国际视域下北京冬奥会的对外传播策略与效果分析——以YouTube平台CGTN账号为例
International Perspective on Overseas Communication Strategies and Effects of the 2022 Beijing Winter Olympics: A Case Study of CGTN’s Channel on YouTube

第24届冬季奥林匹克运动会作为我国重要历史节点的重大标志性活动，是对外讲好中国故事的重要契机。作为国际传播频道，CGTN根据不同平台的特征生产对应的专业化内容，是我国重要的外宣旗舰媒体。本研究以2022年北京冬奥会为研究主题，以YouTube平台上CGTN官方账号发布的相关视频为研究对象，采用文本分析法探究CGTN的对外传播策略与传播效果。研究结果表明，CGTN通过多样化的发布策略对北京冬奥会进行了全方位、多角度、立体性的报道，展示出真实、立体、全面的中国，达到了较好的传播效果，为其它外宣媒体日后对重大事件的国际传播提供了参考样本。
The 24th Winter Olympic Games, as a significant landmark event at an important historical moment for China, presented a crucial opportunity to tell China’s story to the world. As an international broadcasting channel, CGTN produces specialized content tailored to the characteristics of different platforms, serving as a flagship media outlet for China’s external publicity. This study focuses on the 2022 Beijing Winter Olympics and examines the related videos released by CGTN’s official account on the YouTube platform. Using content analysis, this research explores CGTN’s overseas communication strategies and their effectiveness. The findings indicate that CGTN provided comprehensive, multi-perspective, and multidimensional coverage of the Beijing Winter Olympics through diverse video content and precise publishing strategies. This approach effectively showcased a true, multidimensional, and comprehensive image of China, achieving favorable communication outcomes and providing a reference model for other media outlets in their future international communication of major events.