成都大运会官方体育图标“十八墨宝”的文本建构与媒介传播  

Textual Construction and Media Communication of the Official Sports Icon"EighteenInk Treasures"of the Chengdu Universiade

作　　者：张鸶鸶 武涛 张文涛 ZHANG Sisi;WU Tao;ZHANG Wentao(College of Chinese&Asean Arts,Chengdu 610047,China)

机构地区：[1]成都大学中国-东盟艺术学院,成都610047

出　　处：《包装工程》2025年第4期314-324,共11页Packaging Engineering

摘　　要：目的探讨成都第31届世界大学生夏季运动会官方体育图标“十八墨宝”的符号传播特征和价值,以及其在电视媒介中的全球化影响。方法以符号传播为视角,对其特有的文本结构和以电视为媒介的传播价值进行研究。结果该系列图标将大熊猫作为核心文本,是集合国际顶流、国家象征和成都本土形象多重身份的经典阐释,而生态文本、水墨文本和武术文本作为简写式的副文本,与核心文本一同构建了运动图标的“全文本”形象。结论“十八墨宝”体育图标是一种成功的符号传播实践,作为重要的视觉符号,在大运会开闭幕式、竞赛现场的高频应用,通过以电视为主体的数字媒介进行全球化传播,有效链接了更广阔多元的受众群体,成为推进中国式现代化,构建世界文明和谐发展的重要文化遗产,并持续发挥着重要作用。The work aims to explore the symbolic dissemination characteristics and value of the official sports icon"Eighteen Ink Treasures"at the 31st Summer Universiade in Chengdu,as well as its global impact in television media.From the perspective of symbolic communication,its unique text structure and dissemination value through television as a medium were studied.As a result,this series of icons took the panda pattern as the core text,which was a classic inter-pretation of multiple identities including international top tier,national symbols,and local image of Chengdu.Ecological text,ink painting text,and martial arts text were used as abbreviated sub-texts,together with the core text,constructing the"full text"image of the sports icon.The sports icon"Eighteen Ink Treasures"is a successful symbol communication practice.As an important visual symbol,it is used frequently at the opening and closing ceremonies of the Universiade and at the competition scene.Through the digital media with television as the main body,it is spread globally,effectively linkingbroader and diverse audience,becoming an important cultural heritage to promote Chinese path to modernization and build a harmonious development of world civilization,and continues to play an important role.

关 键 词：大运会 体育图标 符号文本 媒介传播 传播价值 

分 类 号：TB472[一般工业技术—工业设计]