媒介融合下CCTV-5《体育新闻》栏目现状研究

发布时间：2017-12-28 12:28

本文关键词：媒介融合下CCTV-5《体育新闻》栏目现状研究　出处：《西安体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国经济实力和互联网技术的不断增强与创新,体育实现多元化发展,人们对体育新闻的需求与日俱增,传统媒体与新媒体的发展都面临巨大挑战,对我国电视体育新闻栏目也产生了前所未有的影响。媒介融合下体育新闻栏目要想获得更好的发展,必须积极创新发展思路。CCTV-5《体育新闻》栏目,作为国内最具权威性、代表性及影响力的体育新闻栏目,能否在激烈的竞争中充分发挥自身优势,不断深化融合,走可持续发展之路,对于栏目发展有着十分重要的意义。本论文以媒介融合下栏目现状为研究对象,以实现进一步发展为研究目的,通过有关资料的收集整理,相关数据的引用及典型案例的分析对栏目进行整体研究。在理解文中相关概念的基础上较为全面的阐述了媒介融合对体育新闻传播的影响,主要体现在传播的渠道、范围、理念等几个方面。着重分析研究了栏目的特点,CCTV-5《体育新闻》栏目秉承了“立足中国,放眼世界”的宗旨,掌握着众多重大赛事的转播权,满足了不同受众的需求,拥有大量受众。栏目内容以播放竞技体育为主,群众体育的部分虽有涉及却微乎其微,在主持过程中注重展现人文情怀。目前建立了微博、微信公众号及央视体育APP,初步实现了与新媒体的合作尝试。通过对相关体育官方网站及CSM数据的分析,可以看出该栏目虽受到冲击,但仍具有较强的竞争力,收视率一直处于领先地位。研究发现媒介融合下栏目发展面临的主要问题有:第一,地方台与新媒体的挑战;第二,主持人体育专业知识相对欠缺;第三,技术短板影响传播效果;第四,内容同质化,创新不足;第五,品牌推广能力不足。针对以上问题,提出以下建议:一是创新栏目运营思维;二是提高新媒体技术的应用水平;三是树立品牌意识,提高影响力;四是栏目内容多元化发展;五是提升主持人综合素养。
[Abstract]:With the increasing strength and innovation of technology and the Internet economy in China, realize the diversification of sports development, sports news on demand grow with each passing day, are facing enormous challenges in the development of traditional media and new media, has created an unprecedented impact on the TV sports news program in china. In order to get better development, the sports news column must be actively innovating and developing. CCTV-5 sports news column, as the most authoritative, representative and influential sports news column in China, can make full use of its advantages in the fierce competition, constantly deepen the integration and take the road of sustainable development, which is of great significance for the development of columns. This paper takes the current status of columns under the media integration as the research object, in order to achieve further development as the research purpose. Through the collection and sorting of related data, the citation of related data and the analysis of typical cases, we do a whole research on the column. On the basis of understanding the related concepts, the influence of media convergence on sports news communication is comprehensively expounded, which is mainly reflected in several aspects, such as the channels, scope and concept of communication. Focusing on the analysis of the characteristics of the CCTV-5 column, "sports news" column adhering to the "based on China, have the whole world in view" tenet, hold numerous major events broadcast rights, meet the needs of different audiences, with a large audience. The main content of the column is to play athletic sports, while the part of the mass sports is negligible, and it pays attention to the display of humanistic feelings in the course of presiding. At present, micro-blog, WeChat public number and CCTV sports APP have been established, and a preliminary cooperation with new media has been preliminarily realized. Through the analysis of official website and CSM data, we can see that although the column is under attack, it still has strong competitiveness, and audience rating has always been in the leading position. The study found that media convergence problems under column development are: first, the local station and the challenge of new media; second, the relative lack of knowledge of the host professional sports; third, influence the communication effect of short board; fourth, lack of content homogeneity, innovation; fifth, brand promotion ability is insufficient. In view of the above problems, we put forward the following suggestions: first, innovate column operation thinking; two, improve the application level of new media technology; three, set up brand awareness and enhance influence; four, diversified development of column content; five, improve the comprehensive quality of the host.
【学位授予单位】：西安体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222;G80-05

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