盘点美国回顾北京遥望伦敦——媒体政治建构奥运神话的宏观作用机制

Looking through USA, Reviewing Beijing, and Looking Forward to London------Macro-Mechanism of Media Politics Creating an Olympic Myth

投稿时间：2010-10-11

DOI：

中文关键词:北京奥运会 2012年伦敦奥运会体育政治媒体舆论

英文关键词:Beijing Olympic Games 2012 London Olympic Games sports politics media politics Olympic myth impact of public opinion

基金项目:

作者	单位
黄璐	河北理工大学体育部

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中文摘要:

以新闻议程设置（时间轴）和整体宣传战略（空间轴）两大基础传播理论体系为研究线索，总结与反思北京奥运会期间中美两国公共舆论战略的经验得失，揭示媒体政治建构奥运神话的宏观作用机制。建议我国提升媒体政治理论指导体育实践的能力，加大体育新媒体建设与营销力度，重视与边缘传播者的交流与合作，加强网络评论代理人的培训与监管。

英文摘要:

Based on the two basic dissemination theory systems of news agenda setting (timeline) and overall promotion strategy (space axis), the paper sums up the experience of the public opinion strategy in China and the USA during the Beijing Olympic Games and reveals the fact of macro-mechanism of media politics creating Olympic myth. It suggests enhancing the capability of media politics theory in guiding sports pratice, promoting sports new media construction and marketing, paying attention to communication and cooperation with edge communicators and strengthening the training and supervision of web review agents.

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