媒介融合背景下奥运传播的转向

Conversion of the Olympic Games Communication under the Background of Media Convergence

网络信息设备的极大发展颠覆了信息内容生产、传播和消费的传统模式,互联网正在成为信息领域未来的中心。媒体对重大体育赛事的报道呈现了报道形式多样化以及媒介融合的趋势。对于奥运会来说,因为网络传播更接近重大体育赛事的受众期望,互联网也已成为传播体育信息的主要渠道,在理论上也可以成为奥运会媒体报道的中心。我们必须审视奥运会的组织和媒体传播的经济模式,也必须思考媒介融合在信息传播和奥运报道方面产生的效果。

The rapid development of on-line information devices overturns the historic models of production,broadcasting and consumption of information.These development seems to indicate that Internet is becoming the future central point of the information field.The media coverage of major sport events show s a trend henceforth established tow ards diversification of formats and hybridization of traditional media.Regarding the Olympic Games,Internet w ould be a main channel for spreading sport information.As for the Olympic Games,Internet can become the centre of the media coverage of the Games.Then w e must examine the economic model that presides over the organization and the media coverage of the Games,considering the part that returns historically to the television;w e must consider its consequences on information and the communication of the Olympic Games.