数理统计分析发现:北京奥运会,我国媒体通过有效的议程设置,传播了博大精深的中国文化,让全球公众了解到了中国人民的开放、包容以及对和平的热爱,展示了大国风范,在一定程度上塑造了一个"和平崛起"的大国形象,收到了传播中国国家形象的预设效果。The Olympic event,which is held once every four years,is a world festival.Therefore the Olympic coverage is not only a spread of major sporting events,but also an important platform to shape and disseminate the national image.Beijing Olympic Games is the first chance for Chinese media to report the Olympic events as a host country and has won wide acclaim at home and abroad.To fully understand the disseminating impact on shaping China s national image by coverage of the Beijing Olympic Games,the author has designed questionnaires under the guidance of the communication theory from aspects of media expectation by audience, media contacts and the use and satisfaction of media. By means of stratification, cluster and simple random sampling, 1,000 people from the nine cities around Wuhan circle were randomly selected for interviews. Through a statistical analysis of the results, it is noted that Beijing Olympics, through effective agenda- setting, have spread extensive and profound Chinese culture,so that the global public has a chance to comprehend the Chinese people＇s openness, tolerance and love of peace;that Beijing Olympics have demonstrated the style of a great nation, and to a certain extent, shaped a national image of a ＂peaceful rise＂ of a big country,and realized the expected effect of disseminating a national image of China.

关 键 词：北京奥运会报道 国家形象 传播效果 

分 类 号：G80-05[文化科学—运动人体科学]