北京冬奥会国际舆论引导与媒体应对策略  

International Public Opinion Guidance and Media Countermeasures for Beijing Olympic Winter Games

作　　者：杜恒 张晓义[2] DU Heng;ZHANG Xiao-yi(School of Management,Beijing Sport University,Beijing 100084,China;School of Humanities,Beijing Sport University,Beijing 100084,China)

机构地区：[1]北京体育大学管理学院,北京100084 [2]北京体育大学人文学院,北京100084

出　　处：《北京体育大学学报》2021年第1期52-61,共10页Journal of Beijing Sport University

基　　金：2020年国家哲学社会科学基金项目“新时代我国体育国际话语权提升策略研究”(项目编号:20BTY039);中央高校基本科研业务费专项资金资助“新时代我国体育国际话语权提升策略研究”(项目编号:校2020071)。

摘　　要：运用文献资料法,以北京冬奥会国际舆论引导与媒体应对为研究对象,揭示新冠疫情背景下北京冬奥会国际舆论引导与媒体应对研究的重要性和紧迫性,在系统总结北京2008年夏奥会舆论引导经验的基础之上,提出北京冬奥会国际舆论引导与媒体应对策略,目的在于为北京冬奥会的筹备提供良好的国际舆论环境。研究认为:2022北京冬奥会舆论引导与媒体应对策略要从确立舆论引导理念与目标、创新政府与媒体新型模式、革新政府国际舆论引导方式、更新媒体国际舆论引导手段4个方面入手。其中确立舆论引导理念与目标为举办一届"精彩、非凡、卓越"的冬奥会,打造体育狂欢盛会;创新政府与媒体新型模式要构建政府与媒体间的民主协商模式;革新政府国际舆论引导方式要确立各级政府新闻发布制度,主动公开信息、做好突发事件舆论危机管理,建立应对机制、推动体育传统外交范式转换,以舆论赢国缘;更新媒体国际舆论引导手段要求舆论引导主体多元化、内容层次化、媒介算法化。This study takes the international public opinion guidance and media countermeasures for the Beijing Olympic Winter Games as the research object by using the method of documentation,reveals the importance and urgency of the research under the influence of the COVID-19 pandemic.On the basis of systematically summarizing the experience in guiding public opinion for the 2008 Beijing Olympic Games,this study proposes strategies for guiding international public opinion and media response for the Beijing Winter Olympics,with the aim of providing a favorable environment of international public opinion for the preparation of the Beijing Winter Olympics.The study concludes that the public opinion guidance and media countermeasures of Beijing Olympic Winter Games should be based on four aspects:establishing the concept and goal of public opinion guidance;innovating a new model of government and media;innovating the way of government public opinion guidance;and updating the means of media countermeasures.The concept and goal of public opinion guidance is to hold a"wonderful,extraordinary and outstanding"Olympic Winter Games and create a sports carnival,innovating a new model of government and media requires constructing a democratic consultation model between government and media,innovating government public opinion guidance methods requires establishing a press release system at all levels of government,actively disclosing information,managing public opinion and crisis of unexpected events,establishing a response mechanism,and promoting the paradigm shift of traditional sports diplomacy and winning the national edge with public opinion,and updating the means of international public opinion guidance in media requires diversification of public opinion guidance subjects,hierarchy of contents and algorithmization of media.

关 键 词：新冠疫情 北京冬奥会 国际舆论引导 媒体应对 技术革命 社交媒体 

分 类 号：G811.212[文化科学—体育学]