规范、创新与体验:奥运会媒体运行溯源及2022冬奥媒体愿景研究

Norms,Innovations and Experiences:A Study on Traceability of Olympic Media Operations and Media Vision for Beijing 2022 Olympic and ParalympicWinter Games

奥运会媒体运行是实现奥林匹克传播目标的重要支撑体系。《奥林匹克2020议程》及办奥“新规范”与中国“绿色办奥、共享办奥、开放办奥、廉洁办奥”的理念为2022年北京冬奥会媒体运行提出了新要求,其核心是节俭办奥与利益相关方体验同等重要,需要在两者之间寻找最佳平衡点。历届奥运会媒体运行经验、规范以及未来奥运会媒体体验愿景,可为深度理解媒体需求、实现精准而避免浪费的媒体运行提供参考。基于奥运会媒体运行历史溯源、2022年北京冬奥会媒体体验愿景问卷调查、北京冬奥组委媒体运行部深度访谈,以奥运媒体体验为研究重点,系统考察了奥运媒体运行体系中包含媒体后勤服务、奥林匹克信息服务、新闻中心与媒体村等媒体场馆建设及服务的多个子系统的规范与创新,发现专业、便捷、温暖、实用是受访中外记者对冬奥会媒体运行体系的核心体验目标。

Olympic media operation is an important supporting system for achieving the Olympic communication goals.Olympic Agenda 2020,the“New Norms”,as well as China’s four concepts“Green Olympics,Shared Olympics,Open Olympics,and Frugal Olympics”have put forward new requirements for the media operation of Beijing 2022 Olympic and Paralympic Winter Games.The new requirements emphasize that sustainable operation and experiences of stakeholders are equally important and should be well balanced.It is necessary to learn from experiences and norms of media operation in Olympic history and to understand media vision of the coming Olympics for the sake of deeper understanding about media expectation,practice targeted and sustainable media operation.Based on the historical tracing of Olympic media operation,the questionnaire of media experience vision survey for Beijing 2022 Winter Games,and the in-depth interviews with relevant directors of Media Operation Department of Beijing Organizing Committee for the 2022 Olympic and Paralympic Winter Games,the study systematically explore the media experience oriented operation norms and innovations in Olympic media logistic services,Olympic information services,media center,media village and other Olympic media venues,and found that the professionalism,convenience,warmth and practicality are the core experience goals of survey participants for Beijing 2022 Olympic and Paralympic Winter Games’media operation system.