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四年一届的奥运会,不仅是竞技体育大考,也是对媒体综合实力的全面检验,其激烈程度堪称“媒体战争”。里约奥运会的传播是在传媒格局剧烈动荡的背景下进行的,它是一场在媒体融合大旗下的角逐与混战,尤其值得关注的是自媒体的异军突起,用户原创内容的UGC模式大行其道,受众已经成为新闻事件的真正参与者,用户的内容生产力得到充分释放,各种“段子手”极其活跃,里约奥运会的传播因此彰显开放性、互动性、碎片化、去中心化等特征,形成了奥运会亚
The Olympic Games held every four years is not only an entrance exam of competitive sports but also an overall test of the overall strength of the media. Its intensity is called “media war”. The dissemination of the Rio Olympic Games was carried out under the background of violent and turbulent media landscape. It was a race and melee under the banner of media convergence. What deserved particular attention was the sudden emergence of the media. The UGC model of user-generated content became popular and audiences Has become a true participant in news events, users’ content productivity has been fully released, various “hands” have become extremely active, and the dissemination of the Rio Olympic Games has thus demonstrated the characteristics of openness, interaction, fragmentation and decentralization, Formed the Olympic Games Asia