面对奥运报道的媒介新生态,媒体构建何种、如何构建“传播框架”才能有效影响受众,从而进一步实现舆论引导。本文从“奥运传播的本源”“奥运传播的主体”“奥运传播的客体”“奥运传播的载体”“奥运传播的技法”等五方面分析影响媒体奥运报道传播框架的因素,并在此基础之上探讨媒体在不断变化着的媒介生态下,该如何进行传播框架的重构、传播话语范式的转换等问题。 In the face of the new ecology of the media covered by the Olympic Games, what kind of media should be built and how to construct a “communication framework” so as to effectively influence the audience so as to further guide public opinion? This article analyzes the impact of the media Olympic reports from five aspects: origin of Olympic Games, subject of Olympic Games, object of Olympic Games, carrier of Olympic Games, technique of Olympic Games, Dissemination of the framework of the factors, and on this basis to explore the media in a changing media ecology, how to reconstruct the communication framework, the transfer of discourse paradigm conversion and other issues.