2008年北京奥运会电视传播的研究

A Study on TV Communication of the 2008 Beijing Olympic Games

北京奥运会是一届成功的奥运会,这已经得到世界的公认。对这起重大媒介事件,中国的电视媒体是如何报道的,有哪些经验与不足,是人们需要了解的。采用文献研究法,对前3届奥运会的电视传播进行了历史性的回顾。采用了现场观察、问卷调查和对比分析等研究方法,对我国电视媒体在北京奥运会前期、期间和后期不同阶段的传播状况进行了梳理与分析,形成了对我国北京奥运会电视传播在传播目的、传播内容、传播受众、传播效果等方面相对完整的印象。研究得出的结论是:北京奥运会电视报道在范围、总时长和质量上超过了往届,得到国内外观众的认可;促进了中国电视传播技术的发展和本土传媒人才的国际化发展;打破只关注本国选手的固有模式,突出了国际化视野;在本届奥运会电视传播工作中秉承了"服务媒体、引导媒体"的管理理念,为中国新闻宣传管理工作提供了有益的经验;体现出人本化情怀,关注人与奥运会的关系,对我国社会民主化进程起到积极的推动作用。应该看到,我国的奥运会电视传播还存在不足,主要表现在内容报道的创新性和深加工能力欠缺,节目形式雷同,媒介人士职业素养和专业素质有待提高。

Beijing Olympic Games is a great success as accepted by the whole world. Since it is also a grand media event, people should know how the Chinese TV stations have reported it and if there are any valuable experiences or flaws left in the reporting process. To find out the answers to the above mentioned questions is actually the aim of this study. By the method of literature review, the writers have made a historical retrospection of the TV communication of the last three Olympic Games. And after an analysis of the communication of Chinese TV stations before,during and after the Olympic Games by means of on-the-spot observation, questionnaire and comparative analysis,a relatively complete picture of the TV communication for Beijing Olympic Games, including its aims, contents, audiences and communication effects, comes into being. The conclusions are as follow：the reporting of the Beijing Olympic Games by the Chinese TV stations is superior to that of all the previous Games in the scope of coverage, total length and quality, and has received recognition from both home and abroad; the reporting has promoted the development of Chinese TV communication technologies and the international development of the local media talents; it breaks the mode of only concerning the national players by stressing on an international view;besides, the Olympic TV communication sticks to the concept of ＂serving the media, and guiding the media＂, providing valuable experience for the administration and propaganda of Chinese news work. ; last but not least, the reporting fully shows the attention on people and the relationship between people and the Olympic Games,playing an active role in the democratization process of our society. However,it should be noted that there are still deficiencies existing in China＇s Olympic TV communication, such as lack of innovation and deep-processing capacities in the content producing and reporting and similarities of program styles. Besides, the career spirit and professional qualities of the reporters are to be enhanced.