中国观众对伦敦奥运的观赛心理将不会特别狂热地强调夺金的荣誉感,态度更加理性,更关心自己喜欢的比赛项目和运动员。网民观看赛事,也由电视为主到通过网络视频、移动终端等更多渠道。时差缘故让看不到直播的观众更关注微博、SNS社区、移动互联网等新媒体。所以,伦敦奥运会的传播将显现多渠道、多点绽放的态势。 Chinese audiences’ view of the London Olympics will not be particularly fanatical about the honor of gold medal. They are more rational and more interested in their favorite games and athletes. Internet users watch the event, but also from the main TV through the network video, mobile terminals and more channels. Due to the time difference, the viewers who can not see the live broadcast pay more attention to the new media such as Weibo, SNS community and mobile Internet. Therefore, the spread of London Olympic Games will show a multi-channel, more bloom situation.