| “展示政治”视域下平昌冬奥会政治传播的考察与启示 |
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| 引用本文： | 李静亚,谢群喜,王润斌.“展示政治”视域下平昌冬奥会政治传播的考察与启示[J].武汉体育学院学报,2021,54(11):27-33. |
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| 作者姓名： | 李静亚 谢群喜 王润斌 |
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| 作者单位： | 武汉体育学院 新闻传播学院, 湖北 武汉 430079 |
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| 基金项目： | 教育部人文社会科学研究基金项目（18YJC890050）。 |
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| 摘 要： | 基于"展示政治"的理论视角，分析平昌冬奥会通过公共文本、公共空间、公开仪式、视觉符号、民间社团等载体所展示的政治意涵，并通过分析西方主流媒体对平昌冬奥会展示政治内容的报道来考察其政治传播的媒介效果，分析西方主流媒体评价奥运会政治传播的方式和惯习。据此提出北京冬奥会政治传播的理念、行为和受众策略：以人类共同价值理念引领冬奥会政治传播；延伸公共政策和公共空间的政治展示功能；将硬性政治诉求柔性展示的公开仪式；主动引导、分类疏导民间社会的政治表达；关注与东道主有政治文化争议国家的相关展示政治行为；强调受众的体验和参与。
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| 关 键 词： | 北京冬奥会 平昌冬奥会 展示政治 政治传播 媒介效果 韩国经验 |
| 收稿时间： | 2021-06-04 |
Social Media and Olympic Communication: Background,Hotspot and Inspiration |
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| LI Jingya,XIE Qunxi,WANG Runbin.Social Media and Olympic Communication: Background,Hotspot and Inspiration[J].Journal of Wuhan Institute of Physical Education,2021,54(11):27-33. |
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| Authors: | LI Jingya XIE Qunxi WANG Runbin |
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| Institution: | School of Journalism and Communication, Wuhan Sports Univ., Wuhan 430079, China |
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| Abstract: | The emerging social media has changed the depth and breadth of the Olympic communication. The transformation of the relationship between the Olympic Games and social media has been discussed by academics at home and abroad, and the new phenomena and problems in the process of relationship transformation have been timely explored. In this paper, the relevant studies of domestic and foreign scholars were made by means of literature and comparative research. The complex interaction between social media and the Olympics came from the innovation of media technology, the transformation of the media consumption, and change of choices of the IOC. The hot topics included the function decline and role remodeling of traditional media, the cultural representation and multiple interpretation of communication contents, the characteristics and strategy innovation of social Olympics, the anomie and theoretical origin of the Olympic communication, as well as the public opinion tension and crisis response in social media. The future researches should focus on the concept reform and system construction of the Olympic communication, the media expression and digital communication of the Olympism, the incongruity resolution and ethics reconstruction of the social Olympics as well as the narrative dilemma and choice of international communication |
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| Keywords: | social media Olympic communication Olympic communication system media technology miscommunication |
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