网络舆论对运动员形象的正负效应及应对策略研究

发布时间：2018-02-16 16:17

本文关键词： 网络舆论运动员形象传播影响应对策略　出处：《成都体育学院》2014年硕士论文　论文类型：学位论文

【摘要】：在网络时代的大背景下，公众已从传统媒介时代被动的信息接收者转变为主动的信息发布者。网络舆论在继承传统舆论的特点的同时，也延续了网络的优势，逐渐成为人们参与政治、经济、文化、体育等社会生活的主要渠道。网络舆论在人们的生活方式、生存状态以及思维观念的变化中起到了重要而复杂的作用。网络舆论是由网民在一定时间空间范围内所发表的普遍意见和言论所构成，由于网络具备的零门槛准入特性，因此网络舆论被视为公众的思想和观点的代表，对社会生活具有重要的影响力。随着我国体育事业的快速发展以及运动成绩的不断提高，作为刻苦训练、在竞技赛场上为国争光的特殊群体，运动员及其形象也越来越受到公众和媒体的关注。而网络技术的发展和普及，使得网络舆论对运动员的影响也变得越发强大。了解网络舆论对运动员形象传播的重要影响，，并积极维护运动员的自身形象，进而推动体育运动的发展，已成为运动员和体育行政管理部门所关注的重要议题。网络舆论在运动员形象的传播过程中发挥着重要作用。网络舆论在传播运动员的正能量、促进运动员形象多元化解读等方面起到了积极作用。与此同时，网络舆论也对运动员形象传播带来了不可避免的负面效应，网络舆论的匿名性、扩散性的特点让运动员形象在一定情况下得不到真实、客观的传播。此外，网络舆论中常常充斥着针对运动员的妖魔化、扭曲解读以及刻板印象，也使公众对运动员形象的理解造成偏差。本文通过探讨网络舆论在运动员形象的传播中所起到的正面、负面效应，从不同角度深入剖析网络舆论和运动员形象之间的内在关系和二者之间存在种种矛盾的原因，并就如何在网络舆论的环境下维护运动员的良好形象提出有效的应对策略。
[Abstract]:In the background of the network age, the public has changed from passive information receiver to active information publisher in the traditional media era. While inheriting the characteristics of traditional public opinion, the network public opinion also continues the advantages of the network. Gradually becoming the main channel for people to participate in political, economic, cultural, sports and other social life. Internet public opinion in people's way of life, The state of existence and the change of thinking concept play an important and complicated role. Public opinion on the network is composed of the general opinions and opinions expressed by netizens within a certain time and space, because of the zero-threshold access characteristic of the network. Therefore, network public opinion is regarded as the representative of public thoughts and views, and has important influence on social life. With the rapid development of our country's sports cause and the continuous improvement of our sports achievements, as a special group of hard training and winning honor for our country in the athletic field, The development and popularization of network technology make the influence of network public opinion on athletes become more and more powerful. And actively maintain the image of athletes, and then promote the development of sports, has become an important issue of concern to athletes and sports administrative departments. Network public opinion plays an important role in the dissemination of athletes' image. Network public opinion plays a positive role in spreading athletes' positive energy and promoting the interpretation of athletes' image. The network public opinion also brings the inevitable negative effect to the athlete image dissemination, the network public opinion anonymity, the diffusive characteristic causes the athlete image under certain circumstances not to be true, the objective dissemination. In addition, Public opinion on the Internet is often filled with demonization, distortion and stereotype of athletes, which also causes deviation in public understanding of the image of athletes. This paper discusses the positive effect of network public opinion on the dissemination of athletes' image. Negative effects, from different angles, in-depth analysis of the network public opinion and the image of athletes between the inherent relationship and the existence of various contradictions between the reasons, And how to maintain the good image of athletes under the environment of network public opinion is put forward.
【学位授予单位】：成都体育学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G206

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