从古至今，奥林匹克运动会打破国界、语言、文化的桎梏，促进了世界文明的交流发展，展现了更快、更高、更强的人类体育精神。而另一方面，奥运会也是主办国展现自身综合实力与民族文化、对外塑造国家形象的重要载体。2015年，中国北京击败哈萨克斯坦阿拉木图，赢得2022年冬季奥运会的主办权；2022年，北京成为世界上唯一举办过夏季和冬季奥运会的“双奥”之城。冬奥会对于北京市乃至我国的国际形象建设具有重要意义，各国体育竞技的背后，也有政治和舆论的无声交锋。

然而近年来，在国外社交媒体平台上出现了部分海外用户对于北京冬奥会偏激、负面的评价和讨论，涉及新型冠状病毒肺炎疫情、人权问题等争议话题。这些具有污名化倾向的言论极大影响了北京冬奥会海外舆论氛围，同时可能塑造乃至加深普通网民对于中国的刻板印象。基于以上观察，本文通过Vader（Valence Aware Dictionary and Sentiment Reasoner）情感分析语料库、LDA（Latent Dirichlet Allocation）主题模型等大数据分析工具，对西方主流社交媒体之一——推特（Twitter）上的海外英语用户从2015年7月31日（国际奥委会宣布北京携手张家口获得2022年冬奥会举办权）至2022年2月27日（北京冬奥会闭幕后一周）期间对2022北京冬奥会进行的相关讨论文本，利用大数据文本挖掘技术进行了情感态度、讨论主题挖掘等分析。并从时间维度上展现了北京冬奥会海外公共议程的议题及情感嬗变，一窥海外用户用何种方式，建构自己眼中的北京冬奥会，从而为日后的国际体育赛事对外传播提供更有针对性的策略建议。

从推文数量来看，2015年因北京申奥成功，推特上形成了第一个北京冬奥会讨论高峰；2016至2022年，相关推文数量波动上升，并在2022年到达顶点：2022年1月至2月的推特相关发文数量超过了2015年到2021年相关推文数量之和。从具体议题来看，2015年下半年到2018年期间，海外推特网友关于北京冬奥会的公共议程主题无明显负向内容，文本情感态度以中立为主；而自2019年起，受香港修例风波以及所谓 “人权问题”影响，推特上出现了对北京冬奥会的抵制活动，部分网友在反华势力影响下要求国际奥组委更换2022年冬季奥运会举办国家，负向文本占比逐年上涨。而在2022年前两个月，北京冬奥会各项准备工作即将收尾，这一阶段推特公共议程的主题又回归赛事本身，文本态度以中立和正向为主。

The Olympic Games has broken the shackles of national boundaries, languages, and cultures and promoted the exchange and development of world civilizations. On the other hand, the Olympic Games is also an important carrier for the host country to show its comprehensive strength and national culture and to shape its national image abroad. Beijing becomes the only city in the world to host both the Summer and Winter Olympic Games in 2022. The Winter Olympic Games is of great significance to the international image construction of Beijing and even China. However, in recent years, some overseas netizens' extreme and negative comments and discussions on Beijing Winter Olympic Games have appeared on western social media platforms like Twitter. This paper intends to analyze the relevant discussions on the 2022 Beijing Winter Olympic Games by overseas users on Twitter, one of the mainstream western social media through big data analysis. Observing the Tweets of the netizens, we will see what topics they are interested in and how they will construct the Beijing Winter Olympics in their eyes, thus providing new thinking for the external communication of international sports events in the future.

From the perspective of discussion heat, the first discussion peak was formed in 2015 due to the success of Beijing's bid for the Olympic Games. From 2016 to 2022, the discussion heat fluctuated and reached its peak in 2022. Since 2019, due to the controversy over Hong Kong and so-called "human rights issues", there have been boycotting activities against the Beijing Winter Olympic Games on Twitter. Some netizens, under the influence of anti-China forces, have called for the IOC to change the host country of the 2022 Winter Olympic Games. The proportion of negative tweets has been increasing year by year. But in the first two months of 2022, as the Games officially opened, the theme of twitter's public agenda returned to the event itself, and the text attitude was mainly neutral and positive.