北京奥运会媒体运行.pdfVIP

摘 要 2008 年北京奥运会刚刚过去，通过此次奥运会，中国很好地展示了自身的 形象，地位和声望都有所提高，而这其中，媒体功不可没。参与北京奥运会报 道的记者规模大过以往任何一届奥运会，也是我国历史上接待记者人数最多、 中外交流最深入、对外传播最广泛、最集中的一次盛会，因此媒体的运行管理 环节变得非常重要。北京奥运会给中国新闻界和管理科学领域带来的必威体育精装版理念 之一就是媒体运行。媒体运行是一个相对新颖的命题，对于奥运会的媒体运行 系统研究并不是很多，这一领域目前还存在着诸多盲区。 本文以一个全局的视角，梳理了媒体运行的基本概念，从管理学和组织传 播角度考察奥运会媒体运行的构成要素、特征与功能，考察了奥运会媒体运行 的历史演进以及它的重要性，这对于大型赛事的媒体运行来说，是具有普遍意 义的。 在实践的层面上，本次研究阐述了北京奥运会媒体运行总体目标和基本原 则，系统的构建以及基本的运营管理。通过对北京奥组委媒体运行部资深工作 人员的访谈，总结出北京奥运会媒体运行工作的难点与成功的经验，在此基础 上为我国大型赛事的媒体运行工作提出了一些建议。 关键词：奥运会；媒体运行；北京奥运会 1 Abstract Beijing Olympic Games, which has just past, opened a window of modern china to the rest world. After that China’s international status has been improved. The success should partly attribute to the media. Journalists attending Beijing Olympic Games outnumbered those in the Olympic history. China received the largest number of journalists, witnessed the most profound communication between China and the other countries, and experienced the broadest and the most intensive publicity to the world in china’s history. Therefore, media operation played a significant role in the Beijing Olympic Games. One of the novel ideas that Beijing Olympic Games brought into the field of media and administration in China was the media operation. Media operation is a comparatively new notion. There is a lack and even blind areas of relevant studies and researches on it in Olympic Games. This paper, from an overall perspective, makes a clear summary of the basic concepts of media operation, examines the composing elements，characters and functions of media operation based on principles of management and organizational communication, and reviews its his