大型体育赛事东道主国家形象探究.docVIP

大型体育赛事东道主国家形象探究摘 要： 采用议程设置理论对2008年北京奥运前后国际电视传媒有关中国的报道进行内容分 析，旨在探索大型事件如何影响东道国国家形象。以国家形象可见性、效价、主题结构 、归因四个要素为框架，对美国、英国、德国、法国等九个国家的电视媒体报道中有关中国 的新闻进行定量内容分析。结论如下：1)大型事件之前，东道主国家形象的可见性将升高， 然 而，在大型事件之后，东道国在国际媒体中的可见性甚至低于往常；2)奥运会后一年有关中 国的新闻与会前一年相比，不明确的效价显著减少，正面和负面的效价比例均显著增加，20 08北京奥运对中国的贡献在于增进了世界媒体和公众对中国的理解，但奥运会后中国的国际 形象并没有显著改善；3)中国形象的主题结构和归因两个属性保持相对稳定，大型事件仅仅 能够激发国际媒体对东道国的兴趣，并使东道国国家形象清晰化。 关键词：奥运会；大型事件；国家形象；中国 中图分类号：G808?2 文献标识码：A 文章编 号：1007-3612(2011)11-0010-05 Study on the National Image of Host Country of Mega Events ――Case Study on Beijing Olympic Games ZENG Guo?jun?1，Frank GO?2，Christian KOLMER?3 (1?School of Tourism Management，Sun Yat?sen University，Guan gzhou 510275，Guangdong China； 2?Rotterdam School of Management，Erasm us University Rotterdam,Rotterdam，the Netherlands，3062PA; 3?Media Teno r International，Zurich，Switzerland，8640) Abstract: The impact of 2008 Olympic Games on Chinas image in international TV media is examined in this paper?The theory of agenda setting was utilized to analyze how the process of the foreign TV media in nine countries telecasts on Beijing 2008 affects the worldwide perceptions about China?Based on the framework of nation al image richness (visibility，valence，breadth and attribution)，the conclusion s are: Firstly，before the mega events，the visibility of host country in intern ational media will become higher than before，while after the mega events，the v isibility of the host country will become even lower than the average?Secondly ，the main contribution of 2008 Olympic Games for China is to enhance the unders tanding of China around the world，but it is difficult to say China has more pos itive international televised image around the world after the Olympics?The bre adth and attribution of China’ image keep relatively stable?Therefore，mega ev ents can not improve national image of host country directly?It can only intere st the international media to the host country and make the national image of ho st country mor