我国体育纸媒微信公众平台传播现状及发展对策研究

发布时间：2018-03-10 18:47

本文选题：体育纸媒　切入点：微信公众平台　出处：《上海体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：传统媒体的发展已经正式步入衰退期,新媒体在对其造成冲击的同时,也为其转型提供了新的机遇和市场。此前,国内众多传统媒体利用以微信为主的新媒体平台实现了转型升级、跨越发展。在此背景下,体育纸媒也借机推出了各自的微信公众平台账号,掀起体育类“微传播”的高潮,其传播内容、方式等较传统体育纸媒发生了许多变化,具有研究的价值。本研究将《中国体育报》、《体坛周报》和《东方体育日报》微信公众平台的传播内容作为研究对象,基于传播学“使用与满足”理论,将其放置于我国体育纸媒发展和媒介融合的大环境中进行探讨和分析,具有一定的理论和实践意义。本文主要运用文献资料法、内容分析法、数理统计法和对比分析法,对《中国体育报》、《体坛周报》和《东方体育日报》微信公众平台2016年里约奥运会期间的全部350条推送的传播内容、形式、频率、阅读量进行全面深入的分析,以阅读量为切入点,进一步探讨体育纸媒微信公众平台的传播特点、优势及瓶颈,并给出相应的对策。通过研究发现,体育纸媒微信公众平台推送信息博而不专,包含内容杂乱多样,但缺乏体育特色与媒体自身特点;推送形式相对单一,微信公众平台新媒体功能缺乏利用;推送时间随机,媒体传播习惯、受众阅读习惯均尚待养成;阅读量影响因素众多、通过合理改善仍有提升可能。而限制体育纸媒微信公众平台传播的瓶颈主要有体育纸媒自身衰落限制其微信平台发展,推送内容缺乏专业性、权威性,推送形式简单、僵化,阅读量普遍偏少和受众群体单一。针对传播特点与瓶颈,笔者给出了以下对策:深挖平台功能,打造大数据集合;提升内容质量,重塑品牌影响力;建立推送习惯,培养用户粘性;增强纸媒竞争力,善于学习与合作,实现“报网联动”;提高媒介素养,正确看待阅读量。希望本文的研究成果,能够为体育纸媒微信公众平台在传播内容的选择和安排上提出有价值的参考和建议,实现体育纸媒与其微信公众平台良性、持续、高效的互动与发展,为其他传统媒体提供可借鉴参考的依据。
[Abstract]:The development of traditional media has formally entered a period of decline. While the new media has had an impact on it, it has also provided new opportunities and markets for its transformation. Many traditional media in China have made use of the new media platform based on WeChat to realize the transformation and upgrade and stride over the development. In this context, sports paper media have also taken advantage of the opportunity to launch their own WeChat public platform accounts, setting off the climax of sports "microcommunication". Compared with the traditional sports paper media, the content and mode of its dissemination have changed a lot and have the value of research. This study takes the content of the WeChat public platform of China Sports News, Sports Weekly newspaper and Dongfang Sports Daily as the research object. Based on the theory of "use and satisfaction" in communication science, it is of great theoretical and practical significance to put it into the environment of the development and integration of sports paper media in China. Mathematical statistics and comparative analysis were used to analyze the content, form and frequency of all 350 tweets from the WeChat Public platform of WeChat, China Sports News, Sports Weekly and Dongfang Sports Daily during the Rio Olympic Games on 2016. Through comprehensive and in-depth analysis of reading quantity, this paper further discusses the communication characteristics, advantages and bottlenecks of the public platform of sports paper WeChat with reading quantity as the starting point, and puts forward the corresponding countermeasures. Sports paper media WeChat public platform push information is rich and not specific, including content clutter and diversity, but lack of sports characteristics and media characteristics; push form is relatively single, WeChat public platform new media function lack of use; push time random, Media communication habits, audience reading habits are still to be developed, reading quantity has many factors, Through reasonable improvement, there is still a possibility of promotion. The bottleneck of restricting the public platform communication of sports paper media WeChat is mainly the decline of sports paper media itself and the development of its WeChat platform. The content of push is lack of professionalism, authority, simple and rigid push form. According to the characteristics and bottlenecks of communication, the author gives the following countermeasures: digging the platform function, building big data collection, improving content quality, reshaping brand influence, establishing push habits, Cultivate user stickiness, enhance the competitiveness of paper media, be good at learning and cooperation, realize "newspaper and web linkage", improve media literacy and view reading quantity correctly. It can provide valuable reference and suggestions for the selection and arrangement of the content of the sports paper WeChat public platform, and realize the benign, continuous and efficient interaction and development between the sports paper media and its WeChat public platform. For other traditional media to provide reference for reference basis.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G80-05

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