基于批评话语分析的杭州亚运会国家形象建构分析
Analysis of the Construction of the National Image in the Hangzhou Asian Games Based on Critical Discourse Analysis

良好的国家形象在全球化的世界中，意味着将在国际社会中获得更广泛的认同、更深的信任和更多的合作机会。体育报道作为大型体育赛事举办过程中不可或缺的重要环节，在国家形象的塑造等方面发挥着重要作用。为了更好地宣传杭州亚运会留下的宝贵精神财富，提升中国形象，对杭州亚运会中的传播实践活动及其效果进行研究具有重要意义。通过综合运用语料库和批判性话语分析法，对China Daily就杭州亚运会期间除赛事成绩外的相关报道进行了分析，发现媒体的报道重点集中在中国精神文化、环保和科技等3个方面，彰显了我国“开放、包容、创新和负责任”的大国形象。China Daily对中国形象在杭州亚运会上的传播策略以亚运会本身和部分具有代表性的人员为主，并根据时代发展特色宣传环保理念和科技强国形象。我国在后续的大型体育赛事报道中，可以从“寓政于体”、突出时代发展、叙述视角多样化等策略争取国家话语权，在继承与发扬杭州亚运会精神的同时有效提升中国国家形象。
In a globalized world, a positive national image implies broader recognition, deeper trust, and more opportunities for cooperation in the international community. Sports reporting, as an indispensable part of hosting major sporting events, plays an important role in shaping national image. To better promote the valuable spiritual wealth left by the Hangzhou Asian Games and enhance China’s image, it is of great significance to study the communication practices and effects of the Hangzhou Asian Games. By comprehensively using corpora and Critical Discourse Analysis, an analysis was conducted on the relevant reports by China Daily on the Hangzhou Asian Games during the event, apart from the competition results. It was found that the media coverage focused on three aspects: Chinese spiritual culture, environmental protection, and technology, highlighting China’s image as an “open, inclusive, innovative, and responsible” major country. China Daily’s communication strategy for the China’s image at the Hangzhou Asian Games mainly centered on the Games themselves and some representative individuals, promoting environmental protection concepts and the image of a technology powerhouse according to the characteristics of the times. In the subsequent coverage of major sporting events, China can strive for national discourse power through strategies such as integrating politics into sports, highlighting the characteristics of the times, and diversifying narrative perspectives, effectively enhancing China’s national image while inheriting and promoting the spirit of the Hangzhou Asian Games.