The Exploration Of Media Communication Strategies For Beijing Olympics

The upcoming 2008 Beijing Olympic Games has a profound impact on all aspects of our society, and academic circles have begun to face some new Olympic-related topics. Olympics is a systematic project, around which a huge social network is established. In this network, an interaction among all trades and departments is observed; we call this interactive process Olympic communication.The media plays a significant role in Olympic communication. As far as the tremendous role of the media is concerned, after an analysis of the mass media experience of the Athens Olympic Games and the public's expectation toward media communication of Beijing Olympic Games, this paper makes an initial exploration of media communication strategies for Beijing Olympics according to laws of communication.First, this paper analyses the coverage experience and media experience of media dissemination of the Athens Olympic Games and them summarizes the effectiveness of media dissemination, thus provides a good experiential reference for the Beijing Olympic Games. Second, this paper makes a statistics of the public's expectation toward the media dissemination of Beijing Olympic Games in the form of survey. Subsequently, on the full consideration of historical experience and audience research, a conception of media dissemination strategy for Beijing Olympics comes into being. Strategy conception consists of pre-game dissemination, live-game dissemination, after-game dissemination. Particularly, media dissemination strategy of live-game dissemination is a major innovation in this paper, since this part makes a proposition for media pattern of Beijing Olympics, that is, to establish a media system integrated by old and new media.Since Beijing Olympic Games is yet to be held, the exploration of media dissemination strategy will remain in the conceptual stage and the existence of shortcomings is inevitable. I hope that I would have a chance to make a better analysis and summary of media dissemination strategy for Beijing Olympics on the basis of practice after the successful holding of the 2008 Beijing Olympics Games.