奥运会与现代传媒的视觉“共生”关系研究.pdfVIP

第28卷 第1期 广州体育学院学报 Vo1．28 No．1 2008年 1月 Journal of Guangzhou Sport University Jan．2008 奥运会与现代传媒的视觉“共生”关系研究 张 磊， 李军晶， 马江涛 (1．中国人民大学体育部，北京，100872；2．中国国土资源报社，北京，100034) 摘要：在全球化浪潮的背景下，随着传媒技术的飞速进步，在所谓的“视觉时代”和“读图时代”，作为国际体育盛事的奥 运会与传媒的关系越来越密不可分，传媒也越来越聚焦于奥运会这样的大型赛事，参阅国内外大量相关文献和权威网 站，提出“视觉奥运”概念，试图揭示大众传媒如何采取视觉传播策略体现“更快、更高、更强”的奥运精神，而奥运会又 如何通过五环标志、场馆建筑、比赛仪式等视觉品牌和视觉手段展示运动美感、城市形象和民族文化，并希望通过该项 研究为2008年北京奥运会的视觉形象传播与塑造策略提供立体、多元的思路。 关键词：奥运会；视觉；传播 中图分类号：G 811、21 文献标识码：A 文章编号：1007—323X(2008)Ol一0039—05 Research on the Olympics and the Vision Intergrowth Connection of Modern Media ZHANG Lei ，LI Jun-jing~,MA Jiang-tao (1．Department of P．E．，University of Chinese people，Beijing 100872，China；2．Newspaper Office of Soil Resource of China，Beijing 100034，China) Abstract：In the background of globalization,with the rapid progress of media technologies,we have come into so-called”visual age”and”an era of pictures”．As an international sports event，Olympic Games has become increasingly inseparable from the media，and the media has been increasingly focused on the Olympics such a large event．Based on literature and authoritative website，the author puts forwards the concept of”Visual Olympics”and tries to reveal how the mass media makes use of visual communication strategies to show the spirit of the Olympic Games—— ”higher,faster,stronger”and how Olympic Games makes good use of the ring logo，the venue construction，competition ceremony and other visual means of brand to display aesthetic sports，cities images and national culture．This paper hopes the research could provide a three- dimensional and diverse perspective for