【作者】 杨宇；

【导师】 刘乃仲；

【作者基本信息】 大连理工大学 ， 传播学， 2007， 硕士

【摘要】 2008年北京奥运会的举办对我国社会的各个方面将产生深远的影响，目前学术界已开始面临一些与奥运相关的新课题。作为奥运研究的其中一个领域，奥运传播越来越被学者们所关注。奥运会是一个系统的工程，以奥运会为中心建立起了一个庞大的社会关系网，各行业、各部门都在这个社会关系网中相互作用相互影响，这个相互作用影响的互动过程就是奥运传播。媒介在整个奥运传播的过程中起着至关重要的作用，可以说没有媒介的支持就没有现代奥林匹克运动今天的蓬勃发展。奥运媒介传播就是以媒介作为手段以奥运会为中心进行的一系列的传播活动。鉴于媒介在奥运中的巨大作用，本文在借鉴分析雅典奥运会媒介传播经验的基础上，结合民众对北京奥运会的媒介传播期待，依据传播规律对北京奥运会媒介传播策略进行了初步探索。本文采用了经验借鉴、问卷调查的方法，首先对雅典奥运会媒介传播的成功经验和媒体经验以及达到的媒介传播效果加以分析、进行总结，以期为北京奥运会提供很好的经验参考。其次以调查问卷的形式对民众期待的北京奥运会媒介传播状况进行了统计。这样在充分考虑到历史经验和受众研究的基础上对北京奥运会的媒介传播策略展开了构想。策略构想部分从赛前传播、赛中传播、赛后传播三个阶段进行探讨，对赛前、赛中以及赛后的媒介策略展开了构想，针对赛前传播阶段提出了突出“人文奥运”气息；彰显“全民奥运”精神；体现“奥林匹克”教育的指导理念，以及遵循受众媒介习惯和多种媒介相互结合的媒介选择原则。针对赛中传播阶段提出办“特色奥运”、“全景奥运”的传播特点，特别提出了对北京奥运会的媒介格局建议即建立“新旧媒体整合”的媒介体系，其中将新旧媒体整合问题放在北京奥运会的大背景下进行探讨是本文的一个主要创新点。更多还原

【Abstract】 The upcoming 2008 Beijing Olympic Games has a profound impact on all aspects of our society, and academic circles have begun to face some new Olympic-related topics. Olympics is a systematic project, around which a huge social network is established. In this network, an interaction among all trades and departments is observed; we call this interactive process Olympic communication.The media plays a significant role in Olympic communication. As far as the tremendous role of the media is concerned, after an analysis of the mass media experience of the Athens Olympic Games and the public’s expectation toward media communication of Beijing Olympic Games, this paper makes an initial exploration of media communication strategies for Beijing Olympics according to laws of communication.First, this paper analyses the coverage experience and media experience of media dissemination of the Athens Olympic Games and them summarizes the effectiveness of media dissemination, thus provides a good experiential reference for the Beijing Olympic Games. Second, this paper makes a statistics of the public’s expectation toward the media dissemination of Beijing Olympic Games in the form of survey. Subsequently, on the full consideration of historical experience and audience research, a conception of media dissemination strategy for Beijing Olympics comes into being. Strategy conception consists of pre-game dissemination, live-game dissemination, after-game dissemination. Particularly, media dissemination strategy of live-game dissemination is a major innovation in this paper, since this part makes a proposition for media pattern of Beijing Olympics, that is, to establish a media system integrated by old and new media.Since Beijing Olympic Games is yet to be held, the exploration of media dissemination strategy will remain in the conceptual stage and the existence of shortcomings is inevitable. I hope that I would have a chance to make a better analysis and summary of media dissemination strategy for Beijing Olympics on the basis of practice after the successful holding of the 2008 Beijing Olympics Games.更多还原