分众视角下的体坛周报研究

发布时间：2018-03-11 05:15

本文选题：体坛周报　切入点：体育新闻　出处：《河北大学》2008年硕士论文　论文类型：学位论文

【摘要】： 体坛周报(Titan Sports)作为全国性的第一大专业体育传媒,1988年7月创刊时,发行量只有4万分左右,到2007年每期发行量突破500多万份,广告收入2亿。可以说这个研究对象是成功的范本，他的文本也是成功的,是有效传播的文本,具有研究价值。笔者通过对体坛周报文本的解读旨在得出体坛周报在“内容为王”的体育新闻理念的指导下,在受众理论的观照中,其版面、标题、文本的主要特色和优势,深入理解专业体育报的业务特点；同时指出其不足之处,以资借鉴。体坛周报的成功是经营的成功,更是理念的领先,最为重要的是这种理念下指导的新闻文本制作牢牢与受众契合,形成了莫大的优势。从社会性受众的商品化视角看,体坛周报“报纸杂志化”现象是吸引受众注意力,形成商品优势的总体策略,它头版文本颇具冲击力,版面设置对受众进一步固化,深度报道具有媒介事件化特征。作为解读型的受众接触体育新闻文本时,最先也是最直接对文本解码的部分就是体育新闻的标题。标题的主控式意义设计的得当,传播才能获得成功。主动受众无论从结构上还是社会文化上都是体坛周报最活跃的目标市场和最重视的受众群,体坛周报的文本具有述评化特征,他们向受众输出观点,而主动受众对于观点的需求大于其他受众,他们需要媒体对于事件观点的提炼,与媒体信息进行互动。类型化的媒体,尤其是体育专业媒体要创造受众价值,必须要从受众需要出发,细分受众,简化信息、优化注意；最重要的是,站在社会文化的视角，努力构建媒体与受众共同的视点,在提供信息量最大化时,提炼凝炼、传神的事件主旨与观点,固化受众的忠诚度。
[Abstract]:Titan SportsThe largest professional sports media in the country, when it started publication in July 1988, its circulation was only about 40,000. By 2007, the circulation of each issue had exceeded more than five million copies. Advertising revenue 200 million. It can be said that this research object is a model of success, his text is also successful, is an effective dissemination of the text, Through the interpretation of the text of the Sports Weekly, the author aims to draw the conclusion that under the guidance of the sports news idea of "content is king", under the guidance of the audience theory, the main features and advantages of the layout, title and text of the sports weekly newspaper are discussed. Deeply understand the professional sports newspaper business characteristics, and point out its shortcomings, in order to learn from. The success of the sports weekly newspaper is the success of management and the leading of the idea. The most important thing is that the production of news text guided by this concept is firmly in line with the audience, forming a great advantage. From the perspective of commercialization of the social audience, The phenomenon of "newspaper and magazine" in sports weekly newspaper is an overall strategy to attract the attention of the audience and form a commodity advantage. Its front page text has a strong impact, and the layout has further solidified the audience. The first and most direct decoding part of the text is the title of the sports news. The main controlling meaning of the title is properly designed. The active audience is the most active target market and the most important audience group in terms of structure and social culture. The text of the sports weekly newspaper has the characteristics of commentary, and they output their views to the audience. The active audience needs more views than other audiences. They need the media to refine the viewpoint of events and interact with the media information. If the typed media, especially the sports professional media, want to create the value of the audience, they must proceed from the needs of the audience, segment the audience, simplify the information, optimize the attention; most importantly, from the perspective of social culture, Strive to build media and audience common point of view, in providing the maximum amount of information, refining condensed, vivid event and point of view, solidified the loyalty of the audience.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G216.3

【引证文献】