摘 "要:冬奧會是奧林匹克運動的重要組成部分,通過申辦冬奧會傳播體育文化,是體育服務人類文明發展的重要內容。向人民積極宣傳申辦冬奧會對于我國的重要政治、經濟、文化意義,提倡公眾以實際行動來支持申辦冬奧會,具有重要的文化建設意義。以文化為先導的申奧宣傳策略,內聚人心,外塑形象,往往能達到很好的宣傳效果。論述了從提升我國體育及冬季體育軟實力、推動冰雪運動大眾化、促進志愿者深入發揮作用等角度進行申奧宣傳,并整合宣傳方式,采用多元化、體驗式、階段性等宣傳手段,增強宣傳效應。用高品味的文化宣傳,探索文化的冬奧會宣傳策略,提升國民體育文化素質,塑造我國體育文化形象。
關鍵詞:申辦冬奧會;宣傳;策略
中圖分類號:G80-05 " " " " " "文獻標識碼:A " " " " " "文章編號:1002-3488 (2014) 02-0042-04
Publicity Strategy of Chinese Bidding for the Winter Olympics
ZHANG Wei1,TIAN Yu-mei2
(1.Physical Education Department of Harbin Institute of Technology,Harbin 150001,China;2.Heilongjiang Research Institute of Sports Science, Harbin 150008,China)
Abstract: Winter Olympics is an important part of Olympic Games,and bidding for the Winter Olympics can disseminate the sports culture as a service content for human civilization development. It's significant for the cultural construction to publicize the effect of bidding for the Winter Olympics on Chinese politics,economy and culture,to encourage the public to support it with concrete actions. With the public cohesion and the image-building,the culture-oriented strategy of bidding for the Winter Olympics can get a good effect of publicity. The paper discusses how to take the publicity from improving Chinese sports and winter sports soft power,advancing the popularization of ice-snow sports,enhancing the volunteers,role,how to reinforce the advertising effect from integrating the means of diversified experience in different stages. It suggests taking high-quality culture promotion to look for the publicity strategy,to improve the national quality of sports culture,to build the cultural image of Chinese sports.
Key words: bid for the Winter Olympics;publicity;strategy
1 " "引言
體育是具有文化意義的社會活動。體育以自己獨有的文化方式影響著人們的社會生活,具有獨特的文化價值。當今社會是文化空前發展和繁榮的階段,在我國力爭打造文化強國和體育強國的過程中,體育文化傳播擔負著極大的責任。體育文化在培養身心健康的人、優化生活方式、提高精神追求和構建和諧社會等方面起著積極的作用,大力發展體育文化是社會文明進步的標志。冬奧會是奧林匹克運動的重要組成部分,通過申辦冬奧會傳播體育文化,是體育服務人類文明發展的重要內容。體育是文化的重要組成部分,能夠體現一個國家的精神面貌和人民的生活狀態。……