奥运会的女性媒介形象塑造——以中央广播电视总台北京冬奥会报道为例  

Female Media Image Shaping of the Olympic Games:A Study on the Broadcast Report of the Beijing Winter Olympics by China Media Group

作　　者：张腾之 ZHANG Tengzhi

机构地区：[1]中国传媒大学传播研究院,100789 [2]中央广播电视总台,100789

出　　处：《中华女子学院学报》2022年第3期95-101,共7页Journal of China Women＇s University

摘　　要：作为体育报道舞台上的重要构成部分,女性媒介形象塑造备受社会各界的关注。梳理现代奥运会中女性力量的结构性变化,发现主要体现在两个方面,一是女性身体参与推动奥运会的性别平等,二是女性社会性参与提升奥运会的女性地位。以中央广播电视总台北京冬奥会报道为例,探析媒体如何以平等视角塑造独立、专业、有内涵的女性媒介形象,提出媒体实践创新的四个方面的思考,即以公平、全面报道为原则,以性别平等传播为突破,落实正向管理要求与提升专业素养,抓住大型国际活动契机以加强国际传播。As an important part of the sports stage, women’s media image has attracted the attention of all walks of life.This article sorts out the structural changes of women’s power in the modern Olympic Games, which are mainly manifested in the physical participation of women to promote gender equality and the social participation to enhance the status of women in the Olympic Games. Taking the report of the Beijing Winter Olympics broadcasted by the China Media Group as an example, this study explores from an equal perspective how the more independent,professional and meaningful media image of women can be created. The medium puts forward four aspects of media practice innovation thinking. Namely it is based on principle of fairness and full coverage, for the breakthrough with gender equality in communication, in order to meet the positive management requirements, to improve professionalism,and to strengthen international communication by seizing the opportunity of large-scale international events.

关 键 词：女性媒介形象 社会化 性别平等 性别观 女性体育 

分 类 号：C913.68[经济管理]