广东地区三家CBA俱乐部媒体服务比较研究

发布时间：2018-05-24 04:19

本文选题：体育传播 + CBA联赛　；参考：《武汉体育学院》2015年硕士论文

【摘要】：媒体作为一个传播者的角色,在体育赛事中的重要性不容忽视。2004年6月,面对不断增长的媒体注册人数和媒体对北京奥运会超高的关注度,北京奥组委在筹备早期成立了媒体运行部,基于主办国合同条款,根据国际奥委会媒体技术指南的具体要求和奥运会国际惯例,建立了北京奥运会媒体运行组织体系。该届奥运会运作的规范及成功,标志着媒体服务已经正式成为大型赛事中必不可缺的部分。在这之后,“媒体服务”这一概念逐渐为国内体育组织和媒体所熟悉,广州亚运会的成功举办使得我国的媒体服务领域又上升到了一个新的高度。随后,媒体服务理念与标准被引入到国内联赛中来。在我国的几大体育联赛中,CBA(中国男子篮球职业联赛)是我国水平最高的篮球联赛,现阶段一共有20支队伍参赛,在未来的数年内还会不断地扩军。该联赛在中国知名度高、覆盖面广、受众数量多、受关注度较高,且有众多人们耳熟能详的球员。在广东地区,佛山龙狮篮球队的媒体服务是按照国际大赛的标准设定的,受到众多记者的好评;东莞新世纪队近两年比较重视媒体服务,有一定的上升空间;而广东东莞银行队则在这一方面稍弱一些。本文全面分析了这三支俱乐部媒体服务工作的基本现状、现存问题以及发展对策。文章对发端于国内学界的“媒体服务”概念,进行了全面系统的阐述,使之在CBA媒体服务工作中具有更强的可操作性。文章指出,媒体是被服务的客户,体育组织为媒体提供的服务既有有形产品,也包括无形产品。无论是哪一种,最终的目的都是为媒体提供工作便利,并创造良好的工作条件。媒体服务水平将直接影响到媒体报道的整体效果,同时媒体服务的运营管理还直接关系到记者及其社会舆论对赛事组织工作成功与否的评价。本文运用新闻学、传播学等多学科知识,采取比较研究、文献资料、个案研究、实地考察等多种方法,并依据议程设置、公共关系学以及组织行为学等理论的支撑,集中研究了四个方面的问题:一是整体阐述了我国媒体服务产生的背景以及CBA媒体服务的发展情况;二是从硬件、软件、活件三个方面横向比较分析了三家俱乐部的媒体服务工作现状,再从场馆设施、新闻服务、人力资源等具体方面进行了纵向比较;三是扼要梳理了三家CBA俱乐部媒体服务工作存在的主要问题及完善建议;四是有针对性地提出了CBA俱乐部媒体服务基本模式以及CBA俱乐部媒体服务的发展趋势。本文的创新点体现在三个方面:一是首次以同一省份、不同发展阶段的三家CBA俱乐部媒体服务现状为主体进行研究;二是指出了媒体服务工作对于CBA俱乐部的重要性;三是有针对性地提出了CBA俱乐部媒体服务基本模式,如硬件设施应考虑不同类型媒体的实际需求,新闻及信息服务应保持内容的准确全面及持续性,人力资源上保持一定的专业性。文章指出,由于媒体在赛事中起到了重要的作用,良好的媒体关系有益于CBA球队的宣传发展,媒体服务便成为了CBA俱乐部工作中不可缺少的一个部分。其总体发展趋势是专业团队模式更加普及、微信等社交新媒体的应用更为广泛,并且对国内外优秀媒体服务工作的学习与借鉴程度会越来越深。
[Abstract]:As a disseminator, the importance of the media in sports events should not be ignored in June.2004. In the face of the increasing number of media registrations and media attention to the Beijing Olympic Games, the Beijing Olympic Organizing Committee established the media operation Department in early preparation, based on the host country contract terms, according to the International Olympic Committee media technical guide The specific requirements of the Olympic Games and the international practice of the Olympic Games have established the organization system of the media operation of the Beijing Olympic Games. The standardization and success of the operation of the Olympic Games symbolized that the media service has become an essential part of the large-scale events. After that, the concept of "media service" is gradually familiar to the domestic sports organizations and media. The successful hosting of the State Asian Games has made our media service field up to a new height. Then, the concept and standards of media services are introduced into the domestic league. In China's major sports league, CBA (Chinese men's basketball professional league) is the highest level of the basketball league in China, and there are 20 teams of Wu Shen at the present stage. In the next few years, the competition will continue to expand in the next few years. The league has high popularity in China, wide coverage, a large number of audiences, high attention, and a large number of well known players. In Guangdong, the media service of the Foshan dragon and lion basketball team is set in accordance with the standards of international competitions and is well received by many journalists; the Dongguan Miocene The discipline team has paid more attention to media service in the last two years and has a certain increase in space, while the Dongguan Bank of Guangdong is a little weaker in this respect. This article comprehensively analyzes the basic status, existing problems and Development Countermeasures of the three clubs' media service work. The article has carried out a comprehensive study on the concept of "media service", which originated in the domestic academia. The system is elaborated to make it more operable in the CBA media service. The article points out that the media is a service customer, and the service provided by the sports organization has both tangible and intangible products. Whatever it is, the ultimate goal is to provide the media with the convenience of work and to create good working conditions. The level of body service will directly affect the overall effect of media coverage. At the same time, the operation and management of media services is directly related to the success or failure of the press and its public opinion on the success of the organization of the events. This paper uses the multidisciplinary knowledge of journalism, communication and other subjects, and takes a variety of aspects, such as comparative research, literature, case study, field investigation, and so on. According to the support of the agenda setting, public relations science and organizational behavior theory, the paper focuses on four aspects: first, it expounds the background of the media service in China as well as the development of CBA media service, and two, compares and analyses the media clothes of the three clubs from three aspects of hardware, software and living parts. The current situation of service work, and then from the venues, facilities, news services, human resources and other specific aspects of the longitudinal comparison; three is briefly combed the three CBA Club media service work of the main problems and perfect suggestions; four is targeted to put forward the basic mode of CBA Club media services and the development of CBA Club media services. The innovation point of this article is embodied in three aspects: first, the first is the research on the media service status of three CBA clubs in the same province and different stages of development; two is the importance of media service to CBA Club; three is the basic model of CBA Club media service, such as hardware facilities. The actual needs of different types of media should be taken into consideration. The news and information service should keep the content accurate, comprehensive and continuous, and maintain a certain professionalism in the human resources. The article points out that the media has played an important role in the competition, and the good media relationship is beneficial to the promotion and development of the CBA ball team, and the media service has become the CBA music. The overall development trend of the Department is that the professional team model is more popular, the application of the new social media such as WeChat is more extensive, and the learning and learning of the excellent media service at home and abroad will become more and more deep.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G841

【参考文献】