国际奥委会与媒介关系的历史考察与创新发展——从传统管理模式走向善治

The Historical Research and Innovation Development of the Relationship Between IOC and Media——From Traditional Management Mode to Good Governance

现代奥运会与媒介,在奥运会百年的发展历史中产生了紧密联系。如何利用媒介,又如何对其进行有效管理,是国际奥委会一项非常重要的工作。特别是进入21世纪后,媒介出现了社交化、数字化、移动化的新趋势,国际奥委会在对媒介的认知和管理上也面临着新挑战。因此,本文从国际奥委会的视角切入,通过对不同版本《奥林匹克宪章》和历届奥运会的官方报告的分析,系统考察在不同的历史阶段,国际奥委会管理媒介的方式,以及其后隐藏的价值取向、权力结构和管理模式。在新的互联网时代,多元价值取向、多种权力主体、多样传播渠道之间形成了一种复杂的网状关系,依靠传统的自上而下的单一行政管理模式,已经很难适应时代的发展。国际奥委会对媒介的管理需要走向善治,在强化奥林匹克核心价值观的前提下,包容多元价值、协调多方主体,在开放与协商中达到一种动态的管理,实现公共利益的最大化。

Modern Olympics and media have established a close contact with each other in the centuries of history of the Olympic Games. To the IOC, it＇s extremely important to take the advantage of media and to manage them effectively. In the 21th century, media trend to be socialized, digitalized and mobilized. Such new tendencies bring about new challenges to the IOC in terms of the cognition as well as management of media. From the perspective of the IOC, through analyzing different versions of the Olympic Charter and all the previous Olympic Official Reports, this article study on the methods taken by the IOC on media management at various historical stages systematically. Moreover, the article probes into the value--orientation, the power structure and the man- agement mode behind those media management methods roundly. Furthermore, the article puts forward that in the area of internet, a kind of complex relation reticulation has been formed among the multi--value orientation, various power structures and diverse communication channels. In such new time, the single top--down executive management mode which relies on tradition can hardly befit the development of the times. The IOC should improve the media management methods into more favorable ones. Specifically, the IOC needs to take a tolerant attitude to multi--values and coordinates various power parties with the prerequisite of strengthening the core values of the Olympics. And finally achieve a dynamic media management through opening and negotiating, realizing the maximization of public benefits.