全球化变奏中的“和合”之道——两届北京奥运会开幕式的“言-象-意-道”分析  

"Peace and Harmony"in National Narrative in the Context of Globalization Variation:Analysis of the Discourse-Image-Meaning-Tao in the Opening Ceremony of 2008 Summer Olympics and 2022 Winter Olympics

作　　者：汪蓓[1] 万晓红[1] WANG Bei;WAN Xiaohong(School of Journalism and Communication,Wuhan Sports University,Wuhan 430079,Hubei,China)

机构地区：[1]武汉体育学院新闻传播学院,湖北武汉430079

出　　处：《上海体育学院学报》2023年第3期26-36,58,共12页Journal of Shanghai University of Sport

基　　金：教育部人文社会科学研究青年基金项目(20YJC890026)。

摘　　要：采用“言-象-意-道”的符号学方法,比较分析全球化变奏时代语境下两届北京奥运会开幕式的叙事模式及其叙事逻辑,发现:两届北京奥运会开幕式在符号选择、视觉修辞、呈现国家形象、传达主题意旨等方面,既有差异又有接续。2008年奥运会开幕式以民族文化展演为特征,建构了复兴的文明古国形象,意在融入国际社会,宣示重回强国之林。2022年冬奥会开幕式则更进一步,突出共识性对话风格,塑造了自信的现代大国形象,旨在融合各国构建人类命运共同体。在思想底色和价值内核上,两届北京奥运会开幕式都坚守了“和合”之道。两届北京奥运会开幕式“言、象、意”的差异和接续反映了中国奥运传播应对全球化主题变奏的语态创新,一以贯之的“和合”之道则是对中国“和合”外交定位的战略配称。表明:“和合”之道作为元叙事在国际交往中具有极大的竞争潜力,两届北京奥运会开幕式的成功经验揭示了讲好中国故事的可能进路,也说明了“和合”之道之于体育公共外交的重要性。Through the semiotic analysis of discourse-image-meaning-Tao,the narration modes of the opening ceremony of the two Olympic Games,2008 Beijing Summer Olympics and 2022 Beijing Winter Olympics are compared,trying to find the hidden narrative logic in the context of globalization variations.It is found that the opening ceremony of the two Olympics showed differences and succession in the aspects of symbols,visual rhetoric,national image and theme representations.The 2008 Summer Olympics,by using national cultural performances,constructed the image of an revitalized ancient civilization trying to integrate into the international community and a return to the center of the world;while the 2022 Winter Olympics adopted the way of collaborative conversation with the world,which shaped the image of a confident and responsible major country,aiming to unite countries around the world and build a human community with a shared future.Although there were differences in discourse,images and meanings,the core values of the two opening ceremonies were essentially the same,both of which were the concept of peace and harmony.The changes of"discourse,images and meanings"in the opening ceremony of the two Olympic Games were the voice innovation for the changes of China’s international communication in response to the theme change of globalization,and its constant thought of"peace and harmony"remained consistent with China’s foreign policy as well.The research suggests that the harmony narrative of"peace and harmony"has great competitive potential in international communication as its narrative logic and successful experience on the opening ceremonies of the two Beijing Olympic Games has revealed a possible approach to tell a good story about China,and also showed the importance of the"peace and harmony"thought to sports public diplomacy.

关 键 词：北京奥运会 开幕式 国家叙事 “和合”之道 “言-象-意-道” 体育公共外交 

分 类 号：G80-05[文化科学—运动人体科学]