我国体育微直播的现状、特征及价值研究

发布时间：2018-04-10 03:41

本文选题：新媒体　切入点：微文化　出处：《上海体育学院》2017年硕士论文

【摘要】：从2009年8月我国第一家提供微博服务的门户网站新浪网推出“新浪微博”,微博的发展与普及使得我们的社会进入了直播时代,“微直播”的概念进入人们的生活。微直播是微博直播的简称,顾名思义,即在微博平台上开展的直播活动。体育微博是传播体育赛事、服务体育赛事的重要的新媒体平台,而微直播作为微博的衍生品,在传播体育信息方面,将会给国内开发新媒体乃至全媒体平台提供一个非常好的借鉴。现阶段体育微直播主要是由体育媒体的官方微博发起,内容也多为大型体育赛事,如世界杯、欧洲杯、奥运会等;除此之外,个人或企业有时也会通过注册微博帐号、微信公众号平台等,参与发起与体育相关的微直播,并呈现出不断发展壮大的趋势。现如今,微直播的概念已经不再仅仅局限于微博的层面了,包括微信和微电影在内的多种“微”载体都在探索如何利用自身的优势来在体育微直播的大潮下留下浓墨重彩的一笔。本研究以社会学、大众传播学、体育传播学等相关理论为指导,以三大新浪官方微博(CCTV5、腾讯体育、新浪体育)为研究对象,以其在大型赛事(2016年欧洲杯、2016年奥运会)期间的微博直播信息为研究内容,采用文献研究法、内容分析法等研究方法,对我国的体育微直播现状进行研究,研究结果如下:1.目前以体育官方媒体微博为代表的体育微直播运营者定位比较准确,体育微直播内容以定期的大规模的单项和综合性赛事为主,辅以年度制的单项赛事,已经形成了较为系统的运营周期,且运营现状比较良好;2.在传播渠道方面,体育微直播已经从原本的微博平台逐渐向其他更加多元化的平台,例如微信等进行转移;3.体育微直播的运营者在制定与受众之间的互动策略时更加注重把握细分的受众需求,相比于以往的大众传媒对传统高端文化的全盘舍弃,体育微直播则在弘扬体育精神的同时激发出人们内心对于群体意识和归属感的认知,以及爱国主义情怀的释放;4.体育微直播具有内容选择的自主性、话语交流的实时互动性、受众的情景当下感受性和传播内容的延展性等特征;5.体育微直播本身也蕴含着相当大的经济价值、社会价值和体育文化传播价值,只要继续坚持以人为本、以受众为本,重视受众反馈,制定适当的营销策略,其未来的发展潜力将极其巨大。
[Abstract]:From August 2009, the first Chinese portal to provide Weibo's services, Sina.com, launched "Sina Weibo". The development and popularization of Weibo made our society enter the era of live broadcasting, and the concept of "micro-broadcast" came into people's lives.Microbroadcast is the abbreviation of Weibo live broadcast, just as the name implies, namely the direct broadcast activity carried out on the platform of Weibo.Sports Weibo is an important new media platform for spreading sports events and serving sports events. As a derivative of Weibo, microbroadcast is used to disseminate sports information.Will provide a very good reference for the domestic development of new media and even the whole media platform.At this stage, sports microbroadcast is mainly initiated by the official Weibo of the sports media, and the content is mostly for large-scale sports events, such as the World Cup, the European Cup, the Olympic Games, and so on. In addition, individuals or enterprises sometimes sign up for Weibo accounts.WeChat Official account platform, participate in the launch of sports-related microbroadcast, and showing a growing trend.Nowadays, the concept of microbroadcast is no longer confined to Weibo.Many kinds of microcarriers, including WeChat and micro-movies, are exploring how to make use of their own advantages to leave a bright picture under the tide of sports microbroadcast.This study is guided by the relevant theories of sociology, mass communication, sports communication and so on, and takes the three major official Sina Sina official Weibo, Tencent Sports, Sina Sports as the research objects.Based on the live broadcast information of Weibo during the large-scale events (Euro 2016, 2016 Olympic Games), the present situation of sports microbroadcasting in China is studied by the methods of literature research and content analysis. The results are as follows: 1.At present, sports microbroadcast operators, represented by Weibo, the official sports media, are relatively accurate in their positioning. The content of sports microbroadcast is dominated by regular large-scale single and comprehensive events, supplemented by annual single events.Has formed a more systematic operation cycle, and the status quo is relatively good.In terms of transmission channels, sports microbroadcast has gradually shifted from the original Weibo platform to other more diversified platforms, such as WeChat.The operators of sports microbroadcast pay more attention to grasp the needs of the audience when they make the interactive strategy with the audience, compared with the mass media in the past, they abandon the traditional high-end culture completely.Sports microbroadcast will promote the spirit of sports at the same time stimulate people's inner sense of group awareness and sense of belonging, as well as the release of patriotic feelings.Sports microbroadcast is characterized by the autonomy of content selection, the real-time interaction of discourse communication, the audience's situational sensitivity and the extensibility of the communication content.Sports microbroadcast itself also contains considerable economic value, social value and sports cultural dissemination value, as long as we continue to adhere to people-oriented, audience oriented, attach importance to audience feedback, formulate appropriate marketing strategies.Its future development potential will be extremely huge.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G80-05

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