腾讯网里约奥运会传播研究

发布时间：2018-04-07 18:24

本文选题：传播　切入点：腾讯网PC端　出处：《沈阳体育学院》2017年硕士论文

【摘要】：近十年来,随着以互联网为核心的网络新媒体的普及与发展,我国在体育新闻传播的方式和特点上发生了巨大的变化,开启了网络媒体技术的新时代。到2008年网络门户成为体育赛事传播的主流媒体,2012年新闻客户端涌起,以微博为首的社交媒体将体育赛事打造成“社交传播”,2014年移动终端为用户带来了“指尖上的体育赛事”,2016年“网络直播”无疑是最赤手可热的词汇。技术上的革命带来了体育赛事不同的传播特点。腾讯网作为网络媒体时代的弄潮儿,从5亿元购买NBA版权到1亿元购买奥运新媒体版权,其在行业发展中有着举足轻重的地位。本论文以腾讯网PC端和新闻客户端为研究对象,PC端和新闻客户端二者存在紧密联系,新闻客户端又具有其鲜明特色。通过内容分析法、专家访谈法等研究方法,从传播主体、传播内容、传播形式、用户体验以及传播效果等五个方面来研究腾讯网的传播特征,尝试发现其中存在的问题,并提出切实可行的建议与方法,为腾讯网在今后体育赛事乃至整个新闻报道中提供一定的参考和借鉴。通过研究发现,腾讯网PC端和新闻客户端在传播主体上呈多元化色彩,注重原创内容;传播内容上以赛事新闻为主,非赛事新闻形式多样,原创自制视频独具风格;传播形式上突出对视频、GIF动图的运用,“内容+社交+场景”最大程度上满足用户并提供良好的体验,从评论量、转发量中看出里约奥运会期间腾讯网PC端取得了良好的传播效果,但仍旧逊色于新闻客户端。但也不可免的存在一些问题,如新闻把关力度不够、企鹅直播无比赛现场画面、自制节目同质化严重、传播内容碎片化、娱乐化现象明显以及个性化制定形成信息茧房等问题,针对问题也提出了一些建议,如多重把关,构建赛事监管体系;多元化与差异性并存,提升节目深度;技术驱动创新,在互动体验中寻求突破;改变逻辑,破除茧房;重构直播内容生态,构建立体式传播环境,逐渐舍弃PC端部分功能,在新闻客户端发力等。
[Abstract]:In the past ten years, with the popularization and development of the new network media with the Internet as the core, great changes have taken place in the way and characteristics of sports news dissemination in our country, which has opened a new era of network media technology.By 2008, the web portal had become the mainstream media for sports events, and in 2012, news clients were flooding up.Social media, led by Weibo, has turned sports events into "social media," with mobile terminals bringing "sports events at the fingertips" to users in 2014, and "live webcast" in 2016 is no doubt the hottest word of all.The revolution in technology has brought about different characteristics of communication in sporting events.QQ.com, as a pioneer in the era of network media, has played an important role in the development of the industry, from 500 million yuan to 100 million yuan for buying NBA copyright to 100 million yuan for Olympic new media copyright.This paper takes QQ.com PC and news client as the research object, and news client has its distinct characteristics.By means of content analysis, expert interview and other research methods, from five aspects of communication subject, content, form, user experience and communication effect, this paper studies QQ.com 's communication characteristics, and tries to find out the existing problems.And put forward practical suggestions and methods for QQ.com in the future sports events and even the entire news report to provide certain reference and reference.It is found that QQ.com 's PC terminal and news client have diversified color on the main body of communication and pay attention to the original content, the main content of communication is the news of the event, the form of non-event news is various, and the original self-made video has its own style.The form of communication highlights the use of video GIF motifs, "content social scenes" to maximize the satisfaction of users and provide a good experience, from the number of comments,Transmission volume shows that QQ.com during the Rio Olympic Games achieved good communication results, but still inferior to the news client.However, there are some unavoidable problems, such as insufficient news gatekeeper, penguin live broadcast without live picture of the game, serious homogeneity of self-made programs, fragmentation of dissemination content, obvious entertainment phenomenon, and individualized development of information cocoon rooms, etc.Some suggestions are also put forward, such as multiple gateways, construction of competition supervision system, coexistence of diversity and difference, promotion of program depth, innovation driven by technology, seeking breakthrough in interactive experience, changing logic and breaking cocoon house;Reconstructing the ecology of direct broadcast content, constructing a three-dimensional communication environment, gradually abandoning some functions of PC, and launching power in news client.
【学位授予单位】：沈阳体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G811.21

【参考文献】