关键词: 体育争议, 对话, 社会化媒体, 平昌冬奥会, 女子短道3000米速滑

Abstract: Dialogue is regarded as the return of communication's essential characteristics. It is a two-way process under specific context in which the transmitter and the receiver participate in information and role exchange, and construct interactive relationships. With the development of social media, launching dialogue and negotiation have become the best choices for reconciling sports disputes and reaching consensus.This study is based on Bakhtin's dialogic theory and “two-way symmetrical model” brought by the Grunigs and Hunt. By applying the “process to case” analysis method, it uses the women’s 3000m short track speed skating events in Pyeongchang Winter Olympics as the sample to discuss how to achieve a two-way equal transmission path for the organizers and the public. The study found that in the dissemination of controversial issues among global sports media,the organizers of the event should employ a two-way dialogue paradigm, exploiting social media to converse and interact with the public, thus building a positive image of the event.In the context of conflicting discourse of controversial events, the construction of third-party discourse alliances is of great significance for dissolving the hostility of stakeholders and winning the recognition of opinion leaders. Besides, in response to sports disputes, the use of perceptual discourse to convey the rational appeal and to show the sincerity of the dialogue from the organizers can effectively influence attitudes of the audience.

Key words: sports disputes, communication, social media, Pyeongchang Winter Olympics, women's 3000m short track speed skating