新媒体背景下的业余体育赛事传播研究

发布时间：2018-04-29 10:01

本文选题：新媒体 + 业余赛事　；参考：《西安体育学院》2017年硕士论文

【摘要】：新媒体时代,传媒日新月异,不论是传播内容还是传播形式,传播者与受众的界限被打破,受众地位大幅提高,大众的喜好、声音有机会得到倾听,摸清受众的喜好、口味成了新媒体时代的生存之道,自媒体空前繁荣起来,传播内容纷繁、创新方式层出不穷,让新闻传播来到一个新阶段。作为新闻当中重要分支,体育无疑受到新媒体的强烈冲击,呈现出紧跟潮流的传播面貌。恰逢全民健身在这个时候被提出来,群众体育在国家层面开始得到重视。一方面,职业体育的新媒体传播早已成熟并拥有大批受众,具有一套实际运用行之有效的传播手段;一方面全民健身的提出已有数年,各地火热开展业余赛事的同时,新媒体也在对其起着推波助澜的扩散作用。业余赛事的传播将更有赖于新媒体,赛事传播者将如何运用新媒体及其丰富灵活的手段方式吸引受众,达到宣传自身推动全民健身体育产业目标,获得经济与文化双丰收,成了本文的主要研究内容。本文通过新媒体传播业余赛事的研究,运用文献资料法、案例分析法、问卷调查法、逻辑分析法,对新媒体的业余体育赛事传播进行分析和探讨,得出了以下研究结论:(1)新媒体的功能特性与业余赛事传播中受众的需求十分契合,新媒体已成为业余体育赛事传播的主流,比传统媒体更符合时代需要。(2)全民健身体育产业政策下的业余赛事开展火热,结合举办地特色如景区、特产、传统文化等对赛事进行传播,对相关产业拉动明显。新媒体中融入传统媒体的专业化报道,会带来更好传播效果。(3)新媒体对业余赛事的报道量及报道形式不够丰富,对新媒体形式多样的传播特性利用不足。为实现赛事传播内容、方式、风格的多样化,相关新闻从业人员应具有多方面的知识与技能。体育产业风潮下,业余体育赛事传播应有赛事赞助、营销意识,在传播中融入营销。(4)新媒体时代,受众自我展现心理、群体认同感、价值感来到空前高度,体育受人们关注程度较高,且关注媒介以新媒体为主,但用户对新媒体提供的业余赛事内容不够满意。新媒体的受众群体年龄分布较为单一,多集中在20岁以下的学生人群,其次是20-40岁大学生及社会人群。建议加强对中老年受众群体的开发力度。
[Abstract]:In the era of new media, the media are changing with each passing day. Whether it is the content or the form of communication, the boundary between the communicator and the audience has been broken, the status of the audience has been greatly improved, and the public's preferences and voices have had the opportunity to be heard, to find out the audience's preferences. Taste has become the survival of the new media era, since the unprecedented prosperity of the media, the spread of numerous content, innovative ways emerge in endlessly, so that news dissemination to a new stage. As an important branch of news, sports is undoubtedly strongly impacted by the new media. Just when the national fitness was proposed at this time, mass sports at the national level began to be valued. On the one hand, the new media dissemination of professional sports has long been mature and has a large audience, with a set of practical and effective means of communication; on the other hand, the national fitness has been put forward for several years, while amateur events are being carried out in various places. New media is also playing a role in promoting its diffusion. The spread of amateur events will depend more on new media. How will event communicators use new media and their rich and flexible means to attract audiences, and achieve the goal of promoting their own fitness and sports industry for all, so as to achieve a bumper economic and cultural harvest? Has become the main research content of this paper. Through the study of amateur sports events spread by new media, this paper analyzes and discusses the spread of amateur sports events in new media by using the methods of literature, case analysis, questionnaire investigation and logic analysis. The following conclusions are drawn: 1) the functional characteristics of the new media are in line with the needs of the audience in amateur sports events, and the new media has become the mainstream of amateur sports events communication. Compared with the traditional media, it meets the needs of the times. 2) the amateur sports events under the policy of national fitness sports industry are hot, combined with the characteristics of the host areas such as scenic spots, specialty products, traditional culture, etc. The professional reporting of new media will bring better communication effect.) the amount and form of new media reports on amateur events are not rich enough, and the new media forms of various communication characteristics are not enough to make use of. In order to achieve the diversity of the content, way and style, the relevant journalists should have a variety of knowledge and skills. Under the sports industry tide, the amateur sports event dissemination should have the event sponsorship, the marketing consciousness, melts into the marketing. 4) the new media age, the audience self-display psychology, the group identity, the value sense arrives unprecedented high, People pay more attention to sports and pay more attention to the new media, but the users are not satisfied with the amateur content provided by the new media. The age distribution of the new media audience group is relatively single, mostly concentrated in the students under 20 years old, followed by 20-40 years old college students and social groups. It is suggested that the development of the middle-aged and aged audience groups should be strengthened.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G80-05

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