| 2022北京冬奥会背景下冰雪文化传播策略研究 |
| |
| 引用本文： | 张磊,谢军.2022北京冬奥会背景下冰雪文化传播策略研究[J].西安体育学院学报,2021(1):55-62. |
| |
| 作者姓名： | 张磊 谢军 |
| |
| 作者单位： | ;1.中国人民大学;2.首都体育学院 |
| |
| 基金项目： | 国家社会科学基金重大委托项目(19GZH045);国家重点研发计划“科技冬奥”重点专项(2020YFF0304800)。 |
| |
| 摘 要： | 我国发展冰雪文化有着对内和对外的双重意义,影响深远。2022年北京冬奥会日益临近,如何让更多的人了解冰雪文化、参与冰雪运动、助力北京冬奥是目前面临的问题。从冰雪文化发展的深度和广度来看,仍有一定的上升空间,亟需行之有效的传播策略。研究从"文化传播"的视角出发,将传播学相关理论与历届冬奥会文化传播实践相结合,为北京冬奥背景冰雪文化传播提供思路和启示,并在此基础上提出"历史新活力""赛事新品牌""教育新标杆""传播新举措""协同新方向"及"组织新形式"等多元文化传播策略。
|
| 关 键 词： | 北京冬奥会 冰雪文化 传播策略 |
Research on the Communication Strategy of Ice and Snow Culture under the Background of 2022 Beijing Winter Olympics |
| |
| ZHANG Lei,XIE Jun.Research on the Communication Strategy of Ice and Snow Culture under the Background of 2022 Beijing Winter Olympics[J].Journal of Xi'an Institute of Physical Education,2021(1):55-62. |
| |
| Authors: | ZHANG Lei XIE Jun |
| |
| Institution: | (Renmin University of China,Beijing 100872,China;Capital University of Physical Education and Sports,Beijing 100191,China) |
| |
| Abstract: | The development of ice and snow culture in China has both internal and external meanings with a huge impact.As 2022 Beijing Winter Olympics is approaching,what to do with letting more people know the ice-snow culture,participant in ice-snow sports and boost the Beijing Winter Olympics are urgent problems to be solved.However,there are still rooms for improvement for the depth and breadth of ice-snow culture development.So some effective strategies are needed.This research starts from the perspective of"cultural communication",uses the relevant theories of communication science to analyze,and draws on the practical experience of cultural communication in the previous Winter Olympics,in order to provide ideas for diffusing ice-snow cultural better under the background of the Beijing Winter Olympics.We put forwards multi communication strategies such as"New Vitality of History""New Brand Competition""New Education Benchmark""New Communication Measures""New Collaboration Direction"and"New Forms of Organization". |
| |
| Keywords: | Beijing Winter Olympics ice-snow culture communication strategy |
| 本文献已被 维普 等数据库收录！ |
|
