人民网体育频道在对里约奥运会报道中的国家认同建构

王真真 王相飞 李进

摘      要：对人民网体育频道里约奥运会报道的文本、奥运专版分别进行框架分析与视觉修辞分析，探析其建构国家认同的方法和策略。研究发现，人民网体育频道里约奥运会报道有效推动了国家认同的建构，同时也存在不足，表现为：文化类报道在整个国家认同报道中的比例过少;通过港台运动员及其本土元素建构国家认同的意识不强;原创内容偏少，外媒报道利用率低;奥运专版中对视觉符号的关联意义挖掘不够。研究认为：未来我国网络主流媒体大型体育赛事报道应以人民网体育频道里约奥运会报道为鉴，重视文化类报道在国家认同报道中的作用，注重对港澳台地区国民身份感和归属感的建构，提高原创能力并合理利用外媒报道，进一步挖掘视觉符号与国家认同的关联意义，以此推动对国家认同的建构。

关  键  词：体育传媒;国家认同;人民网体育频道;媒介话语;里约奥运会

中图分类号：G80-05    文献标志码：A    文章编号：1006-7116（2019）02-0021-06

Abstract： By using Rio Olympic Games reports by the sports channel of the People Network as the research object， the authors carried out a framework analysis and a visual rhetoric analysis respectively on the text and special Olympic edition， probed into its national identity constructing methods and strategies， and revealed the following findings： Rio Olympic Games reports on the sports channel of the People Network effectively boosted national identity construction， yet there were the following deficiencies as well： the proportion of cultural reports in all the national identity reports was too small; the awareness to construct the national identity by means of athletes from Hong Kong and Taiwanese and their local elements was not strong; original contents were on the few side， the foreign media report utilization rate was low; in the special Olympic edition， the mining of the associative meanings of visual symbols was insufficient. The authors put forward the following opinion： in the future， when reporting major sports games， mainstream network media in China should refer to Rio Olympic Games reports on the sports channel of the People Network， value cultural reports role in national identity reports， focus on the building the sense of identity and belonging of nationals in the Hong Kong， Macao and Taiwan regions， improve creation ability and rationally utilize foreign media reports， further mine the associative meanings of visual symbols， thus boost national identity construction.

Key words： sports media;national identity;the sports channel of the People Network;media discourse;Rio Olympic Games

全球化背景下，不同國家和地区之间的交流推动了多元文明的互动与融合，同时也加剧了国家、地区间的冲突和碰撞。在全球性议题面前，一些国家或犹豫退缩，或事不关己、高高挂起，有的还出现孤立主义、反多边主义倾向[1]，给全球治理体系的改革带来不确定性。加之受西方国家的影响，国内外一些不稳定因素威胁着中华民族的团结和统一。在这种复杂的环境中，亟需建构中华民族统一的国家认同。……