门户网站里约奥运会微信传播研究

发布时间：2018-06-21 15:28

本文选题：门户网站 + 里约奥运会　；参考：《沈阳体育学院》2017年硕士论文

【摘要】：随着移动互联网技术的迅速崛起及新媒体时代的到来,使得体育新闻传播渠道由PC端向APP端靠拢。以微信为代表的新媒体APP也逐渐成为体育赛事新闻传播的主要途径之一。门户网站为寻求自身的可持续发展,以大型体育赛事为契机,与微信联合以期利益最大化。因此,本论文以2016年里约奥运会为契机,新浪、腾讯、搜狐和网易四大门户网站微信新闻报道为主要研究内容,运用内容分析法、比较分析法等研究方法,通过对门户网站里约奥运会微信新闻传播发展的现状、遇到的困境及发展变革路径的深度解析,达到对门户网站大型体育赛事新闻传播发展起到参考的目的。门户网站里约奥运会微信传播应用现况:传播主体分为原创和转载,其中原创占主体;传播内容分为赛事新闻、非赛事新闻、赛事活动、其他(数据新闻),其中非赛事新闻占主体,娱乐性强;传播形式分为视觉符号和界面设计,视觉符号以单一的为主,界面设计参差不齐;用户体验:分享互动和个性定制丰富多彩;传播效果:活跃度和关注度差异显著,新浪较好。通过现状的分析,得出门户网站里约奥运会微信传播的困境:传播主体层面,微信新闻传播主体的多元化导致把关的弱化或缺失,以及赛事的版权问题;传播内容倾斜严重,过于娱乐化,同时内容同质化现象较为突出,项目结构失衡;传播形式层面,传播手段单一降低受众阅读体验,以及界面设计创新不足;传播效果层面,受众的互动乏力、竞争不足影响传播效果。针对困境提出门户网站奥运会微信新闻传播的变革路径:传播主体层面,构建多重监管体系进行多重把关,以及版权分销与自制短视频同时进行;传播内容层面,传播内容要精准来提高新闻质量,同时要革新传统理念寻求特色;传播形式层面,传播手段要多样化,创新界面设计来吸引受众;传播效果层面,加强互动和反馈来提升竞争力。
[Abstract]:With the rapid rise of mobile Internet technology and the arrival of new media era, sports news communication channels from PC to app. The new media app represented by WeChat has gradually become one of the main ways to spread news of sports events. In order to seek its own sustainable development, the portal website combines with WeChat to maximize the benefits. Therefore, this paper takes the 2016 Rio Olympic Games as the opportunity, Sina, Tencent, Sohu and NetEase four portals WeChat news reports as the main research content, using content analysis, comparative analysis and other research methods. Through the analysis of the current situation of the news dissemination of the portal website of the Rio Olympic Games WeChat, the difficulties encountered and the path of development and transformation, the purpose of this paper is to provide a reference for the development of news dissemination of large-scale sports events on the portal site. Current status of WeChat Communication Application in the Rio Olympic Games: the main body of communication is original and reprinted, and the content of communication is divided into event news, non-event news, event activity, Other (data news, in which non-event news is the main body, entertainment is strong; communication forms are divided into visual symbols and interface design, visual symbols are single, interface design is uneven; User experience: sharing interaction and personality customization rich and colorful; Communication effect: significant difference in activity and attention, Sina is better. Through the analysis of the present situation, we can get the plight of the communication of WeChat in Rio Olympic Games: the main body of communication, the diversification of the main body of WeChat news communication leads to the weakening or missing of the gateways, and the copyright of the competition, and the content of communication is inclined seriously. Too much entertainment, at the same time the content homogenization phenomenon is more prominent, the project structure imbalance; communication form level, communication means to reduce the audience reading experience, and interface design innovation is insufficient; communication effect level, audience interaction is weak, Lack of competition affects the effect of communication. In view of the plight of the portal Olympic Games WeChat news transmission reform path: the main level of communication, building a multi-level regulatory system to carry out multiple gateways, and copyright distribution and homemade short video at the same time; spread content level, The content of communication should be accurate to improve the quality of news, at the same time, the traditional idea should be innovated to seek its own characteristics; at the level of communication form, the means of communication should be diversified, and the design of interface should be innovated to attract the audience. Enhance interaction and feedback to enhance competitiveness.
【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】