The document discusses the role of media at the Olympics from Beijing 2008 to London 2012. It describes the traditionally strict regulation of accredited media by the IOC and competition between the IOC's agenda of controlling narratives and local host cities' goals of promoting their place. It notes how non-accredited media centers have given more access but have remained covert. The Beijing Olympics highlighted tensions around controlling versus participatory new media. The proliferation of citizen journalism may challenge the need for non-accredited centers in the future.

1. andy miah university of the west of scotland New Media at the Olympics: From Beijing 2008 to London 2012

13. Athens 2004 Olympics

14. media NOn-accredited

15. The Olympics as a Movement or a Media Event

20. Competing Olympic Agendas?

21. HOST CITY Non-Accredited Media Centre Competing Olympic Agendas? INTERNATIONAL OLYMPIC COMMITTEE Main Press Centre International Broadcast Centre

39. From Non-Accredited to New Media at the Olympics

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

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)

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

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%

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

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