Value Reconstruction in Sports Communication and Its Driving Effect on National Identity Paradigm Innovation in the New Media Era: A Case Study of the Milan Winter Olympics
SUN Ting , FANG Jing#br#
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(School of Journalism and Communication, Minnan Normal University, Zhangzhou 363000, China)
Abstract: The transformation of media ecology in the new media era reshapes the value logic of sports communication and the construction pathways of national identity. Taking the 2026 Milan-Cortina Winter Olympics as a pivotal opportunity, this study analyzes the value reconstruction of sports communication from three dimensions—communication actors, content, and paradigms—and drives the innovation of national identity from the traditional "indoctrination" paradigm to the modern "participatory" paradigm through three mechanisms: emotional convergence, symbolic construction, and participatory identity. On the basis of constructing a theoretical model of "value reconstruction–driving mechanisms–identity innovation" and tracing its theoretical origins, combined with an empirical review of the Beijing Winter Olympics experience, this paper provides integrated strategies for the cross-cultural communication and national image construction of the Chinese sports delegation at the Milan Winter Olympics.
孙婷, 方静. 新媒体时代米兰冬奥会体育传播的价值重塑驱动国家认同范式创新研究[J]. 吉林化工学院学报, 2026, 43(6): 44-48.
SUN Ting , FANG Jing. Value Reconstruction in Sports Communication and Its Driving Effect on National Identity Paradigm Innovation in the New Media Era: A Case Study of the Milan Winter Olympics. Journal of Jilin Institute of Chemical Technology, 2026, 43(6): 44-48.
