大型国际赛事中国文化形象探究——以北京2022冬奥会开幕式入场引导员文化形象为例
Exploring the Image of Chinese Culture in Large International Events—A Case Study of the Cultural Image of Ushers at the 2022 Beijing Winter Olympics Opening Ceremony

大型国际赛事是中国向世界展现中国文化形象的重要窗口，也是中国文化形象输出的重要契机。本文以2022北京冬奥会为例，聚焦冬奥会开幕式中举牌引导员这一人物形象，采取刺激性回忆法、访谈调查法、个案研究等方法探究引导员这一中国文化形象的塑造，为大型国际赛事活动中国形象的塑造提供借鉴。研究认为，引导员中国文化形象的成功塑造主要有外在和内在两个层面，外在层面包括文化服饰、“雪花”道具；内在层面包括身体素质、心理素质。之后结合引导员访谈、幕后纪录材料的词频统计，从自我形象认知、体育精神认知及使命意识认知三个方面分析引导员对其中国文化形象的认知。最后，本文为大型国际赛事中国文化形象的塑造提出体现中国元素的运用、保障专业标准的训练、加强文化自为的培养三点建议。
Large international events serve as an im-portant window for China to show its cultural image to the world, as well as an important oppor-tunity for cultural output. This paper takes the 2022 Beijing Winter Olympics as an example and focuses on the image of the ushers with signs at the opening ceremony. Using methods such as stimulating recall, interview investigation, and case study, the paper explores the shaping of this Chinese cultural image, providing a reference for the shaping of the Chinese image in large interna-tional events. The research shows that the successful shaping of the ushers’ Chinese cultural image mainly involves two aspects: external and internal. The external aspect includes cultural attire and “snowflake” props, while the internal aspect includes physical and psychological qualities. Fur-thermore, the paper analyzes the ushers’ awareness of their Chinese cultural image from three perspectives: self-image cognition, sports spirit cognition, and mission awareness cognition, based on the frequency statistics of the interview and behind-the-scenes documentary materials. Finally, the paper puts forward three suggestions for the shaping of Chinese cultural images in large inter-national events: the use of Chinese elements, the training of professional standards, and the cultiva-tion of cultural self-awareness.