里约奥运会社交媒体新动向

New Trends of Social Media in the Rio Olympic Games

对有关里约奥运会社交媒体传播的文献资料进行了三级编码,并结合对现实的观察,分析了社交媒体传播活动的发展方向。认为在技术提升的基础上和社会文化变迁的环境下,社交媒体传播活动在里约奥运会期间从文本形式、意义表达、受众身份、商业宣传、官方态度、媒介业态等6方面展现出了娱乐性、互动性、融媒体和移动化4个新趋势。这4个趋势几乎覆盖了奥运传播的方方面面,展现出运用社交媒体的奥运传播模式对传统传播模式的冲击,认为需要建立新的传播权力结构才能适应社交媒体的传播环境,促进奥林匹克传播事业的发展。

The study encodes the literature of the social media communication of the Rio Olympics and analyzes the development tendency of the social media communication, combining with the observation of the reality. Based on the upgrade of technology and the change of social culture, four new tendencies of recreation, interaction, convergence media and mobility of the social media communication are presented during the Rio Olympic Games from the 6 aspects of text, meaning expression, audience, business promotion, official attitude and media formats. These four tendencies nearly cover all the sides of the broadcast of the Olympics and show the impact on the traditional communication mode by using social media in broadcasting Olympic Games. It is suggested that a new communication authority structure should be established so as to meet the demands of the social media communication environment and enhance the development of Olympic communication.