The duel challenge of a)non-accredited and b)new media suggests the possibility of re-constituting the established model of media representation at an Olympic Games,which also offers greater potential for the Olympics to acknowledge more fully its fundamental values.From one perspective,new media publishing,particularly as it is characterised as“citizen journalism,”is wholly consistent with the values of Olympism.However,the non-accredited media presents a challenge to the financial structure of the Olympic Movement,which is reliant upon the sale of intellectual property(ie.broadcasting rights).As such,if the NAMC continues to grow in prestige and influence,then one could foresee Olympic sponsors seeking to curtail or absorb its function.Moreover,the pressure to manage media narratives on the Games might lead to its abolition through a contractual stipulation between the IOC and the host city.We conclude that this would be devastating from the perspective of the ideals of Olympism,which should,more broadly,be characterised as the public charter through which the social role of the Olympic Movement is ensured.
Future hosts of the Olympic Games will benefit from exploring how to harness the role of the non-accredited journalists and consider strategically how best to furnish them with opportunities to tell stories about the Games.While there is often a focus on coverage during Games time,many of the non-accredited journalists are working on features which will be published soon after the Games,but which are not competing for publication space or have pressing deadlines.The NAMCs provide a dynamic setting and can deal with queries in a more flexible way than the official accredited centres.Most importantly,they offer alternative stories that allow a greater understanding of the Olympic host and can ensure a fairer representation of local communities.
Useful references：
Berkaak(1999).“In the Heart of the Volcano:The Olympic Games as Mega Drama”.In A.M.Klausen(Ed.),Olympic Games as Performance and Public Event.The Case of the XVII Winter Olympic Games in Norway(pp.49-75).New York:Bergham Books.
Cashman,R.＆Hughes,A.(1999).Staging the Olympics.The Event and Its Impact.Sydney:UNSW Press.
Curry,M.R.(1998).Digital Places:Living with Geographic Information Technologies.London,Routledge.
Dayan,D.＆Katz,E.(1994).Media Events:The Live Broadcasting of History.London:Harvard University Press.
Essex,S.and Chalkley,B.(1998),“Olympic Games:Catalyst of Urban Change”,Leisure Studies,17,187-206.
Garcia,B.and Miah,A.(2002),“The Olympics is Not a Sporting Event!Arts and Culture at the 2002 Winter Olympics”,New Media Studies.com,http://www.*****.com/?art/olympic.htm.
Getz,D.(1989).“Special Events—defining the Product”.Tourism Management,10,125-137.
IOC(1995a).“Theme 16:Media”.In Report of the IOC Evaluation Commission for the Games of the XXVIII Olympiad in 2004(pp.322-327).Lausanne:International Olympic Committee.
IOC(1995b).“Theme 18：Marketing.”In Report of the IOC Evaluation Commission for the Games of the XXVIII Olympiad in 2004.Lausanne:International Olympic Committee.
