媒介化奥运在中国:“双奥之旅”中的传播格局变迁

Mediated Olympics in China:Evolution of Communication Landscape in“Double Olympic Journey”

从2008年北京奥运会到2022年北京冬奥会,奥林匹克运动见证了我国经济、社会、文化和技术领域的历史性变革,全球首座“双奥之城”推动了新兴媒体与奥林匹克运动的深度融合,折射出我国国家传播能力提升与传播格局演变的壮阔历程。将我国筹办、举办夏季和冬季奥运会的“双奥之旅”作为一个兼具中国语境和全球视野的历史文本进行审视,揭示全球大变局时代技术与文化在中国的互动与演进,分析奥运传播与我国传媒业创新实践的融合互动,呈现体育传播格局演变的历史脉络。

From the 2008 Summer Olympics to the 2022 Winter Olympics,the Olympic Games have witnessed historic changes in the economic,social,cultural and technological fields of China.The world’s first“Double Olympic City”has promoted the deep integration of the emerging new media and the Olympic Movement,reflecting the grand voyage of China’s national communication capacity enhancement and the evolution of the communication landscape.This paper took the“Double Olympic Journey”of hosting both the Summer and Winter Olympics in China as a historical context from the Chinese and international perspectives,revealing the interaction and evolution of technology and culture in China against the background of the global change,analyzing the integration and interaction between the Olympic international communication and the innovative practices of China’s media industry,and presenting the evolution of sports communication landscape.