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2016年的里约奥运,中国女子游泳选手傅园慧以丰富夸张的表情包红遍网络。本文以此为例,从后现代的角度探讨并归纳了奥运视觉传播的多个特征,即主体消失、距离感消失、深度意识消失,这也导致奥运传播更加强调视觉快感,专注于感性的愉悦。同时,这类体育赛事所表现出的后现代景观,始终是消费社会背景下生产力起着最终的决定作用。
2016 Rio Olympic Games, Chinese women’s swimmer Fu Yuan Hui with rich exaggerated expression package popular in the network. Taking this as an example, this article explores and summarizes the characteristics of Olympic visual communication from the perspective of postmodernity. That is, the main body vanishes, the sense of distance disappears, and the depth of consciousness disappears. This also leads to the emphasis on sensual pleasures . At the same time, the postmodern landscapes exhibited by such sporting events have always played a decisive role in determining productivity in the context of consumer society.