国家形象视域下竞技体育的功能与价值  

Studying of Function and Value of Competitive Sports Under the National Image Horizon

作　　者：钱宗梅[1] 丁花阳[1] 

机构地区：[1]南通大学体育科学学院,江苏南通226019

出　　处：《现代交际》2017年第14期10-12,共3页Modern Communication

基　　金：江苏高校哲学社会科学研究基金资助项目"国家形象传播视域下竞技体育的功能与价值研究"(2015SJB636)研究成果;江苏省高校优秀中青年教师境外研修计划资助

摘　　要：竞技体育赛事作为全球媒介事件,其特有的丰富功能、多元价值与传播性对塑造和提升国家形象至关重要。在实践中要注意新媒体的拓展与利用,突破信息茧房并做好口碑传播,塑造运动员与体育官员的良好形象,定位好国家形象聚焦点与文化符号,整合传播并多维塑造,注意建立修复机制。Competitive sports events as a global media event which has rich function, multiple value and unique transmissi- bility,and all of them can shape and promote national image. In practice,we should pay attention to the development and utiliza-tion of the new media. And we should breakthrough the inlor^ na- tion cocoon room and make good use of the good word - of - mouth. Shaping the image of athletes and sports officials is also an important thing. At the same time, we should have the posi-tion point of national image and cultural symbols. The author proposes that the building of national image should be multi-fac-eted and include an integrated communication plan. At last, we still need to pay attention to the establishment of the repair mechanism.

关 键 词：国家形象 竞技体育 功能 价值 

分 类 号：G812.78[文化科学—体育学]