国内视频分享网站优酷网体育频道的现状及发展策略研究

发布时间：2018-01-25 04:31

本文关键词： 视频分享网站体育频道优酷网　出处：《上海体育学院》2010年硕士论文　论文类型：学位论文

【摘要】： 伴随卫星通讯、数字化、多媒体和计算机网络等技术的发展出现了新型传播媒介,演变成一个多媒体、多渠道、全方位、立体化的传播结构。现代体育与新型的传播媒介携手,相互整合,共生共存,形成了丰富的信息空间。计算机从Web1.0时代到Web2.0时代的转变,我国的视频分享网站取得了迅速的发展,早已成为网民网络生活的重要组成部分,也成为网络传播时代的新潮流。体育频道作为其重要的一支,拥有庞大的用户群体和巨大的商业应用前景,备受研究者及工业界的关注。研究者往往从宏观的角度提出视频分享存在的问题,针对体育频道的深入研究很少。本文选择国内具有代表性的主流视频分享网站优酷网体育频道的视频作为研究对象。研究前期,笔者对2009年4月份视频分享网站优酷网体育频道进行试验性的数据收集；确定选题后,为了数据的连续性,笔者对2009年8、9月份优酷网体育视频数据进行比较完整的收集；研究期间,笔者同步关注优酷网体育频道的状况,对明显的修整进行记录。本文运用数理统计法,主要针对2009年8、9月份优酷网体育频道的数据,使用SPSS统计软件进行进行梳理与分析,为研究提供切实的数据。对优酷网体育频道在首页中的地位,体育频道的网页设计、体育频道头的版头条、体育视频的数量、体育视频的标题、体育视频的内容、体育视频特色栏目进行系统的研究,探析视频分享网站优酷体育频道的现状。运用文献资料法对视频分享网站的产生背景和现状进行概述,从传播学的角度,对体育视频进行定义,总结视频分享网站体育频道的特点。运用访谈法,对业内专业人士进行访谈,从而获知有关视频分享网站体育频道的专业意见。研究发现视频分享网站优酷网体育频道的内容存在以下问题：体育频道主页空白区域浪费页面资源,体育频道主页多数体育视频更新缓慢,体育视频内容偏向刺激暴力,非体育视频的充数,视频分类、标签、专辑内容不明确,体育广告视频的虚假点击量,体育视频使用密码观看有悖分享精神。本文通过对视频分享网站优酷网体育频道现状的初步探索,针对以上问题,提出三点发展策略。根据认知心理学理论,体育频道在满足受众需要的前提下,应该合理使用体育频道主页的页面；根据网络传播学中的“把关”理论,视频分享网站作为视频发布的主体,有责任和义务承担“施控”的职能,发布符合国家法律法规标准的体育视频；根据网络传播学“噪音”理论,为了形成良好的传播环境,视频分享网站体育频道应该进行规范化管理。
[Abstract]:With the development of satellite communication, digitization, multimedia and computer network, a new media has emerged, which has evolved into a multimedia, multi-channel, all-around. Three-dimensional communication structure. Modern sports and new media hand in hand, mutual integration, symbiotic coexistence, formed a rich information space. Computer from the Web1.0 era to the Web2.0 era of change. China's video sharing website has made rapid development, has become an important part of the network life of Internet users, but also become a new trend in the era of network communication. Sports channels as an important part of it. With a large number of users and huge prospects for commercial applications, researchers and industry pay close attention to it. Researchers often put forward the problems of video sharing from a macro perspective. There is little in-depth research on sports channels. In this paper, the representative of the mainstream video sharing website Youku Sports Channel video as the research object. The author carries on the experimental data collection to the April 2009 video sharing website Youku sports channel; After determining the topic, for the continuity of the data, the author collected the sports video data of Youku in 2009 and September. During the study, the author pays attention to the situation of Youku Sports Channel and records the obvious dressing. This paper mainly focuses on the data of Youku Sports Channel in 2009 and September by using mathematical statistics. The use of SPSS statistical software to comb and analyze, for the study to provide practical data. On the Youku sports channel in the home page status, sports channel web design, sports channel front page headlines. The number of sports video, sports video title, sports video content, sports video features column for systematic research. Analyze the video sharing website Youku sports channel status quo. Use the method of literature to summarize the background and current situation of video sharing website, from the perspective of communication, the definition of sports video. This paper summarizes the characteristics of sports channel of video sharing website, and uses interview method to interview professionals in the industry, so as to get professional opinions about sports channel of video sharing website. The study found that video sharing website Youku sports channel content has the following problems: sports channel home page blank area waste page resources sports channel home page most sports video update slow. Sports video content tends to stimulate violence, non-sports video fill, video classification, labels, album content is unclear, sports advertising video false click. Sports video using password to watch is contrary to the spirit of sharing. This article through the video sharing website Youku sports channel status quo preliminary exploration, in view of the above problems, proposed three development strategies, according to cognitive psychology theory. Under the premise of satisfying the needs of the audience, the sports channel should use the page of the main page of the sports channel reasonably; According to the theory of "gatekeeper" in network communication, video sharing website, as the main body of video release, has the responsibility and obligation to take on the function of "control" and release sports video in accordance with the national laws and regulations. According to the theory of "noise" in network communication, in order to form a good communication environment, sports channel of video sharing website should be standardized management.
【学位授予单位】：上海体育学院
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G206-F

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