奥运传播的新媒体演进:央视的创新策略与制作实践  

The Evolution of New Media in Olympic Communication:CCTV's Innovative Strategies and Production Practices

作　　者：刘辉[1] 钟欣颖 LIU Hui;ZHONG Xinying(School of Art,Shenzhen University,Shenzhen,Guangdong 518000,China;School of Communication,Shenzhen University,Shenzhen,Guangdong 518000,China)

机构地区：[1]深圳大学艺术学部,广东深圳518000 [2]深圳大学传播学院,广东深圳518000

出　　处：《北京城市学院学报》2025年第2期66-71,120,共7页Journal of Beijing City University

摘　　要：在媒介融合与技术赋能的背景下,奥运传播已从单一赛事报道演变为国家形象塑造与全球文化对话的重要载体。以2024年巴黎奥运会期间央视新媒体的传播实践为研究对象,通过案例分析,系统探讨其“思想+艺术+技术”融合策略的构建逻辑与实践效果。研究发现,央视通过多平台联动、AI技术应用、原创IP开发、用户体验优化,品牌传播,构建了覆盖全场景的传播矩阵,实现了内容生产创新与传播效能提升。Against the backdrop of media convergence and technological empowerment,Olympic communication has evolved from single-event reporting to an important vehicle for shaping national images and engaging in global cultural dialogues.This paper takes the communication practices of CCTV's new media during the 2024 Paris Olympics as the research object and,through case analysis,systematically explores the construction logic and practical effects of its"thought+art+technology"integration strategy.The study found that CCTV has built a communication matrix covering all-scene scenarios and achieved innovation in content production and enhancement of communication efficiency through multi-platform collaboration,AI technology application,original IP development,user experience optimization,and brand communication.

关 键 词：奥运传播 央视 新媒体 创新策略 

分 类 号：G206.2[文化科学—传播学] G811.21