大众传媒在奥运周期中的挑战与机遇

Challenges and Opportunities of the Mass Media in the Olympics Period

奥运会为主办国的大众传媒创造了百年不遇的发展良机,同时也对它们提出了新的挑战。对于奥运会主办国而言,举办奥运会就是在传播奥林匹克文化的过程中传播主办国文化。无论奥林匹克文化的传播,还是主办国文化的传播,在很大程度上都倚赖于大众传媒。通过对我国大众传媒现状的考察,认为目前我国大众传媒的硬件堪与西方国家媲美,但在软件方面仍然存在很多问题。因此,作为媒介“把关人”的新闻从业人员应当而且必须进行奥运培训。

The Olympic Games provide the once-in-life chances for the mass media of the host country as well as the challenges. For the host country, organizing the Olympic games is to communicate their own culture by the way of communicating the Olympic culture. It heavily depends on the mass media to communicate both the Olympic culture and host country culture. From a study on the present situation of our mass media, it is found that so many problems exist in the software, even though the hardware is as good, if not better, as the western countries. It＇ s concluded： the media gate - keepers should and must be trained for the Olympic games.