基于传播构成组织理论，运用社会网络分析与文本情感分析法，以北京2022年冬奥会中的奥林匹克价值观传播为例，系统探析社交媒体时代国际体育赛事中体育价值观传播的有效性。结果表明：在信息传递层面，北京2022年冬奥会全球信息传播网络中的信息流动较为通畅，但不同“圈子”间的跨文化传播程度较弱，且网络中存在对体育价值观传播造成阻碍的关系“破坏者”；在意义生产与协商层面，北京2022年冬奥会期间全球信息传播网络中的话语权利呈现“去中心化”与“再中心化”并存的局面，而全球信息传播空间常因关系“破坏者”将体育流量引向与政治等相关的争议性话题而出现情绪对立，体育价值观积极意义的全球共享受负面信息干扰依然面临较大阻碍。据此，从推动文明新关系建立、秉持体育政治中立以及把握传播理念转向等方面，提出引导体育价值观有效传播的具体策略，以期更好地回应“如何通过体育建立一个更加美好的世界”。

Based on the communication as constitutive of organization theory, this study utilizes social network analysis and text sentiment analysis to explore the effectiveness of the dissemination of the Olympic values in international sports events during the social media era, with a specific focus on the Beijing 2022 Winter Olympic Games. The results indicate that, at the level of information transmission, there was a relative smoothness in the flow of information within the global communication network of the Beijing 2022 Winter Olympic Games, with a weak cross-cultural communication among different "circles" and existing "destroyers" in the network that hindered the effective dissemination of sport values though; at the level of meaning production and negotiation, the discourse power within the global communication network exhibited a coexistence of "decentralization and recentralization". And the global communication space often experienced emotional confrontations due to "destroyers" directing sports-related traffic towards controversial topics and the global sharing of the positive meanings of sport values still faced obstacles due to the interference of negative information. Based on these findings, specific strategies for guiding the effective dissemination of sport values are proposed, which includes promoting the establishment of new relationships among civilizations, adhering to political neutrality in sport, and shifting communication concepts. These strategies aim to better address the question of "how to build a better world through sports".