北京奥运会互联网传播研究

Analysis on the Internet Coverage of Beijing 2008 Olympic Games

运用文献资料、逻辑分析等方法,对北京奥运会互联网传播概况进行了全景式研究。研究结果:北京奥运会成为人类历史上的首届"网络奥运会",央视网建立了世界上最宽广的奥运传播平台,覆盖中国95%以上新媒体用户,奥运会网络传播取得了空前的成功。奥运会期间,我国网民对奥运参与度高达86.1%,奥运类站点的访问量和页面流量都创了历史纪录。互联网主要接触时段与工作时间高度重合,而电视则成为休闲时间的主要接触媒介,互联网和电视形成了用户空间时间交叉换位、传播第一落点第二落点互补关系。本届奥运报道央视网不仅收获了流量和丰厚版权费,还形成与四大门户并驾齐驱的局面,成为奥运报道的大赢家。

This study adopts the literature and logic analysis to explore the panorama of the coverage and communication of Beijing Olympic Games on the internet.The result shows that the Beijing Olympic Games is the first one with the widest worldwide internet coverage.The CCTV.com has established the world＇s most broad dissemination platform of the Olympic,covering 95% of Chinese users of new media.The Olympic Games network has made an unprecedented success.During the Olympic Games,China＇s Internet users＇ participation rate has reached as high as 86.1 percent.The visits and the page flow of the website related to the Olympic Games have stricken a historic record.The time frame of the visits of websites matches the work time while TV is the major source of media in the off-work time.Therefore,Internet and television create a cross-time and area switch for users and they are complementary to each other in the primary and secondary access to users.In the coverage of the Beijing Olympic Games,CCTV.com has gained a cash cow from the page flow and property rights,emerged to one of the Big Five portals and thus it is a winner in the Olympic coverage.