Olympic News Resources Integrated Communication Strategy

Besides the attractiveness of sports, the Olympic Games has also been promoted by the mass media and make it become an international multi-sport event which influences the whole world. All the traditional media, such as the broadcast, the television, the newspaper and the magazine, took an active part in Beijing Olympic Games,and other new media,such as the internet,the IP TV,the car TV, the mobile phone make a whole new gesture to report the game.Although every media played a different role in this feast,they all experienced change and challenge.The different performances given by different media make it possible for us to observe the new step of the media evolution.The object of study in this thesis is integrated communication of Beijing Olimpic Games and the view turns from traditional media to new media,'souhu.com'is the study sample.The new trendency of the portal websites will be discussed through content analysis empirical study...