北京奥运电视报道中的中华民族传统文化传播研究

【作者】 史谦；

【导师】 吕乐平；

【作者基本信息】 中央民族大学 ， 新闻学， 2010， 硕士

【摘要】 奥林匹克运动会是一场体育盛会,奥运体育文化的传播是基于奥林匹克体育运动的一种跨文化传播。近几十年来,体育界以外的人群、行业,也纷纷参与到奥运体育文化传播的大军中来,借助奥运契机频繁进行着非体育文化的传播。北京2008年奥运会,展现出中华民族传统文化和奥运文化相互交流、融合的景象。不管是火炬传递、开/闭幕式,还是竞技比赛的场内场外,都留下了鲜明的中华民族传统文化的烙印。在这一次盛会中,中华民族优秀的文化传统得到了完美诠释,有效传播。纵观奥运,其最大的吸引力在于激烈的体育竞争,而通过电视报道可令受众能够见识比赛的真实场景,让受众享受酣畅淋漓的视听感觉,是其它媒体报道所不具备的。所以,可以看出,现代奥运文化在不同领域的传播,以电视为主要载体之一,北京2008年奥运会中电视媒体也是对中华民族传统文化进行传播的主流形式。所以,在2008年北京奥运会举办前后,中外电视媒体所进行的中华民族传统文化传播便具备了较高研究价值。有鉴于此,笔者首先概述中华民族传统文化在北京2008年奥运中的传播情况。对中华民族传统文化内涵和四个特征进行表述,以期分析中华民族传统文化与奥林匹克文化的辩证统一；通过分析国内外参与2008年北京奥运会的主流电视媒体,得出单一型和综合型两种文化传播的节目形态。其次,笔者对奥运电视报道中的中华民族文化传播策略进行梳理,发掘其传播的主要线路：本次传播过程重视中华民族传统文化与奥林匹克文化互动传播,并以大国形象为主题,大量运用创意以带动文化的传导,通过常态节目与大型活动相配合,将集中展示与随机展示相结合。然后对本次奥运电视报道中的中华民族文化传播做出了肯定,即增强中国人民的自信心和凝聚力,为大型赛事电视报道提供文化传播的经验,改善了中国的国际形象,加强了中华民族传统文化传播的自觉性。最后,笔者认为,2008年北京奥运会中,电视报道对中华民族文化传播做出的贡献是值得肯定的,但仍需从主办国文化与奥运文化的平衡报道、公共信号的借力、跨媒体传播、跨文化公关四个方面着手加强文化的传播。2008年北京奥运会不只是世界体育的豪门盛宴,还是向全球受众进行中华民族传统文化自我展示的璀璨舞台。2008奥运电视报道呈现着不同于以往奥运会的更为鲜明的民族文化特征.实现着奥运传播效果的最大化,也成为今后大型活动媒介传播的示范。更多还原

【Abstract】 Olympic Games used to be a sports event. Olympic sports and culture is based on the spread of the Olympic sports a cross-cultural communication. In recent decades, the crowd outside the sports sector, the industry, they have participated in Olympic cultural transmission force in years, with frequent opportunities for the non-Olympic sports and cultural transmission. Beijing 2008 Olympic Games, to show the traditional Chinese culture and the Olympic cultural exchange and integration landscape. Whether the torch relay, opening/closing ceremonies, or sports events, are deeply left a distinct imprint of Chinese traditional culture. At this Olympic Games, the Chinese nation’s fine cultural traditions has been a perfect interpretation, and effective dissemination.Throughout the Olympic Games, its biggest attraction is fierce sports competition, which will make the audience through the television coverage of the game to witness the real scene, so that the audience enjoy the Earned dripping audio-visual impression that the other media reports are not available. Therefore, we can see, the modern Olympics the spread of culture in different areas, by the television as the main carrier. Beijing 2008 Olympic Games in the television media has become the traditional Chinese culture to the mainstream form of communication. So, for the 2008 Beijing Olympic Games conducted by Chinese and foreign TV media in dissemination of traditional Chinese culture would have a high research value.So, the author first outlines the traditional Chinese culture in the Beijing 2008 Olympic Games in the spread of Pairs of Chinese traditional culture and the characteristics of four statements, and analysis of Chinese traditional culture and the dialectical unity of the Olympic culture; by analyzing the domestic and foreign participation in the Beijing 2008 Olympic Games in mainstream TV media, draw a single and integrated two kinds of cultural transmission of programming patterns. Secondly, the author of the Olympic television coverage in the Chinese culture to sort out communication strategies, exploring the dissemination of the main lines:The spread of the emphasis on traditional Chinese culture and Olympic Culture interactive communication, and the image of the big country theme, make extensive use of creativity in order to spur cultural transmission, through their regular programming compatible with the large-scale activities to focus on displaying and random display combined. And then the Olympic television coverage of this in the spread of Chinese culture and make sure that the Chinese people to enhance self-confidence and cohesion, and for large events to provide television coverage of the experience of cultural transmission and improve China’s international image, strengthen the traditional Chinese the consciousness of cultural transmission.2008 Beijing Olympic Games, television coverage of the spread of Chinese culture’s contribution should be affirmed, but still from the host country culture and the Olympic Spirit and balanced reporting, leveraging of public signals, cross-media communication, cross-cultural PR 4 aspect of taking steps to enhance the dissemination of culture.2008 Beijing Olympic Games is not just the wealthy world sports feast, or to the global audience to the Chinese traditional culture of self-dazzling stage show.2008 Olympic television coverage is different from previous Olympic Games present a more distinctive features of national culture. To achieve the maximum effect of the spread of the Olympic Games has also become a large-scale events in the future vector-borne demonstration.更多还原