新媒体在第29届奥运会应用的研究
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摘要
2008年第二十九届北京奥运会不仅仅是世界体育的一次盛会,更是中华民族展现自身魅力的机会。互联网、手机等新媒体作为独立的奥运转播形式第一次出现在奥运会的转播体系之中,与传统媒体一起分享奥运传播带来的巨大影响和丰厚收益。在媒体与体育发展结合的历史过程中,新媒体与奥运传播的紧密相连具有里程碑式的重要意义。当今社会,世界和中国的媒体格局正处在深刻的变革之中,更新、竞争、合作是主旋律。网络媒体为主、数字媒体技术作为基础的新媒体已经在媒体传播的各个方面,表现出与传统媒体分庭抗礼的态势。互联网、网络视频、博客、播客、移动电视、手机电视、楼宇电视等多种新媒体形式,加入到奥运传播的媒体之中,使得奥运传播的效果最大化。奥运会带来的深远影响力,为我国新媒体产业更新与发展带来了充足的动力。通过奥运传播的强大推广能力和巨大影响力,新媒体表现出传统媒体不具备的包容性以及媒体融合的合作理念,可以将受众获取资讯、分享信息的媒体模式彻底改变,进而影响我国的媒体传播的发展格局。
新媒体在今后发展的首要目标,就是促进与传统媒体的融合,实现新媒体的产业化发展。互联网不断提升的普及程度和日益提高的使用率,以及网络视频、车载媒体、移动数据业务等新媒体重要表现方式的逐渐完善,我们完全可以相信,新媒体在不远的将来,必能全面超越电视、广播、报纸等传统媒体,以主流媒体的身份,成为奥运传播过程中最为重要的媒体形式和首选渠道。
本文以北京奥运会为大背景,以新媒体在北京奥运会期间的应用为分析重点,对新媒体独有的功能属性、与奥运传播的关系、奥运会对于新媒体发展的影响、新媒体商业模式和市场发展等问题进行相信论述,就新形势下,新媒体所遇到的新问题和新机遇进行展望,提出解决办法。本论文通过研究新媒体在第二十九届北京奥运会中的应用,为新媒体未来发展中商业模式和城市信息化建设等方面提出合理的建议,希望能以此为基础,探索新媒体即将面对的发展机遇;并且通过对新媒体产业化发展方面、在大型活动中的应用以及商业运营等方面的深入探讨,为新媒体在今后得到更好的运用提供借鉴意义。
The 29~(th) Olympic Games in Beijing 2008 is not just the sports pageant of the world, but a perfect opportunity to show the charm of Chinese people. Internet, cell phones and other new media as an independent form for the Olympic broadcasting appears for the first time in the broadcasting system of the Olympic Games, and the new media together with the traditional one shares the tremendous impact and strong earnings the Games bring. It is of great significance just like a milestone for the new media and the spread of Olympic Games closely connecting with each other in the history of the combination between media and sports. In today’s society, the media pattern for both the world and China is undergoing profound changes, and updating, competition, and cooperation is becoming the main theme. With Internet media as its main form, new media based on digital media technology has shown the competitive trend with traditional media in all aspects. Many forms of new media join in the media group for the Olympic broadcasting, such as Internet, online video, blog, podcast, mobile TV, cell phone TV, office-building LCD TV and so on, which maximize the effect of the spread of Olympic Games. Far-reaching impact of the Olympic Games has brought plenty of power for the industrial renewal and development of China’s new media. Through the generating force and great influence by the spreading of Olympic Games, new media has shown the inclusiveness traditional media dose not have and concept of media cooperation and integration, which helps to change totaly the media model in which the audience access to information and share it, thereby affecting the development of China’s pattern of media.
The primary objective of new media development in the future is to promote the integration into traditional media and to achieve its industrial development. Internet keeps increasing its level of penetration and utilization. In the meantime, online video, car media, mobile data services and other major new media forms gradually improve themselves. We have full confidence that in the near future these forms will fully transcend television, radio, newspapers and other forms of traditional media, to become the most important and preferred media channels in the process to spread Olympic Games as the mainstream media.
With Beijing Olympic Games as the background, in this paper, the author focuses on the application of new media during the Olympic Games, discussing issues such as the unique functional features of new media, the relationshiop between the Olympic speard and new media, the influence the Games bring to new media, business model and market development of new media, and the solution for the possible problems and opportunitis in the new circumstance. By analysing the the application of new media during the 29th Olympic Games, the author makes reasonable proposals towards the business model, urban information construction and other aspects in the future development of new media, hoping to explore the new development opportunities new media will face. And through the further discussion in terms of new media’s industrial development, application in major events, and business operation, this paper helps to provide a better reference for making full use of new media in the future.
新媒体在今后发展的首要目标,就是促进与传统媒体的融合,实现新媒体的产业化发展。互联网不断提升的普及程度和日益提高的使用率,以及网络视频、车载媒体、移动数据业务等新媒体重要表现方式的逐渐完善,我们完全可以相信,新媒体在不远的将来,必能全面超越电视、广播、报纸等传统媒体,以主流媒体的身份,成为奥运传播过程中最为重要的媒体形式和首选渠道。
本文以北京奥运会为大背景,以新媒体在北京奥运会期间的应用为分析重点,对新媒体独有的功能属性、与奥运传播的关系、奥运会对于新媒体发展的影响、新媒体商业模式和市场发展等问题进行相信论述,就新形势下,新媒体所遇到的新问题和新机遇进行展望,提出解决办法。本论文通过研究新媒体在第二十九届北京奥运会中的应用,为新媒体未来发展中商业模式和城市信息化建设等方面提出合理的建议,希望能以此为基础,探索新媒体即将面对的发展机遇;并且通过对新媒体产业化发展方面、在大型活动中的应用以及商业运营等方面的深入探讨,为新媒体在今后得到更好的运用提供借鉴意义。
The 29~(th) Olympic Games in Beijing 2008 is not just the sports pageant of the world, but a perfect opportunity to show the charm of Chinese people. Internet, cell phones and other new media as an independent form for the Olympic broadcasting appears for the first time in the broadcasting system of the Olympic Games, and the new media together with the traditional one shares the tremendous impact and strong earnings the Games bring. It is of great significance just like a milestone for the new media and the spread of Olympic Games closely connecting with each other in the history of the combination between media and sports. In today’s society, the media pattern for both the world and China is undergoing profound changes, and updating, competition, and cooperation is becoming the main theme. With Internet media as its main form, new media based on digital media technology has shown the competitive trend with traditional media in all aspects. Many forms of new media join in the media group for the Olympic broadcasting, such as Internet, online video, blog, podcast, mobile TV, cell phone TV, office-building LCD TV and so on, which maximize the effect of the spread of Olympic Games. Far-reaching impact of the Olympic Games has brought plenty of power for the industrial renewal and development of China’s new media. Through the generating force and great influence by the spreading of Olympic Games, new media has shown the inclusiveness traditional media dose not have and concept of media cooperation and integration, which helps to change totaly the media model in which the audience access to information and share it, thereby affecting the development of China’s pattern of media.
The primary objective of new media development in the future is to promote the integration into traditional media and to achieve its industrial development. Internet keeps increasing its level of penetration and utilization. In the meantime, online video, car media, mobile data services and other major new media forms gradually improve themselves. We have full confidence that in the near future these forms will fully transcend television, radio, newspapers and other forms of traditional media, to become the most important and preferred media channels in the process to spread Olympic Games as the mainstream media.
With Beijing Olympic Games as the background, in this paper, the author focuses on the application of new media during the Olympic Games, discussing issues such as the unique functional features of new media, the relationshiop between the Olympic speard and new media, the influence the Games bring to new media, business model and market development of new media, and the solution for the possible problems and opportunitis in the new circumstance. By analysing the the application of new media during the 29th Olympic Games, the author makes reasonable proposals towards the business model, urban information construction and other aspects in the future development of new media, hoping to explore the new development opportunities new media will face. And through the further discussion in terms of new media’s industrial development, application in major events, and business operation, this paper helps to provide a better reference for making full use of new media in the future.
引文
1辛摘．新媒体的定义[J]．新闻与写作，2006(1 2)：l 7
2王大任．融合新媒体技术[N]．构筑报业数7化新格局．新闻窗。2008(6)：90—91
3什么是新媒体．各方关于新媒体的定位。http：//www．CCW．corn．cn/itlianghui/htm2007/20071 107—339546．htm
4杨伟光．末来的主流媒体[J]．新媒体当代电卒见，2009(11)：26—27
5杨欣．美同总统大选巾新媒体的应用[N]．声屏世界，2009(02)：28—29
6王旭．中国特色国庆阅兵传播现象研究[J]．河南大学2010(12)
7张鹏．新媒体看阅兵[J]。卫星电视与宽带多媒体．2009(20)
8刘建萍，袁筱华．新媒体与北京奥运会[N]．浙江传媒学院学报．2009(02)
9秦爱红，潘瑞芳．三维流媒体技术的发腱及其对媒体传播f门影响[J1l新闻界，2009(5)：19—21
10胡t乇新媒体时代的新闻传播[J]．问题与对策中国记者2000(3)：44—45
11翟雪．试探新媒体环境下科技传播的态势和机遇[J]．科技传播．2009(02)
12杨焱．北京奥运会3G传播的意义及思考[J]．青年记者．2008(33)
13唐大麟，王文宏．浅谈新媒体文化的建构【M】．新闻知识，2010(9)40．42
14(荚)保罗莱文森．数字麦克卢汉一信息化新纪元指南[N]．社会科学文献出版社．2001
15邱淑群.网络新媒体对“媒介即讯息”的诠释一以web2．时代的“三剑客”为例[J]．尔南传播，2007f 06)
16范洁．奥运【J】l新媒体发力，2008(09)
17王晓东，奥运会刚络传播发展的历史田l顾及前景展望[N]．武汉体育学院学报2006(5)：36-39
18周蕊．新媒体体新奥运．奥运缔造新媒体的主流梦想[J]．成功营销．2008(10)
19闵人洪．北奥运与中国媒休新形象．中国网络媒休奥运报道新特点[M]新闻前肖2008年第10期13-15
20 2008北京嗅运叫络流量结案报告http：//news．china．com/zh—cn/finance/11009723/20080829/1 5059164 html
21马晓方．新媒在北京奥运中角色凸显将影响媒介生态讣境[N]．第一财经目报
22奥运舞台、媒介角色-媒介与奥运传播研究报告http：//www．csm．com．cn/news/080709—2．html
23陆小华．数字媒体观与传媒运行模式变革【M】．电视研究，2004(2)：28—30
24文思慧．新媒体艺术与数宁技术一解构北京奥运开幕式[M].艺术探索，2009(2)：56—57
25互联网奥运传播的八大特征http：//emarketing．biz．163．com/net/wangluoxianzhuang_6．html
26杨宝路，邹骥．承载绿色奥运的可持续交通[M】．环境保护，2007(8B)：2l一23
27央视网的奥运会报道网络文化建设一文化管理教学研究案例数据库http：//catsc．ccmedu．comⅢTML/20090225203900．html
28张垒．新媒体的奥运实践一以CCTV为例【N】．中国记者，2008(7)：53-55
29汪礼俊．奥运，为信息服务业插上翅膀[M】．上海信息化，2008(8)：20—22
30王艳艳．我国网络媒体奥运报道的特色[M】．青年记者．2008(32)
31李钟隽．新媒体与传统媒体的互动与融合【M】．学术交流．2010(5)：205—207
32朱鸿军，何桂林．零盗版一北京奥运新媒体版权保护成功的原因和启示[M]．传媒．2008(1 2)：65—67
33付晓静．人众媒介与北京奥运会的社会动员[J]．北京现代传播．2008(5)：64
34王秀云．北京奥运新媒体传播刚顾．http：//digi．it．sohu．com/20080927/n259792244．shtml
35奥林匹克宪章[N】．中国奥林匹克出版社，2000
36杜骏飞．网络新闻学【N】．北京中国广播电视出版社，200l
37崔保同主编．2004—2005年中国传媒产产业发展报告【N】．社会科学文献出版社，2005
38栾轶攻．媒介形象建构的四个标准．新闻与传播【M】。北京中国人民人学书报资料中心，2007(12)
39 Sue Thomas．Transliteracy and New Mecfia．Communications in Computer andInformation Science．2008(7)
40 Shipeng Li．Media 2 OThe New Media Revolution-Lecture Notes in ComputerScience．，2010：5916
41 Richard H．McLaren&Geoff Cowper-Smith．The Beijing Summer Olympic Games：Decisions from the CASand IOC．2009(10)：l
42 Bulaj ic．Viktorija Vesna Dataha．ve aesthetics：art in the age of informarion overflow，University of Minnesota Press．2007
43 Swaddling．Judith I tistory of the Paralympic Games”．The Ancient Olympic Games．Austin：University ofTexas Press，2009(6)：54
44 Ancient Olympic Events”．Perseus Project ofTufts University，2009(4)
45 Buchanon，Ian Mallon，Bill．Historical Dictionary ofthe Olympic Morement Lanham．MD：Scarecrow Press．Retrieved，2009(3)
46Findling，John E．；Pelle，Kimberly D．Encyclopedia ofthe Modern Olympic Movement．Westport CT．Greenwood Press，2009(3)
47 Woods Ron．Social Issues in Sport．Champaign IL：Human Kinetics．
48 Maurizio Bolognini，”From interactivity to democracy．Towards a post—digital generative art”．ArtmediaXProceedings．Paris，2010．
49 http：//www．medialon．com/references/beijing—olympic—games．htm
50 http：//en．wikipedia．org/wiki/New_media
51 http：//en．wikipedia．org/wiki/Category：New—media_art
2王大任．融合新媒体技术[N]．构筑报业数7化新格局．新闻窗。2008(6)：90—91
3什么是新媒体．各方关于新媒体的定位。http：//www．CCW．corn．cn/itlianghui/htm2007/20071 107—339546．htm
4杨伟光．末来的主流媒体[J]．新媒体当代电卒见，2009(11)：26—27
5杨欣．美同总统大选巾新媒体的应用[N]．声屏世界，2009(02)：28—29
6王旭．中国特色国庆阅兵传播现象研究[J]．河南大学2010(12)
7张鹏．新媒体看阅兵[J]。卫星电视与宽带多媒体．2009(20)
8刘建萍，袁筱华．新媒体与北京奥运会[N]．浙江传媒学院学报．2009(02)
9秦爱红，潘瑞芳．三维流媒体技术的发腱及其对媒体传播f门影响[J1l新闻界，2009(5)：19—21
10胡t乇新媒体时代的新闻传播[J]．问题与对策中国记者2000(3)：44—45
11翟雪．试探新媒体环境下科技传播的态势和机遇[J]．科技传播．2009(02)
12杨焱．北京奥运会3G传播的意义及思考[J]．青年记者．2008(33)
13唐大麟，王文宏．浅谈新媒体文化的建构【M】．新闻知识，2010(9)40．42
14(荚)保罗莱文森．数字麦克卢汉一信息化新纪元指南[N]．社会科学文献出版社．2001
15邱淑群.网络新媒体对“媒介即讯息”的诠释一以web2．时代的“三剑客”为例[J]．尔南传播，2007f 06)
16范洁．奥运【J】l新媒体发力，2008(09)
17王晓东，奥运会刚络传播发展的历史田l顾及前景展望[N]．武汉体育学院学报2006(5)：36-39
18周蕊．新媒体体新奥运．奥运缔造新媒体的主流梦想[J]．成功营销．2008(10)
19闵人洪．北奥运与中国媒休新形象．中国网络媒休奥运报道新特点[M]新闻前肖2008年第10期13-15
20 2008北京嗅运叫络流量结案报告http：//news．china．com/zh—cn/finance/11009723/20080829/1 5059164 html
21马晓方．新媒在北京奥运中角色凸显将影响媒介生态讣境[N]．第一财经目报
22奥运舞台、媒介角色-媒介与奥运传播研究报告http：//www．csm．com．cn/news/080709—2．html
23陆小华．数字媒体观与传媒运行模式变革【M】．电视研究，2004(2)：28—30
24文思慧．新媒体艺术与数宁技术一解构北京奥运开幕式[M].艺术探索，2009(2)：56—57
25互联网奥运传播的八大特征http：//emarketing．biz．163．com/net/wangluoxianzhuang_6．html
26杨宝路，邹骥．承载绿色奥运的可持续交通[M】．环境保护，2007(8B)：2l一23
27央视网的奥运会报道网络文化建设一文化管理教学研究案例数据库http：//catsc．ccmedu．comⅢTML/20090225203900．html
28张垒．新媒体的奥运实践一以CCTV为例【N】．中国记者，2008(7)：53-55
29汪礼俊．奥运，为信息服务业插上翅膀[M】．上海信息化，2008(8)：20—22
30王艳艳．我国网络媒体奥运报道的特色[M】．青年记者．2008(32)
31李钟隽．新媒体与传统媒体的互动与融合【M】．学术交流．2010(5)：205—207
32朱鸿军，何桂林．零盗版一北京奥运新媒体版权保护成功的原因和启示[M]．传媒．2008(1 2)：65—67
33付晓静．人众媒介与北京奥运会的社会动员[J]．北京现代传播．2008(5)：64
34王秀云．北京奥运新媒体传播刚顾．http：//digi．it．sohu．com/20080927/n259792244．shtml
35奥林匹克宪章[N】．中国奥林匹克出版社，2000
36杜骏飞．网络新闻学【N】．北京中国广播电视出版社，200l
37崔保同主编．2004—2005年中国传媒产产业发展报告【N】．社会科学文献出版社，2005
38栾轶攻．媒介形象建构的四个标准．新闻与传播【M】。北京中国人民人学书报资料中心，2007(12)
39 Sue Thomas．Transliteracy and New Mecfia．Communications in Computer andInformation Science．2008(7)
40 Shipeng Li．Media 2 OThe New Media Revolution-Lecture Notes in ComputerScience．，2010：5916
41 Richard H．McLaren&Geoff Cowper-Smith．The Beijing Summer Olympic Games：Decisions from the CASand IOC．2009(10)：l
42 Bulaj ic．Viktorija Vesna Dataha．ve aesthetics：art in the age of informarion overflow，University of Minnesota Press．2007
43 Swaddling．Judith I tistory of the Paralympic Games”．The Ancient Olympic Games．Austin：University ofTexas Press，2009(6)：54
44 Ancient Olympic Events”．Perseus Project ofTufts University，2009(4)
45 Buchanon，Ian Mallon，Bill．Historical Dictionary ofthe Olympic Morement Lanham．MD：Scarecrow Press．Retrieved，2009(3)
46Findling，John E．；Pelle，Kimberly D．Encyclopedia ofthe Modern Olympic Movement．Westport CT．Greenwood Press，2009(3)
47 Woods Ron．Social Issues in Sport．Champaign IL：Human Kinetics．
48 Maurizio Bolognini，”From interactivity to democracy．Towards a post—digital generative art”．ArtmediaXProceedings．Paris，2010．
49 http：//www．medialon．com/references/beijing—olympic—games．htm
50 http：//en．wikipedia．org/wiki/New_media
51 http：//en．wikipedia．org/wiki/Category：New—media_art