世界和中国的媒介格局正处在“润物有声”的增量式变革中,以互联网为代表、数字技术为基础的新兴媒体形态开始呈现与传统媒体分羹的态势。2008年北京奥运是中华民族的一件盛事,奥运传播当然成为塑造健康积极的中国国家形象的品牌性手段。缘于“地球村”受众信息消费形式的转变, The media landscape in the world and in China is now in an incremental transformation of “moisten things and sound”. With the emergence of the Internet, emerging digital media-based media forms have begun to show a trend of decoupling from the traditional media. The 2008 Beijing Olympics is a grand event for the Chinese nation. The dissemination of the Olympic Games has certainly become a brand tool for shaping a healthy and positive image of the Chinese nation. Due to the change of consumer form of “global village” audience information,