全球竞争修辞中的中国叙事:对冬奥影像的幻想主题分析  

Chinese Narratives in the Rhetoric of Global Competitiveness:a Fantasy Theme Analysis of the Winter Olympics Imagery

作　　者：吕宇翔[1] 方格格 LV Yuxiang;FANG Gege(School of Journalism and Communication,Tsinghua University,Beijing 100084,China;Faculty of Arts&Social Sciences,National University of Singapore,119077,Singapore)

机构地区：[1]清华大学新闻与传播学院,北京100084 [2]新加坡国立大学艺术与社会科学院,新加坡119077

出　　处：《北京体育大学学报》2022年第2期39-51,共13页Journal of Beijing Sport University

基　　金：国家社会科学基金艺术学重大项目“文化自信与‘国家形象’研究”(项目编号:18ZD21)。

摘　　要：2022年冬奥会的国际传播面临复杂的舆论环境,来自不同国家地区的竞争修辞为这场世界体育赛事提供了多元的报道框架与意识形态导向。在此背景下,回顾中国在冬奥会与冰雪文化推广中的最初寓意与基础叙事。以2018—2021年中央广播电视总台播出的纪录片《冰雪之巅》作为样本,依照视听要素—幻想主题—幻想类型—情态社会幻想与修辞视野的研究路径,由微观至宏观逐层分析话语背后的共同价值,总结出与“超越”精神相关的15类幻想主题:民族认同、肩负使命、榜样力量、获得荣誉、团队力量、追逐梦想、突破自我、克服困境、坚持不懈、战胜伤痛、直面挫折、文化交流、热爱生活、尊重自然、开拓创新,以及4种幻想类型:进取与超越、出走与回归、自洽与和解、荣誉与传承。15类幻想主题中,对“人”的关怀成为重点:追逐梦想、获得荣誉、突破自我、克服困境、坚持不懈、战胜伤痛、直面挫折以及热爱生活这9类幻想主题,都落在人的体验、追求与成长;幻想主题类型从肩负使命—团队力量—民族认同—文化交流4个层层递进的社群维度,阐释了地球村中身份认同的丰富性与共同体的流动性。通过幻想主题分析,提出2022年中国冬奥会的叙事话语策略体现出“去政治化”特征,通过回归体育本体与生命母题唤起全球不同文明更广泛的共鸣。The international communication of the Beijing 2022 Olympic Winter Games faces a complex public opinion environment,with competing rhetoric from different countries and regions placing diverse frames and ideological orientations on it. In this context,this paper reviews the initial implications and fundamental narratives of China’s promotion of the Olympic Winter Games and the culture of winter sports. The current study uses the documentary On Top of Snow and Ice broadcast by the China Central Television(CCTV)from 2018 to 2021 as a sample. Following the order of audio-visual language,fantasy themes,fantasy type,modal societal fantasy and rhetorical vision,we analyze the common ideal of the community behind the discourse from micro to macro scopes,and summarize fifteen fantasy themes related to the spirit of“transcendence”:national identity;mission fulfillment;role model;gaining honor;teamwork;chasing dreams;pushing oneself;overcoming difficulties;perseverance;overcoming pain;facing setbacks;cultural exchange;passion for life;respect for nature;innovation. We also summarize four fantasy types:progress and transcendence;departure and return;selfconsistency and reconciliation;honor and inheritance. Among the 15 fantasy themes,the concern for“people”has become the focus. Chasing dreams,gaining honors,pushing oneself,overcoming difficulties,perseverance,overcoming pain,facing setbacks,and passion for life--all these fantasy themes focus on human experience,pursuit and growth. The fantasy types explain the richness of identity and the fluidity of community in the global village from four progressive community dimensions:mission fulfillment;teamwork;national identity;cultural exchange. Through the fantasy theme analysis,this study concludes that China’s narrative strategies for the 2022 Olympic Winter Games are characterized by de-politicization to evoke a wider resonance among the civilizations around the world by returning to the essence of sports and the motif of life.

关 键 词：冬奥会 幻想主题分析 体育精神 符号 

分 类 号：G811.212[文化科学—体育学]