竞技体育赛事作为全球媒介事件,其特有的丰富功能、多元价值与传播性对塑造和提升国家形象至关重要。在实践中要注意新媒体的拓展与利用,突破信息茧房并做好口碑传播,塑造运动员与体育官员的良好形象,定位好国家形象聚焦点与文化符号,整合传播并多维塑造,注意建立修复机制。 As a global media event, competitive sporting events have their unique rich functions, diverse values ​​and communication that are crucial to shaping and enhancing the country’s image. In practice, we should pay attention to the expansion and utilization of new media, break through the information cocoon room and make word of mouth spread, create a good image of athletes and sports officials, locate the focus of national image and cultural symbols, integrate communication and multidimensional shaping, and pay attention to the establishment of restoration mechanism.