CAJ | 학술논문

我国利用奥运会等大型体育媒介事件，向世界展现出我国政通人和的政治环境、国富民强的经济实力、广博厚重的优秀文化、科技创新的优秀成果、和平共处的交往理念。但是，体育媒介事件在现代化传播过程中，还存在着狭隘民族主义情绪、过度商业化倾向、“金牌至上”情结和人文关怀缺失等问题。针对存在的现实困境，需要坚持体育媒介事件的公益性质，突出体育媒介事件的文化教育功能，秉持客观公正的传播态度，体现应有的人文关怀，以促使体育媒介事件在塑造与传播国家形象中发挥更为积极的作用。
아국이용오운회등대형체육매개사건，향세계전현출아국정통인화적정치배경、국부민강적경제실력、엄박후중적우수문화、과기창신적우수성과、화평공처적교왕이념。단시，체육매개사건재현대화전파과정중，환존재착협애민족주의정서、과도상업화경향、“금패지상”정결화인문관부결실등문제。침대존재적현실곤경，수요견지체육매개사건적공익성질，돌출체육매개사건적문화교육공능，병지객관공정적전파태도，체현응유적인문관부，이촉사체육매개사건재소조여전파국가형상중발휘경위적겁적작용。
Sports media events are cultural communication phenomena with profound influence, while the modern Olympic Games are a typical sports media event. China has utilized the platform of such a huge sports media event as the Olympic Games to show the world Chin’s political environment that makes its governance smooth and its people peaceful, economic strength that makes Chinese nation prosperous and Chinese people wealthy, excellent culture that is extensive and profound, great achievements that are made from technological innovation, and com-munication conception that advocates peaceful coexistence. However, there are such problems as narrow nationalis-tic emotion, over commercialization tendency, “gold medal or nothing” complex and lacking in humanistic concern in sports media events in the process of communication of modernization. Aiming at realistic dilemmas existing, the authors proposed to stick to the welfare nature of sports media events, highlight the cultural education functions of sports media events, adhere to the attitude of objective and just communication, and show due humanistic concern, so that sports media events play a more actively role in building and communicating the national image.