我国冰壶运动发展中的大众传媒研究

发布时间：2018-01-02 17:39

本文关键词：我国冰壶运动发展中的大众传媒研究　出处：《北京体育大学》2015年硕士论文　论文类型：学位论文

【摘要】：冰壶运动起源于14世纪的苏格兰,兴盛于加拿大。1995年冰壶由日本传入中国,主要在我国东北地区开展。近年来我国竞技冰壶成绩突飞猛进,尤其我国女子冰壶队在世锦赛上勇夺金版,提高了冰壶的社会知名度。但是冰壶在我国的群众基础还比较薄弱,缺乏冰壶专业人才,后备力量匮乏,产业建设发展迟缓,市场潜力有待进一步挖掘。2015年李克强总理政府工作报告中指出:要发展全民健身、竞技体育和体育产业,做好2022年冬奥会申办工作。北京-张家口已经联合申办了22年冬委奥运会,得到了中国政府的支持。而作为我国最有竞争力的冬季集体项目,冰壶运动的发展势在必行。目前关于冰壶的研究大多停留在竞技冰壶发展层面,大众传媒与冰壶的推广结合的研究分析基本没有。因此,本文主要目的是通过研究冰壶市场推广中的大众传媒,吸引更多的民众在媒体的宣传下,参与到冰壶运动中来,夯实群众基础,扩大冰壶市场,更好地实现冰壶运动在我国的长久发展。本研究主要运用文献资料法、逻辑分析法、数理统计法,梳理总结出我国冰壶运动的发展周期,及大众传媒与冰壶市场推广的现状。研究结论如下:1.根据笔者的分析以及对专家的访谈,把我国冰壶运动可以划分成三个发展阶段:萌芽阶段、探索阶段以及发展阶段。2.随着电视和网络媒介的广泛应用以及冰壶运动成绩的提升,冰壶的大众传媒也随之发生变化,由纸质媒介向电视以及网络转变。3.由于冰壶本身项目的特点、我国的气候条件以及我国的政策支持,冰壶项目在我国推广是可行的。4.电视和网络等大众传媒对冰壶赛事以及冰壶明星进行的宣传有利于冰壶运动在我国的发展。论文最后,针对冰壶运动的未来提几点建议。希望此项研究能为我国冰壶运动的发展普及提供一些参考和借鉴。
[Abstract]:Curling originated in Scotland in 14th century and flourished in Canada. In 1995, curling was introduced from Japan to China, mainly in Northeast China. In recent years, the achievements of competitive curling in China have been advancing by leaps and bounds. In particular, our women's curling team in the world championships won the gold version, improve the social popularity of curling. But curling in our country's mass base is relatively weak, lack of curling professionals, lack of reserve forces. In 2015, Premier Li Keqiang's government work report pointed out: to develop national fitness, competitive sports and sports industry. Beijing-Zhangjiakou has jointly bid for the Winter Olympic Games for 22 years, with the support of the Chinese government, and as the most competitive winter collective project in China. Curling sports development is imperative. At present, most of the research on curling stay in the competitive curling development level, mass media and curling promotion of the combination of research and analysis is basically not. The main purpose of this paper is to study the curling market promotion of mass media, attract more people in the media publicity, participate in curling movement, consolidate the mass base, expand the curling market. This research mainly uses the literature method, the logic analysis method, the mathematical statistics method, summarizes the development cycle of the curling movement in our country. The research conclusions are as follows: 1. According to the author's analysis and interviews with experts, the curling movement in China can be divided into three stages: embryonic stage. With the wide application of TV and network media and the improvement of curling sports achievement, the curling mass media has also changed. From paper media to television and network. 3. Because of the characteristics of curling itself, the climate conditions of our country and the policy support of our country. Curling project promotion in China is feasible. Television and network and other mass media curling events and curling star publicity is conducive to the development of curling in China. Finally. Some suggestions for the future of curling sports are put forward. It is hoped that this study can provide some references for the development and popularization of curling sports in China.
【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G862.6

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