【作者】 孙玉胜；

【导师】 谢地；

【作者基本信息】 吉林大学 ， 政治经济学， 2008， 博士

【摘要】 北京奥运会的成功举办,加快了中国向世界舞台中心迈进的速度。如何使我国崛起进程中外部阻力降到最低?北京奥运会的成功举办,同时促发我们去探询这样一个问题:是什么样的力量,使古老的奥林匹克文化能在全球范围内产生如此巨大的影响力?奥林匹克文化传播最大化的经验对我国提升软实力的借鉴何在?本文通过对奥林匹克文化发展历史的经济学梳理,呈现了奥林匹克文化发展的经济脉络,揭示出了不同资金补给模式所能够支撑的奥林匹克文化传播状态及奥林匹克文化传播过程中成本-收益的变化。当私人捐赠和政府支持无法满足奥林匹克文化传播需求时,通过市场化的运作挖掘并实现奥林匹克文化本身的商业价值就成为必然。但是,在市场化运作的过程中,用以获得巨大资金来源的资源恰恰是不能够被市场化侵蚀的奥林匹克文化精神。因此,适度的市场化运作是保障奥林匹克文化传播效益最大化的关键。本文提出,奥林匹克文化传播成功经验在于其传播的价值体系具有普适性,并找到了奥运会这样一个开放的平台和载体,而且在国际奥委会的支持下选择了适度市场化的道路,实现了奥林匹克文化传播效益最大化。对于中国提升软实力的借鉴则在于:政府与市场协调配合;加快培育国内文化产业基础来实现在运行机制和传播载体上与国际的对接,通过满足国际市场需求来达到中华文化国际化传播的最佳效果,从而提升中国的软实力。更多还原

【Abstract】 There lasted 7 years of preparations after giving China the Olympic Games. The 17 days of brilliant bloom stroke the Olympic spirits in the hearts of the Chinese people to a extent never seen before and attracted wide spread interest from the world. Ancient China is speeding toward the center of the world stage. During such emergence, the way to build an internationalized Chinese culture cored by soft power and the way to let more and more people recognize and accept it will be the main solution aiming at advancement of comprehensive national strength and optimization of international environment for growth. Analysis and ideas from the successful experiences of the communication of Olympic culturehave constituted the origin of research in this paper."Cultural Communication of Olympic" is a process bearing Olympic Games as an important carrier and a main form of expression. It means that Olympic culture has been recognized and accepted by more and more people in the countries around the world and has an impact on them. Through analysis, we got the following results.First, seek the laws of evolution patterns of communication and operation of Olympic cultureBe Olympic Games ancient or modern, the history of cultural communications applies. Taking a wide view of such history, there exist a corresponding relationship between cultural communication and economic development of Olympics. The communication of Olympic culture has experienced three stages successively including regionalization, internationalization, and globalization after rise of ancient Olympic Games, revival of modern Olympic Games, and the Olympic Games in 1984. Accordingly, there are three functional modes supporting such changes in the three stages of constantly evolutive Olympic Games. They are individual donations, government support, and market -oriented operation. Although the effects of cultural communication of Olympics related closely to scope and field of communication at every stage, the latter is limited by funds provided by the mode of operations of the Olympic Games to a greater extent."Cost-income" will be the elementary theory applied into analyzing the evolution modes of these three stages. Since the communication of Olympic culturewill be costly, then how to solve it? Even though personal donation is the main sources of funding for ancient Olympic Games and governmental funding is a major source of the modern Olympic Games, both are proved to be not the most efficient. This is because that, on one hand, size of the funds will affect and restrict effects of communication, while on the other hand, Olympic Committee will loss independences as it relays on both aspects. Thus, power of the communication of Olympic cultureis reduced as Olympic Games are affected by personal interests or the interests of political groups to a certain extent.How to maximize the efficiency of communication of Olympic culture, which has turned into an issue of how to allows financial independence of the International Olympic Committee for its ability to provide a stable source of funding for development of Olympic Games. As a result, the market-oriented mode of operations has emerged as the only solution to this issue since it can obtain adequate financial strength through the operations of the International Olympic Committee’s own assets. Second, reveal the optimal way of maximizing communication of Olympic cultureAfter experiencing private donations, governmental subsidies, and market-oriented operations, the International Olympic Committee found a new way of self-sustained and self-flourishing. However, for this, it will be the biggest challenge to find an appropriate "degree" between market-oriented operations and maintaining essence of nonmarket culture during operations. As a result, "Moderately Market-oriented" has become the optimal way for the continued prosperous of Olympic Games and maximal efficiency of cultural communication of Olympics.(a)Multiplier effect under market-oriented operations Attention and brand resources are core resources that market-oriented Olympic Games should rely on. The exchange of attention resource directly bring the huge gains for the International Olympic Committee through entrance tickets and telecasts; while operations of brand resources will help Olympic Committee get financial supports from Olympic sponsors. Accompanied by stable source of funds brought, the business practices of broadcasters and TOP enterprises will also produce a multiplier effect for enhancing communications of Olympic culture. Although telecast may complete the mission of public communication naturally, the TOP enterprises using the Olympic logo may also play a very active role in promoting cultural influences of Olympic and realizing an additive effect of both use value and value via their vast sales network and market coverage.(b) Cultural erosions under market-oriented operations of OlympicsFor communications of Olympic Games, market-oriented principle is also a double-edged sword. True, market-oriented operations have brought huge funds for the development of the Olympic Games. But, its drawbacks also appear, such as, threat of doping, excessive interest demands of the sponsors and broadcasters hurting Olympic Games. This also makes a voice of anti-market-oriented rising.(c) "Appropriate market-oriented" - maintain dynamic balance between the quality of the Olympic culture and assurance of its survival and developmentThere seemingly exists a contradictory phenomenon during the process of communication of Olympic culture: Olympic should rely on market-oriented operations for its cultural communication; while non-market-oriented Olympic spirit should be the premise of market-oriented Olympic culture. It is just the non-market nature of the Olympic brand lays a foundation of successful operations of the Olympics and provides a sustained financial support for communication of Olympic Games. The key to explain such paradox is to find the "degree" that the International Olympic Committee should follow. It is a“degree”of communication of Olympic culture during market-oriented operations by allowing business operations at a certain extent to maintain a sustainable development while maintaining cultural values and ethical standards of Olympics. So it is necessary to find a dynamic balance therein. The condition to achieve such balance is that communication of the Olympic sprits should commercially maximize when commercial benefits of Olympic culture equal to subsequent damages. This means that market-oriented operations will approach optimum when marginal income of communication of Olympic sprits equal to its edge losses.Third, References to improve China’s soft powerChina’s economy has experienced sustained and rapid development during the past 30 years, and its economic aggregate has been ranking fourth in the world. China has become a force of rapid rise in the international community. Comparing with economic status, it is the country’s comprehensive strength that should simultaneously be improved. One of important contents for enhancing comprehensive national strength is that the national culture should be recognized in the world with a broad impact. In accordance with Joseph Nye, the professor from Harvard University, a country’s soft power mainly comes from three aspects including cultural value, political value and foreign policy under his "soft power" theory. However, from practices of international relations, influence of Chinese culture does not equal to that of China’s economics. So breakthrough of building China’s soft power at the present stage should lay on the constructions of Chinese culture. In other words, the core and main way of building China’s soft power is how to promote Chinese culture, and realize modernization and internationalization of traditional culture. Although with a good traditional culture and the favorable ideas of culture, we still have to know how to find a widely acceptable carrier and mode of communication for these cultural heritages and expression in order to produce broader impacts around the world. By studying the successful experiences of cultural communication of Olympics, we have the following revelations.(a) Choose a universal valueAncient Olympic Games begins with and ends in religions. The reason why modern Olympic culture can be recognized around the world with a broad impact is because spirits and values it promotes go beyond religions, politics and race and emphasizes universality of human being. As diversity and openness is the most important feature of Olympic ideology, so it is necessary to build a system that is open and respecting multivariate demands if Chinese culture is supposed to produce a broad impact in the international community like Olympic Culture. In fact, Chinese traditional culture has always been an open and inclusive system. There are three major traditions, including "Confucianism-managing state affairs", "Buddhism-ruling heart, and“Tao"-governing body". Their heritage and development have laid a foundation for us to present a wealthy value system to the world. No matter“Taking something up”for Confucianism or "Putting it down" for Taoism, reflects a fruit that combining diversified Chinese cultures. It provides modernist wisdom for living in harmony in terms of "person to person", "person to nature", and "persons and themselves". (b) Find the right carrierThe most important carrier of cultural communication of Olympics is the Olympic Games holding once every four years. Almost all countries are accessible to the Olympic Games. There were about 204 countries that entered the 2008 Olympic Games. A wide range of competitive projects in the world are covered by Olympic Games to ensure the universality and participatory of Olympic Games. The revival of Modern Olympics has created many sports and rules after combining a number of new features of the developments of modern society. At the same time, it also retains solemn ceremony in the ancient Olympic Games featured by cultural and educational. This combination of tradition and innovation endows a unique charm to the Olympic Games. Today, Olympic Games have become a Carnival for people in the world. And Olympic sprits were also brought to a greater height of development utilizing such a powerful carrier.Just like Hollywood in the United States, TV series in South Korea, and cartoons in Japan, each country needs to rely on a carrier fitting its own temperament. So that it will be able to achieve international communication of cultures when trying to demonstrate itself to the international community. We should have wisdom to explore a suitable carrier for communication of our special culture in order to find our own runway in the arena of world cultures.(c) Stably insist on market-oriented polices, and establish a market mechanismThe biggest future differs cultural products from other products is that the establishment of its sale should be on a psychological base in order to simultaneously achieve Use Value and Value of cultural products. The recognition of use value is the only prerequisite for market value of cultural products. Although cultural product convincing the market may not be a good one, it is definitely not a good cultural product if one fails to convince the market as it can not realize the spread value due to such failure.Appropriate market-oriented operations are inevitable in view of historical development of Olympics and practices of improving China’s soft power.更多还原