复调传播:全球化变局下中国体育国际传播话语体系创新路径探究  

Polyphonic Communication:Exploring the Innovative Path of China's International Sport Communication Discourse System in the Context of Global Changes

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：《北京体育大学学报》2024年第12期11-22,共12页Journal of Beijing Sport University

基　　金：教育部人文社会科学研究青年基金项目“体育赛事传播中的国家形象建构及其视觉修辞研究”(项目编号:20YJC890026)。

摘　　要：全球化变局下,中国体育国际传播尚存在体育国际话语权受限、体育国际传播话语体系发展滞后和既有的体育国际传播理论供给不足的问题,中国体育国际传播话语体系亟待创新。采用学说史和思辨分析的方法,引入巴赫金复调叙事理论的思想资源,立足中国体育国际传播的现实语境,探索全球化变局下中国体育国际传播话语体系的创新路径。基于“复调”理论视角,提出了中国体育国际化的“复调传播”模式,归纳了中国体育国际传播话语体系创新的3条路径:在话语态度上秉持平等理念,以主体平等和文化平等姿态进行体育文化交往实践;在话语向度上遵循对话原则,从此前的单向传播模式转为对话模式,实现内部充分交流、内外良性互动;在话语维度上采取多元表达,将单一话语转为多元话语,包括多元传播主体、多种传播声音以及多维传播方式,传达真实、立体、全面的中国体育,塑造可信、可爱、可敬的中国体育形象。复调传播适应当前国际传播生态,也契合中国“和合”外交理念,可成为中国体育国际传播话语体系创新的解困突围之道。In the context of global changes,China's international sport communication still faces the challenges of limited international discourse power in sports,lagging development of the international sport communication discourse system,and lack of international sport communication theories.Therefore,China's international sport communication discourse system urgently needs innovation.Adopting the methods of theoretical history and speculative analysis,this paper introduces Bakhtin's polyphonic narrative theory,bases itself on the realistic context of China's international sport communication,and explores innovative paths for China's international sport communication discourse system in the context of global changes.From the perspective of polyphonic narrative theory,this paper proposes a“polyphonic communication”model for the internationalization of Chinese sports and summarizes three paths for innovating China's international sport communication discourse system:adhering to the concept of equality in discourse attitudes and engaging in sports cultural exchanges with attitudes of discourse equality and cultural equality;following the principle of dialogue in discourse dimension,shifting from the previous one-way communication model to a dialogue model to achieve adequate internal communication and positive internal-external interactions;adopting diverse expressions in discourse dimensions,transforming a single discourse into multiple discourses,including multiple communication subjects,various voices of communication,and multidimensional communication methods,to present a true,multidimensional,panoramic,reliable,admirable,and respectable image of China's sports.Polyphonic communication aligns with the current international communication ecology and also resonates with China's diplomatic philosophy of“harmony”,serving as an innovative approach to China's international sport communication discourse system.

关 键 词：复调传播 复调叙事 体育国际传播话语体系 体育国际话语权 传播话语体系创新 中国体育形象 全球化 

分 类 号：G63[文化科学—教育学]