| （School of Management，Beijing Sport University，Beijing 100084，China) Abstract: Based on the technology neutrality theory as the analysis tool, from the perspective of media culture study, the authors interpreted the two-sided effects of new media on Olympic culture communication: on the one hand, new media have brought multiple values to Olympic culture communication, which embody in that new me-dia enrich the way of narration of Olympic culture communication, cross the identity boundary of Olympic culture communication, and guide the scenario aesthetics of Olympic culture communication; on the other hand, new media have also brought multiple tests to Olympic culture communication, which embody in the impacts brought by new media to such aspects in Olympic culture communication as governance ability, attention maintaining, and value view inheritance etc. The authors concluded that media technology reflected in the Olympic domain plays an im-portant role in people development, social transformation and cultural transition.
Key words: Olympic culture；new media；culture communication；media culture |
