索契冬奥会媒体传播的经验、教训与启示
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摘要
通过以索契冬奥会的媒体传播作为研究案例进行分析,认为:俄罗斯在面对负面国际环境下,着力打造俄罗斯文化的厚重与多元;传播普京及俄政府的多方外交和友好;宣誓竞技成绩传播体育强国的回归;并期望带动俄罗斯经济崛起。对于2022北京冬奥会的媒体传播,要进一步明确和落实冬奥会的形象定位;着重传播国家、城市文化层面的形象;加强与其他奥运赛事密切合作,营造赛事传播共赢的局面;媒体报道内容应做到客观、专业和平衡;要扩展媒体的传播功能,提升报道水准;重视冬奥会传播受众研究与分析;多措并举,为冬奥会媒体传播提供人才智力支持。
Through the media analysis of the Sochi Winter Olympics in China,we believe that Russia is working hard to create a thick and diverse Russian culture in the face of a negative international environment;to spread the diplomacy and friendship of Putin and the Russian government;The results spread the return of the sports powers;and hope to drive the rise of the Russian economy.For the media communication of the 2022 Beijing Winter Olympics:it is necessary to further clarify and implement the image orientation of the Winter Olympics;focus on disseminating the image of the national/urban cultural level;strengthen cooperation with other Olympic events to create a win-win situation for the event;Be objective,professional and balanced;expand the communication function of the media and improve the reporting level;pay attention to the research and analysis of the audience of the Winter Olympic Games;and take multiple measures to provide intellectual support for the media communication of the Winter Olympics.
Through the media analysis of the Sochi Winter Olympics in China,we believe that Russia is working hard to create a thick and diverse Russian culture in the face of a negative international environment;to spread the diplomacy and friendship of Putin and the Russian government;The results spread the return of the sports powers;and hope to drive the rise of the Russian economy.For the media communication of the 2022 Beijing Winter Olympics:it is necessary to further clarify and implement the image orientation of the Winter Olympics;focus on disseminating the image of the national/urban cultural level;strengthen cooperation with other Olympic events to create a win-win situation for the event;Be objective,professional and balanced;expand the communication function of the media and improve the reporting level;pay attention to the research and analysis of the audience of the Winter Olympic Games;and take multiple measures to provide intellectual support for the media communication of the Winter Olympics.
引文
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[11] 刘刚.以集成服务创新索契冬奥会报道[J].中国记者,2014(3):35.
[12] 陶冶.腾讯体育2014年索契冬奥会传播策略研究[J].北京体育大学,2015(5):22,32.
[13] 徐颖.新浪体育与CCTV5新浪官方微博索契冬奥会报道比较研究[D].成都:成都体育学院,2014.
[14] 广州日报.最赚钱一届冬奥会成定局[EB/OL].(2014-02-20)[2018-05-12].http://sd.ifeng.com/lvyou/guoneiyou/detail_2014_02/20/1873987_0.shtml.
[2] 李建业,李克强.我国对冬季奥林匹克运动研究的热点与发展特征[J].冰雪运动,2018,40(3):40-46,63.
[3] 新华网.索契奥运会花费高引争议[EB/OL].(2013-02-11)[2018-05-12].http://finance.qq.com/a/20130211/000373.htm.
[4] 第一财经日报.索契冬奥会不只是一场运动会[EB/OL].(2014-02-07)[2018-05-12].www.yicai.com/news/3436498.html.
[5] 韩亚辉,王严.冬奥会项目发展社会动因及对我国的启示[J].冰雪运动,2018,40(4):6-12.
[6] 国际在线.俄罗斯同性恋的权利不会受到侵害[EB/OL].(2013-06-26)[2018-05-12].http://news.sina.com.cn/o/2013-06-26/142027503840.shtml.
[7] 石晶.冬奥会视觉文化的传播价值研究:以都灵、温哥华、索契三届冬奥会为例[J].冰雪运动,2015,37(3):22-26.
[8] 环球网.冬奥会或为俄罗斯GDP增长贡献0.3%[EB/OL].(2014-02-20)[2018-05-12].http://www.chinanews.com/fortune/2014/02-20/5860378.shtml.
[9] 沈阳晚报.冬奥会爆贪污丑闻180亿筹备金“蒸发”[EB/OL].(2014-01-16)[2018-05-12].http://news.hexun.com/2014-01-16/161482199.html.
[10] 新华网.中国官媒发力索契冬奥会央视报道规模创新高[EB/OL].(2014-02-07)[2018-05-12].http://sports.163.com/14/0207/08/9KFF2C2500051CAQ.html.
[11] 刘刚.以集成服务创新索契冬奥会报道[J].中国记者,2014(3):35.
[12] 陶冶.腾讯体育2014年索契冬奥会传播策略研究[J].北京体育大学,2015(5):22,32.
[13] 徐颖.新浪体育与CCTV5新浪官方微博索契冬奥会报道比较研究[D].成都:成都体育学院,2014.
[14] 广州日报.最赚钱一届冬奥会成定局[EB/OL].(2014-02-20)[2018-05-12].http://sd.ifeng.com/lvyou/guoneiyou/detail_2014_02/20/1873987_0.shtml.