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作为人类空前的奥运盛会,由于其涉足对象广泛、涉及内容丰富而精细,这种普适性与精耕细作的受众需求,不可能也无法由单一媒介完成。不同类型或同类型的媒介在奥运旗帜的召唤下,积聚成一条“鱼式”传播链莅临受众心中,基于跨媒介、整合媒体平台形成的融合营销传播在北京奥运会上华丽现身。本文关注到在奥运传播中,受众触媒形式的变化,深刻分析了“鱼式”组合模式的范式基础与传播特点,并就其模式对融合营销传播的理论与实践运用提出思考点。
As an unparalleled Olympic event, it is impossible and impossible for a single medium to fulfill this universality and intensive audience needs because of its wide range of subject matter and rich and detailed contents. Different types or types of media gathered under the banner of the Olympic Games and gathered into a “fish-style” communication chain. The integrated marketing communication based on the cross-media and integrated media platforms came out magnificently at the Beijing Olympic Games. This article focuses on the changes of audiences’ forms of media in the Olympic Games, analyzes profoundly the paradigm and spread characteristics of the “Fish ” combination mode, and points out the mode of its application to the theory and practice of integrated marketing communication.