移动互联网时代大型体育赛事传播中国家认同的视觉建构与修辞——以央视频转播2020东京奥运会为例  

Visual Construction and Rhetoric of National Identity in the Communication of Major Sports Events in the Mobile Internet Era——Taking CCTV Video Broadcasting the 2020 Tokyo Olympic Games as an Example

作　　者：俞鹏飞 尹雷[1] YU Peng-fei;YIN Lei(College of Physical Education,Anhui Normal University,Wuhu 241003,China)

机构地区：[1]安徽师范大学体育学院,安徽芜湖241003

出　　处：《安徽师范大学学报（自然科学版）》2024年第3期287-293,共7页Journal of Anhui Normal University(Natural Science)

基　　金：安徽省高校人文社会科学研究重点项目(SK2021A0093).

摘　　要：大型体育赛事的移动互联网视觉传播是塑造国家形象,建构国家认同的重要方式。因此,本研究以央视频2020年东京奥运会视觉文本为研究内容,基于符号学与视觉修辞学理论视角,试图分析移动互联网媒介如何利用视觉文本建构国家认同。研究发现,大型体育赛事传播中国家认同建构的视觉机制是:视觉媒介低语境,跨越语言障碍;植入国家意象,强化政治认同;凸出个体叙事,增强情感认同。国家认同的建构方式主要是凸出夺金事实的政治认同、彰显英雄人物的民族认同、建立集体记忆的文化归属以及强调日常生活叙事的情感认同。认同的视觉修辞方式主要是建构认同的视觉符号,激发民族认同,塑造体育视觉话语,诱发情感认同。基于此,提出国家认同建构的视觉创新路径为强化日常视觉修辞话语和变换多样修辞格。Mobile Internet communication of major sporting events is an important way to shape national image and construct national identity.Therefore,this study takes the visual texts of the 2020 Tokyo Olympics broadcast by CCTV video as research content,and tries to analyze how the mobile Internet medium uses visual texts for the visual construction of national identity based on theoretical perspectives of semiotics and visual rhetoric.The study finds that the visual mechanisms of national identity construction in the communication of large-scale sports events are visual media low context,crossing language barriers;implanting national imagery to strengthen politi-cal identity;and highlighting individual narratives to enhance emotional identity.The ways of constructing nation-al identity are mainly political identity by highlighting the fact of winning gold,national identity by highlighting heroic figures,cultural belonging by establishing collective memory,and emotional identity by emphasizing daily life narratives.The visual rhetoric of identity mainly involves constructing visual symbols of identity to stimulate national identity and shaping sports visual discourse to induce emtional identity.Based on this,the visual innova-tion path of national identity construction is proposed as strengthening daily visual rhetorical discourse and chang-ing diverse rhetorical patterns.

关 键 词：移动互联网 大型体育赛事 国家认同 视觉修辞 

分 类 号：G80-056[文化科学—运动人体科学]