New Media and the Beijing Olympics

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Presentation given at London Metropolitan University in January 2008

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  • New Media and the Beijing Olympics

    1. 1. andy miah university of the west of scotland New Media at the Olympics: From Beijing 2008 to London 2012
    2. 13. Athens 2004 Olympics
    3. 14. media NOn-accredited
    4. 15. The Olympics as a Movement or a Media Event
    5. 16. “ Only those persons accredited as media may act as journalists, reporters or in any other media capacity….Under no circumstances, throughout the duration of the Olympic Games, may any athlete, coach, official, press attaché or any other accredited participant act as a journalist or in any other media capacity (IOC 2004, Article 51, Bye-Law 3)” The Olympics as a Movement or a Media Event? <ul><li>The Olympic Games are governed by the IOC </li></ul><ul><li>In the 1970s, financial crisis </li></ul><ul><li>Since the 1980s, the financial viability of the Games is secured by the Olympic marketing programme, which combines the negotiation of exclusive media and global sponsorship rights </li></ul><ul><li>Media rights - focus on broadcasting </li></ul><ul><li>Strictly regulated media accreditation process </li></ul>
    6. 17. <ul><li>HOST CITY </li></ul><ul><ul><li>Coverage of local, regional and national stories </li></ul></ul><ul><ul><li>Transformation of international perceptions </li></ul></ul><ul><ul><li>Economic investment after the Games within the region </li></ul></ul>Competing Olympic Agendas? <ul><li>INTERNATIONAL OLYMPIC COMMITTEE </li></ul><ul><ul><li>Coverage of official sport competitions </li></ul></ul><ul><ul><li>Brand protection and consolidation </li></ul></ul>
    7. 20. Competing Olympic Agendas?
    8. 21. HOST CITY Non-Accredited Media Centre Competing Olympic Agendas? INTERNATIONAL OLYMPIC COMMITTEE Main Press Centre International Broadcast Centre
    9. 39. From Non-Accredited to New Media at the Olympics
    10. 41. “ The media services especially those for the non-accredited media won high appraise for their success in promoting the new images of Greece and Athens. The Zappeion Press Center was set up to accommodate all foreign media representatives who wish to cover contemporary Greece before and during the 2004 Olympic Games, especially those not accredited to the Organizing Committee Athens 2004. It was founded and organized by the Greek Government independently from the press services organized by the IOC and the Organizing Committee Athens 2004. As indicated by the research results, the images of Greece have been greatly enhanced after the Olympic Games especially in terms of creativity, high quality of services and stability.” (BOCOG) For the first time, an Olympic host is bringing the non-accredited into the official Organizing Committee provision
    11. 42. “ The media services especially those for the non-accredited media won high appraise for their success in promoting the new images of Greece and Athens. The Zappeion Press Center was set up to accommodate all foreign media representatives who wish to cover contemporary Greece before and during the 2004 Olympic Games, especially those not accredited to the Organizing Committee Athens 2004 . It was founded and organized by the Greek Government independently from the press services organized by the IOC and the Organizing Committee Athens 2004. As indicated by the research results, the images of Greece have been greatly enhanced after the Olympic Games especially in terms of creativity, high quality of services and stability.” (BOCOG)
    12. 43. Article 1 These Regulations are formulated to facilitate reporting activities carried out in accordance with the laws of the People's Republic of China by foreign journalists in China to advance and promote the Olympic Spirit during the Beijing Olympic Games and the preparatory period. Article 2 These Regulations apply to reporting activities carried out by foreign journalists covering the Beijing Olympic Games and related matters in China during the Beijing Olympic Games and the preparatory period. The Beijing Olympic Games mentioned in the Regulations refer to the 29th Olympic Games and the 13th Paralympic Games. Article 3 Foreign journalists who intend to come to China for reporting should apply for visas at Chinese embassies, consulates or other visa-issuing institutions authorized by the Ministry of Foreign Affairs of China. Foreign journalists who hold valid Olympic Identity and Accreditation Cards and Paralympic Identity and Accreditation Cards are entitled to multiple entries into the territory of the People's Republic of China with visa exemption by presenting Olympic Identity and Accreditation Cards, together with valid passports or other travel documents. Article 4 Foreign journalists may bring a reasonable quantity of reporting equipments into China duty free for their own use. The aforementioned equipments should be shipped out of China's territory at the end of their reporting activities. To bring into China reporting equipment duty free for their own use, foreign journalists should apply for the Equipment Confirmation Letter at Chinese embassies or consulates and present the Equipment Confirmation Letter together with a J-2 visa when going through customs inspection. Foreign journalists who hold Olympic Identity and Accreditation Cards and Paralympic Identity and Accreditation Cards may present the Equipment Confirmation Letter issued by the Organizing Committee of the 29th Olympic Games when going through customs inspection. Article 5 For reporting needs, foreign journalists may, on a temporary basis, bring in, install and use radio communication equipment after completing the required application and approval procedures. Article 6 To interview organizations or individuals in China, foreign journalists need only to obtain their prior consent. Article 7 Foreign journalists may, through organizations providing services to foreign nationals, hire Chinese citizens to assist them in their reporting activities. Article 8 The media guide for foreign journalists of the Beijing Olympic Games shall be formulated by the Organizing Committee of the 29th Olympic Games in accordance with these Regulations. Article 9 These Regulations shall come into force as of 1 January 2007 and expire on 17 October 2008. REGULATIONS ON REPORTING ACTIVITIES IN CHINA BY FOREIGN JOURNALISTS DURING THE BEIJING OLYMPIC GAMES AND THE PREPARATORY PERIOD
    13. 44. Digital January 2007: 137m Internet users Overtake number of US users in 2 yrs Beijing: 5m users; 30.4% Beijing: Under 30 = 72.1%
    14. 52. <ul><li>Olympic Games as a focal point for discourse about economic, social and cultural transformations. </li></ul><ul><li>New media can re-embed Olympics within cultural landscape (beyond sport). </li></ul><ul><li>NAMC remains a covert operation from the perspective of sponsors, broadcasters and, to a large extent, the IOC (eg. they do not evaluate plans for NAMCs). </li></ul><ul><li>The Beijing Olympics foregrounds the tensions between controlling media narratives and embracing the participatory potential of new media. </li></ul><ul><li>IOC must find ways to re-negotiate its priorities within media management. </li></ul><ul><li>NAMC as central to Olympic functioning, responding to local interest. </li></ul><ul><li>Proliferation of ‘citizen journalism’ might make redundant the value of a NAMC. </li></ul>Discussion: Neither Alternative, Marginal, nor Minor. New Media at the Olympics: From Beijing 2008 to London 2012
    15. 53. a phenomenon which involves infiltrating the privileged position of traditional media organizations either within a fixed media event or through new media platforms and, usually, via a combination of the two, by the citizen-non-journalist. Ambush media is constituted by three key processes: a) piggyjacking on the intellectual property of traditional media to generate competing attention, b) reversing the direction of interrogation towards traditional media and then broadcasting the results, often before traditional media and c) infiltrating physical environments that have been traditionally reserved for traditional media. Ambush Media New Media at the Olympics: From Beijing 2008 to London 2012
    16. 54. Thanks beatriz garcia university of liverpool The British Academy Daniel Dayan, EHESS Monroe Price, Annenberg School of Communication Tian Zhihui, Communication University of China

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