体育媒体影响力研究

发布时间：2018-01-18 14:41

本文关键词：体育媒体影响力研究　出处：《安徽工程大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济全球化和世界一体化的发展,世界媒介格局发生着深刻的调整和改变。我国加入WTO以来,在经济全球化的推动下,媒介市场日益开放,媒体产业有了更大的发展空间,媒体与世界的联系更为紧密。在新的媒介环境下,媒体的影响力再一次成为媒介研究的重点。国家对体育产业的战略升级迎来了体育产业发展的春天,体育媒体作为体育产业的重要组成部分,在拉动体育产业的发展、推动体育事业发展中都发挥着重要作用。体育媒体的影响力决定着体育媒体在国际国内发展的影响力,正确评估体育媒体的影响力,对体育产业的发展尤为重要。本文在进行了有关媒介影响力及媒介影响力评估方法的文献回顾及学习梳理之后,首先对评估体育媒体影响力的指标进行了选择和论述,然后以选定的五个指标为基础对我国体育媒体影响力的发展现状进行了一次实证调查。通过对调查数据进行统计整理,文章首先对不同调查对象的体育媒体接触行为进行分析,然后在此基础上对体育媒体影响力的现状进行综合分析,得出以下四点结论:一是整体上体育电视频道媒体影响力最大,主要得益于受众规模;二是体育媒体的平均接触时间、媒介可信度、意见领袖比率和受众参与度四个指标差距较小,受众参与度整体欠缺;三是专业体育媒体深度和高度均高于综合体育媒体,CCTV-5一家独到;四是体育媒体的影响力与经济发展水平相关。针对体育媒体影响力发展现状,对我国体育媒体的发展提出以下建议:一是树立正确的定位策略,加强目标市场精准化定位;二是提升内容生产力,增强核心竞争力;三是提升受众参与度,增强体育媒体的影响力;四是紧跟体育产业扶持政策,促进体育媒体发展。
[Abstract]:With the development of economic globalization and the integration of the world, the world media pattern has undergone profound adjustment and change. Since China's entry into WTO, the media market has become increasingly open under the impetus of economic globalization. Media industry has a greater space for development, the media and the world more closely linked. In the new media environment. The influence of the media has once again become the focus of media research. The strategic upgrading of the national sports industry ushered in the spring of the development of the sports industry, sports media as an important part of the sports industry. The influence of sports media determines the influence of sports media in the international and domestic development, and correctly evaluate the influence of sports media. It is particularly important to the development of sports industry. This paper reviews the literature on media influence and media influence evaluation methods and studies. First of all, the evaluation of sports media impact indicators are selected and discussed. Then on the basis of the five selected indicators, this paper carries out an empirical survey on the current situation of the development of sports media influence in China. Through the statistical analysis of the survey data. The article first analyzes the sports media contact behavior of different survey objects, and then analyzes the current situation of sports media influence on this basis. Draw the following four conclusions: first, the sports TV channel media influence is the largest, mainly thanks to the audience size; Second, the average contact time of sports media, media credibility, opinion leader ratio and audience participation ratio of the four indicators difference is small, audience participation degree as a whole lack; Third, the depth and height of professional sports media are higher than CCTV-5. Fourthly, the influence of sports media is related to the level of economic development. In view of the current situation of the development of sports media influence, the following suggestions are put forward to the development of sports media in China: first, to establish a correct positioning strategy. Strengthen the precision positioning of the target market; Second, to enhance the content productivity and enhance the core competitiveness; Third, enhance the audience participation, enhance the influence of sports media; Fourth, follow the sports industry support policy, promote the development of sports media.
【学位授予单位】：安徽工程大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G80-05

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