伦敦奥运会会徽的符号传播研究  

Semiotic Communication Research on the Logo of 2012 London Olympic Games

作　　者：魏伟[1,2] 

机构地区：[1]成都体育学院新闻系,四川成都610041 [2]佛罗里达州立大学传播学院,美国佛罗里达塔拉哈西32306

出　　处：《北京体育大学学报》2013年第10期27-32,共6页Journal of Beijing Sport University

基　　金：国家社会科学基金项目"近现代西方思想家的体育观"(11XTY004);(13TD0011);国家留学基金资助

摘　　要：2012伦敦奥运会会徽可能是历届奥运会会徽中引起最大争议的一个。作为一个图像符号,它的抽象设计直接导向了意义的多元化,成为一个"开放的文本"。研究尝试运用符号学研究中常用的试推法,对伦敦奥运会会徽的设计理念提出了多种假说,并对假说进行了论证。此外,研究还结合实际传播效果,尝试对伦敦奥运会会徽的设计展开伴随文本和分岔衍义的符号学解读。结论提出伦敦奥运会会徽设计在传统和现代中找到了平衡,具有典型的符号风格。图像符号的多义性和模糊性可能恰好是这届奥运会会徽能够得到更理想传播效果的重要原因。The logo of 2012 London Olympiad is perhaps one of the most controversial one in the Olympic history. As an iconic sign, its abstract design directly headed to diversity of the meaning, hence became an＂ open text＂. The research uses methodology of abduction, usually utilized in semiotic research, poses several hypotheses, and made proofs against hypotheses. Besides, the research combines with actual communicational affects, attempts to make semiotic reading on para-text, archi-text, pre-text, meta-text, link-text and ensuing text of the logo of 2012 London Olympic Games. The research includes that the logo of 2012 London Olympic Games made a balance be- tween the traditions and modernism, possessed a typical iconic style. The polysemy and vagueness of the logo per- haps fit the mass, was the dominant factor of achieving better communicational effects.

关 键 词：符号传播 2012伦敦奥运会 会徽 图像符号 试推法 

分 类 号：G811.211[文化科学—体育学]