Development,Dilemmas and Prospects of Global Communication of the Olympic Games
The global communication of the Olympic Games is developed under the theoretical system of global sport communication.It is a type of global sport communication with the Olympic Games as object and medium,of the Olympic events,spirit and brand as core communication content,and of the characteristics of commercialization and mediatization as characteristic.Through the research,it is found that the global communication of the Olympic Games includes five parts:Olympic events,Olympic brands,Olympic nationalism and commercialization,Olympic anti-elitism and advocacy of gender equality,and Olympic media technology.Today's global communication of the Olympic Games is faced with the negative impacts brought by pan-politicization,over-commercialization and sole-mediatization.It suggests that the global communication of the Olympic Games has the development prospects that the communication contend tends to be heterogeneous,the communication influence tends to be vulnerable and the media outlets tends to be Balkanized.
global communication of the Olympic Gamesglobal sport communicationheterogeneityvulnerabilityBalkanization
万方数据
维普
