冬季奥林匹克运动会是世界各国交流文化、展现实力的人文盛会。中国借助北京冬奥会开展对外传播工作，有助于构建全球化背景下理想的国家形象。本研究希望通过分析国际新闻媒体发布的北京冬奥会报道，探寻国际社会关注的热点话题，总结当前中国国家形象特征，寻求优化传播策略学理性支撑。本研究细致查阅了近年来国内外奥运会与国家形象领域的文献资料，基于议程设置和新闻框架理论确定了研究方法与研究设计。借助计算机算法，本研究抓取了2015-2020年间Westlaw International数据库收录的3883篇北京冬奥会报道，这些报道来自68个国家（地区）或国际组织，覆盖了584个媒体。基于Structural Topic Model和VADER，研究全面考察了报道文本的形式特征和内容特征。研究发现，北京冬奥会议题引起了国际社会的广泛关注，其中西方发达国家掌握了较大主导权。不同年份、不同消息源对北京冬奥会的报道兴趣存在差异，受到消息源与中国的外交关系、当年发生的媒介事件的影响。在报道文本话题的分析中，研究发现国际新闻媒体对北京冬奥会的报道可以聚类为13个文本话题，包括“北京申冬奥成功与办赛基础”“北京冬奥会与组织建设”“北京冬奥会与竞技成绩”“冰雪赛事与职业发展”“冰雪运动与大众参与”“北京冬奥会与涉赛人员”“北京冬奥会与危机事件”“北京冬奥组委架构与外部组织支持”“北京冬奥会与赛事运营传播”“北京冬奥会与备赛训练”“国家外交与合作办赛”“国家安全与人权问题”“冰雪产业增长与内需扩大”。分析报道情感倾向后发现，国际新闻媒体对北京冬奥会的综合情感指数平均值呈现先升高后下降的趋势，其中2019-2020年出现明显的负面情感增强现象。不同文本话题情感倾向也有所不同，话题2“北京冬奥会与危机事件”和话题5“国家安全与人权问题”呈现出明显的负面情感。结合以上发现，本研究将报道中建构的中国国家形象划分为六个类型，包括：充满雄心的竞技体育大国形象、全民参与的产业发展国家形象、扎实筹备的奥运主办国家形象、积极合作的元首体育外交国家、危险强权的共产主义国家形象、资源匮乏的世界人口大国形象。最后，本研究综合分析了当前国家形象中的负面因素，提出中国故事对外传播的优化建议。
The Olympic Winter Games is one of the largest winter sports events. It is a cultural event for countries to communicate and show their comprehensive national strength. External communication through the Beijing Olympic Winter Games will help China build an ideal national image in the international community. Therefore, this research analyzed the Beijing Olympic Winter Games reports released by the international news media, explored the structural topics and summarized the characteristics of China's national image, sought academic support for further enhancing the China's image.For this purpose, this research reviewed the domestic and foreign literature about Olympic Games and national image construction in recent years, and determined the research method and research design based on the agenda setting theory and news framework theory. With the help of computer algorithm, this research crawled 3,883 reports of the Beijing Olympic Winter Games released by the Westlaw International legal information database from 2015 to 2020, all the reports came from 68 countries, regions and international organizations and 584 news media. Based on the Structural Topic Model and the VADER Model, this research made a comprehensive investigation of the formal and content characteristics of the report text.The findings show that the Beijing Olympic Winter Games has attracted extensive attention from the international community, with the western developed countries media at a dominant position. There are also differences in reporting interest between different years and report sources. When analyzing the reports text, I found that the international news media's reports on Beijing Olympic Winter Games can be clustered into 13 text topics, including “Beijing Olympic Winter Games and the organization construction”, “Beijing’s successful bid and the its basis for hosting the Olympic Winter Games”, “ice events and career development”, “Beijing Olympic Winter Games and related competitions”, “Beijing Olympic Winter Games organizeing committee and other organizations’ support”, “ice and snow sports and public participation”, “Beijing Olympic Winter Games and sports training”, “Beijing Olympic Winter Games and the participants”, “Beijing Olympic Winter Games and the crisis event”, “Beijing Olympic Winter Games and game operations”, “national security and human rights”, “national diplomacy and cooperation”, “ice industry growth and domestic demand expansion”. After analyzing the emotional tendency of the reports, it is found that the average value of the comprehensive emotional index has a trend of increasing at first and then decreasing, and there is an obvious negative emotional enhancement phenomenon from 2019 to 2020. In addition, topic 2 “Beijing Olympic Winter Games and the crisis event” and topic 5 “national security and human rights” showed obvious negative emotions, while topic 12 “Beijing’s successful bid and the its basis for hosting the Games” showed a low emotional index.Based on all above, this research divided the China’s national image constructed in the report text into six types, including: a country with nationally involved in winter sports and developing winter industry, an ambitious country in athletic performance, a country with solid preparations for the Olympic Winter Games, a country with extensive cooperation through sports diplomacy, the most populous country with scarce resources, a dangerously powerful communist country. It can be seen that the international news media's reports of China and the Beijing Olympic Winter Games is depoliticizing, but there’re still traces of stereotype. Finally, this research analyzed the shortcomings in the current national image, and put forward suggestions and prospects on how to optimize external communication strategies.
