| With the change of the communication environment,especially the rapid development of information technology,people's attention has become a scarce resource.The spread of the Olympic culture has thus become a war to snatch people's attention.In this context,International Olympic Committee and the National Olympic Committee as the core,are constantly trying and exploring effective ways of disseminating the Olympic culture.Whether or not the meaning of communication is reached depends on the degree of acceptance of the audience,and more depends on the mode of dissemination of the communicators.Based on this,Sports Film Festival as a special kind of visual communication activities have become the focus of the author's attention.This article uses the document data method,the expert interview method,the field investigation method and the case analysis method to first analyze the development course of the sports film festival,and then select the Beijing International Sports Film Festival as a case,using the 5W model as a framework to deeply analyze the elements in the process of dissemination,and discussing what kind of role do the current sports film festival played in the current propagation environment.The research findings are as fellow:(1)The birth of the Sports Film Festival is closely related to the demands of the combination of modern Olympic sports and culture and art.As a visual communication activity,the Sports Film Festival highlights the art and educational value,promotes the creation of sports film,shows the achievements of local film art,and exploring the urban public cultural space.Therefore,since the 1968 Olympic Games in Mexico,many Olympic Games Organizing Committees had spread Olympic culture through film events during the Olympic Games.In 1983,with the support of the IOC,the Milan International Sports Film and Television Festival was born.In the course of development,a clear organizational system,activity system,and communication system were gradually formed,making the Sports Film Festival system to spread the Olympic culture in a normalized,organized and systematized way.(2)After three phases of development,the Beijing International Sports Film Week has gradually transformed itself into an international,professional,and educational sports film and television exchange platform.As a non-material cultural heritage of the Beijing Olympic Games,its value is prominently reflected in the two aspects of culture and education and has become an extension of the value concept of the "Humanistic Olympics" in the post-Olympic era.(3)By analyzing the propagation mechanism of Film Week,it is believed that the form of sports film festivals infused a variety of cultural meanings into Olympic culture: Sports and film works as a kind of artistic creation are reflections on existing sports practice and Olympic culture;artistic creation itself is also a kind of cultural practice.The new meaning of the Olympic culture is instilled in the fact that the pure media coverage during the Olympic Games cannot be achieved.In terms of communication channels and communication targets,mass media such as active site communication,television media coverage,and online exhibitions have reached more audiences,and the awareness and influence of organizations and activities have been expanded;more accurate exhibition activities have focused on the degree of arrival of information and the fascination with sports enthusiasts,college students,and other fascination establishes a three-dimensional communication system.(4)As the Beijing Olympic Winter Games is coming,based on helping the Olympic Games Organizing and using the Winter Olympics to enhance the influence of the platform on both sides,I suggest that Beijing International Sports Film Week should establish a sense of cultural services,strengthen foreign exchanges and try to commercialized operation in some links. |
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