多媒共融 全域定位——第19届亚运会美学形象的全媒体策略

Media Convergence and Omnidirectional Dissemination: Aesthetics Strategy for the 19th Asian Games

摘要:

“亚运美学”概念的构建和提出，即为用“美”的世界性语言讲好故事，探索文化表达范式的过程。从传播学角度，探讨了第19届亚运会美学形象的全媒体策略，聚焦功能、受众、审美的信息发布策略，全域化发布赛事信息，多角度呈现体育赛事之美；运用优化媒体呈现、组织事件公关、深化空间营造等形象传播策略，全媒体传播视觉形象和办赛理念，精细描摹亚运文化之美；通过符号化表达、多主体共创、品牌化传播和跨时空传承等文化传承策略，让亚运美学联结记忆和认同，彰显持久的人文魅力。

Abstract:

The raising of the concept "Asian Games aesthetics" was a process to explore a cultural paradigm of telling good stories with the universal language of "beauty". This paper discusses the aesthetics strategy for the 19th Asian Games, which, aiming at highlighting the ever-lasting cultural glamour of the Asian Games, consists of the communication mechanisms focusing on function, audience and aesthetics, the all-media presentation of the beauty of the Asian Games with stragetic image management, and the construction of emotional link and common cognition by symbolic expression of the Asian Games aesthetics, multi-subject co-creation and brand promotion.