媒介生态学视域下奥运会的社会化传播转向——兼论对北京2022年冬奥会传播的启示  

Social Communication Turn of the Olympics Based on Media Ecology:Also on the Enlightenment to Communication of Beijing 2022 Olympic Winter Games

作　　者：李静亚[1] 谢群喜 王润斌[1] LI Jingya;XIE Qunxi;WANG Runbin(School of Physical Education and Sport Science,Fujian Normal University,Fuzhou Fujian 350108)

机构地区：[1]福建师范大学体育科学学院,福建福州350108

出　　处：《成都体育学院学报》2021年第4期129-135,共7页Journal of Chengdu Sport University

基　　金：国家社科基金重大项目“北京2022年冬奥会和冬残奥会遗产重大问题研究”(19ZDA351)。

摘　　要：社交媒介作为一种全球性公共传播场域,对奥运会高度依赖的大众传播模式造成冲击的同时,也为奥运会构建起一种全新的传播生态。本文选取媒介生态理论为认识工具,采用文献研究、对比研究等方法对奥运会传播实践的历时性变迁过程进行探究,提出社会化传播模式将成为奥运会传播的新转向;依据媒介生态体系,认为媒介融合、需求驱动与传播赋权为奥运会发生社会化传播转向背后的深层逻辑;并从合规守约、融媒转型、智媒探索与话语创新四个维度对社会化传播背景下北京2022年冬奥会的传播实践提出建议。As a kind of global public communication field,social media not only impact the mass communication mode of the Olympics,but also construct a new communication ecology for it.In this paper,with the cognitive tool of media ecology theory,we review the communication process and practices of Olympics by means of literature and comparative research.Then we reach the conclusion that the new social communication turn of the Olympics and the media convergence,the driving effect of demand and the communication empowerment are the internal logic of this turn.Finally,we put forward some strategic suggestions for the improvement in communication effects of Beijing 2022 Winter Olympic Games in terms of integrating media transformation,intellectual media exploration,discourse innovation and compliance.

关 键 词：媒介生态学 媒介生态系统 社会化传播 北京2022年冬奥会 

分 类 号：G80-056[文化科学—运动人体科学]