体育竞赛类短视频的传播与国家形象建构研究——基于CGTN冬奥会短视频的多模态话语分析  

A Multi-Modal Discourse Analysis and the National Image Construction of Short Videos on 2022 Winter Olympics of CGTN

作　　者：曹晚红[1] 邹蕴 叶朝阳 Cao Wanhong;Zou Yun;Ye Zhaoyang

机构地区：[1]中国传媒大学电视学院 [2]人民日报社新媒体中心

出　　处：《中国新闻传播研究》2024年第4期74-97,共24页China Journalism and Communication Journal

基　　金：国家社科基金重大项目“建强新时代国际传播专门人才队伍研究”(项目编号:22&ZD315)的阶段性成果

摘　　要：随着我国国际影响力的日益提高,塑造可信、可爱、可敬的中国形象成为国际传播工作的重要任务,而2022北京冬奥会是彰显我国国际传播能力、塑造国家形象的重要契机。本文聚焦CGTN冬奥会短视频,在系统功能语法和视觉语法理论框架的指导下,对短视频呈现的国家形象进行分析,探究各个模态的功能特征及形象建构路径,为体育赛事国际传播报道和国家形象塑造提出改进建议。研究发现:CGTN冬奥会短视频通过概念、人际和语篇功能实现语言模态层面的意义建构。视觉模态方面,短视频呈现冬奥现场、凸显人物形象,展现了国民精神面貌及我国发展成就。在听觉模态上,短视频通过保留不同身份人物的同期声来增进真实感,运用配乐和音效助推叙事发展、完成气氛烘托。As China’s global influence grows,constructing a credible,lovable and respectable national image has become a crucial task in international communication.The Beijing 2022Winter Olympics is an important opportunity to showcase China’s international communication capabilities and construct the national image.Therefore,this study focuses on the short videos issued by CGTN on Beijing 2022 Winter Olympic Games.Under the guidance of the theoretical frameworks of systemic functional grammar and visual grammar,it analyzes the national image presented in the short videos,aiming at exploring the functional characteristics of each modal and the paths of the national image construction,attempting to provide suggestions for international reports of sports events and construction of national image.The study indicates that the CGTN short videos on Winter Olympic Games achieve meaning construction at the level of language modality by conceptual,interpersonal and discourse functions.In terms of visual modality,the short videos present the scene of the Winter Olympics,highlights people and shows the spirit of people and China’s achievements.In terms of auditory modality,the short videos enhance the sense of authenticity by retaining the simultaneous voices of individuals,develop the narrative and set the mood by using music and sound.

关 键 词：国家形象 短视频 冬奥会 多模态话语分析 

分 类 号：G222[文化科学] G811.212[政治法律—政治学] D820[政治法律—外交学]