腾讯体育2014年索契冬奥会传播策略研究

发布时间：2018-05-04 00:17

本文选题：索契冬奥会 + 腾讯体育　；参考：《北京体育大学》2015年硕士论文

【摘要】：长期以来,传统媒体、尤其是电视媒体在我国体育新闻传播中始终占据主导地位,为新中国体育赛事推广普及,竞技价值广泛传播作出了重要贡献。近年来,随着以互联网技术为核心的网络新媒体的诞生和持续、高速发展,社会信息传播发生了翻天覆地的变化,海量化、即时性、互动传播成为网络时代信息传播的代名词,体育新闻传播亦不例外。作为体育新闻传播的重要范畴,我国大型体育赛事报道于2004年雅典奥运会首次大规模引入网络媒体报道技术,由此拉开了我国大型体育赛事报道一个高速发展和变革的时期。2008年北京奥运会门户网站抓住机遇走到台前,2012年伦敦奥运会则见证了以微博为代表的社区信息分享平台的华丽蜕变。作为伦敦奥运会之后首项重要的全球性综合体育赛事,2014年索契冬奥会引起了全世界体育迷的广泛关注。网络媒体将呈现何种形式的冬奥会报道,作为2014年巴西世界杯、2016年里约热内卢奥运会报道的前哨战,索契冬奥会将会引领怎样的大型体育赛事报道趋势和潮流,让人拭目以待。本文以腾讯体育频道2014年索契冬奥会报道策略为研究对象,综合运用文献资料法、专家访谈法、文本分析法、数理统计法和比较分析法,对本次赛事报道的传播者特点、讯息、媒介形式以及受众反馈进行分析,试图把握在当今的时代背景和媒介环境下,腾讯体育大型体育赛事报道呈现的最新特点和趋势。研究表明,腾讯网本次索契冬奥会报道呈现出以下特点：(1)体育明星主打的传播主体策略提升了信息传播的受众关注度和专业化水平；(2)腾讯大型体育赛事传播可视化趋势增强；(3)讯息处理和呈现理念的革新拓宽赛事报道的广度和深度；(4)原创新闻以及情怀化报道比例增加弥补网络新闻的内容不足；(5)传播新媒体助力体育赛事报道由PC端向手机移动端转型。值得一提的是,索契冬奥会的举办正值中国政府提出由北京、张家口联合申办2022年冬季奥林匹克运动会。索契冬奥会的成功传播经验也会对我国全民普及冰雪运动,有效推广冰雪赛事起到一定的借鉴作用。
[Abstract]:For a long time, the traditional media, especially the television media, have always occupied the leading position in the sports news dissemination in our country, which has made important contributions to the popularization of sports events and the extensive dissemination of competitive value in New China. In recent years, with the birth and sustained development of the new network media with the core of Internet technology, the social information communication has changed dramatically. The sea quantification, real-time, interactive communication has become the synonym of information dissemination in the network age. Sports news dissemination is no exception. As an important category of sports news dissemination, China's large-scale sports event coverage in 2004 Athens Olympic Games, the first large-scale introduction of network media reporting technology, This opened a period of rapid development and change in the reporting of large-scale sports events in China. The 2008 Beijing Olympic Games portal took the opportunity to come to the front of the stage, while the 2012 London Olympic Games witnessed the sharing of community information represented by Weibo. The ornate transformation of the platform. As the first major global comprehensive sporting event since the London Olympics, the 2014 Sochi Winter Olympics have attracted widespread attention from sports fans around the world. As an outpost for the 2014 World Cup in Brazil and the 2016 Rio de Janeiro Olympics, it remains to be seen what kind of trends and trends the Sochi Winter Olympics will lead to coverage of major sports events. This article takes Tencent Sports Channel 2014 Sochi Winter Olympic Games report strategy as the research object, synthetically uses the literature material method, the expert interview method, the text analysis method, the mathematical statistics method and the comparative analysis method, to this tournament report disseminator characteristic, the information, This paper analyzes the media form and audience feedback in order to grasp the latest features and trends of Tencent sports event reports under the background of the times and the media environment. Research shows that QQ.com 's report on the Winter Olympic Games in Sochi shows the following characteristics: 1) the main communication strategy of sports stars has enhanced the audience's attention and professional level of information dissemination. Innovation of message processing and presentation concept; widen the breadth and depth of the coverage of sports events; increase the proportion of original news and Huaihua reports; increase the proportion of coverage to make up for the lack of content in online news; 5) spread new media to help sports events report from the PC to the end Mobile phone mobile end transformation. It is worth mentioning that the Sochi Winter Olympics were held at a time when Beijing and Zhangjiakou jointly bid for the 2022 Winter Olympic Games. The successful spreading experience of Sochi Winter Olympic Games will also play a certain reference role in popularizing ice and snow sports and effectively popularizing ice and snow events in our country.
【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】：G80-05

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