| （北京体育大学 管理学院，北京 100084） 摘 要：以技术中性论为思辨工具，以媒介文化研究为视角，解读新媒介对奥林匹克文化传播带来的双面影响：一方面，新媒介为奥林匹克文化传播带来多元价值，体现在新媒介丰富了奥林匹克文化传播的叙事方式，跨越了奥林匹克文化传播的认同边界，引领了奥林匹克文化传播的场景美学；另一方面，新媒介也对奥林匹克文化传播带来了多重考验，表现在新媒介对奥林匹克文化传播中治理能力、关注度保持、价值观传承等方面带来的冲击。研究认为，从奥林匹克场域中映射媒介技术在人的发展、社会转型及文化变迁中扮演着重要角色。 |
FENG Ya-nan，SUN Bao-li，BI Tian-yang
| （School of Management，Beijing Sport University，Beijing 100084，China) Abstract: Based on the technology neutrality theory as the analysis tool, from the perspective of media culture study, the authors interpreted the two-sided effects of new media on Olympic culture communication: on the one hand, new media have brought multiple values to Olympic culture communication, which embody in that new me-dia enrich the way of narration of Olympic culture communication, cross the identity boundary of Olympic culture communication, and guide the scenario aesthetics of Olympic culture communication; on the other hand, new media have also brought multiple tests to Olympic culture communication, which embody in the impacts brought by new media to such aspects in Olympic culture communication as governance ability, attention maintaining, and value view inheritance etc. The authors concluded that media technology reflected in the Olympic domain plays an im-portant role in people development, social transformation and cultural transition. |
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