奥运全球传播的发展、困境与前景  

Development,Dilemmas and Prospects of Global Communication of the Olympic Games

作　　者：魏伟 王铮朗 WEI Wei;WANG Zhenglang(School of International Journalism and Communication,Beijing Foreign Studies University,Beijing 100089,China;Center for International Sport Communication and Diplomacy Studies,Beijing Foreign Studies University,Beijing 100089,China;Journalism and Media Studies Center,The University of Hong Kong,Hong Kong 999077,China)

机构地区：[1]北京外国语大学国际新闻与传播学院,北京100089 [2]北京外国语大学国际体育传播与外交研究中心,北京100089 [3]香港大学新闻及传媒研究中心,中国香港999077

出　　处：《沈阳体育学院学报》2024年第1期121-128,共8页Journal of Shenyang Sport University

基　　金：国家社会科学基金重大项目“新时代媒体融合推进北京冬奥精神传播研究”(22&ZD314);国家社会科学基金一般项目“中国体育文化符号的全球化传播研究”(21BTY016)。

摘　　要：奥运全球传播是在全球体育传播的理论体系下发展出来的,是以奥运会为对象和介质,以奥运竞赛项目、奥运精神和奥运品牌等为核心传播内容,以商业化、媒介化为特色的全球体育传播类型。研究发现,奥运全球传播的发展包含奥运竞赛项目、奥运品牌、奥运民族主义与商业化、奥运去精英化与倡导性别平等以及奥运媒介技术的全球传播五方面内容。如今奥运全球传播面临泛政治化、过度商业化和唯媒介化带来的负面影响。研究认为,奥运全球传播有传播内容趋向异质化、传播影响趋于易染化、传播媒介趋近“巴尔干化”等发展前景。The global communication of the Olympic Games is developed under the theoretical system of global sport communication.It is a type of global sport communication with the Olympic Games as object and medium,of the Olympic events,spirit and brand as core communication content,and of the characteristics of commercialization and mediatization as characteristic.Through the research,it is found that the global communication of the Olympic Games includes five parts:Olympic events,Olympic brands,Olympic nationalism and commercialization,Olympic anti-elitism and advocacy of gender equality,and Olympic media technology.Today’s global communication of the Olympic Games is faced with the negative impacts brought by pan-politicization,over-commercialization and sole-mediatization.It suggests that the global communication of the Olympic Games has the development prospects that the communication contend tends to be heterogeneous,the communication influence tends to be vulnerable and the media outlets tends to be Balkanized.

关 键 词：奥运全球传播 全球体育传播 异质化 易染化 巴尔干化 

分 类 号：G811.21[文化科学—体育学]