青奥传播:基于青奥会目标实现的媒介社会责任思考

分析了青奥会目标、媒介社会责任及青奥媒介传播面临的困难与挑战，解读了青奥传播与当前体育媒介传播现状之间的矛盾与抵牾。为实现青奥会目标，当下体育媒介要以社会责任为指导，将青年人作为受众主体，淡化商业色彩、规避媒介“隐性麻醉”的负面作用，注重媒介文本定位与文化品质，发挥媒介“社会公器”与“议程设置”的功能。

Social Responsibility of Media Based on Goal Realization of Youth Olympic Games

The paper discusses the goal of the Youth Olympic Games, social responsibility of the media and difficul- ties and challenges faced by the media of the Youth Olympic Games and analyses the contradictions between the publicity of the Youth Olympic Games and the current sports media. In order to realize the goal of the Youth Olympic Games, the paper proposes that the sports media should have the social responsibility as the guideline and young people as the main body of audience, avoid negative effect of recessive narcosis, focus on the orientation and cultur- al quality of the media texts and exert the functions of the social public tool and the agenda setting of the media.