本文選題：傳播　切入點(diǎn)：騰訊網(wǎng)PC端　出處：《沈陽(yáng)體育學(xué)院》2017年碩士論文

【摘要】：近十年來(lái),隨著以互聯(lián)網(wǎng)為核心的網(wǎng)絡(luò)新媒體的普及與發(fā)展,我國(guó)在體育新聞傳播的方式和特點(diǎn)上發(fā)生了巨大的變化,開啟了網(wǎng)絡(luò)媒體技術(shù)的新時(shí)代。到2008年網(wǎng)絡(luò)門戶成為體育賽事傳播的主流媒體,2012年新聞客戶端涌起,以微博為首的社交媒體將體育賽事打造成“社交傳播”,2014年移動(dòng)終端為用戶帶來(lái)了“指尖上的體育賽事”,2016年“網(wǎng)絡(luò)直播”無(wú)疑是最赤手可熱的詞匯。技術(shù)上的革命帶來(lái)了體育賽事不同的傳播特點(diǎn)。騰訊網(wǎng)作為網(wǎng)絡(luò)媒體時(shí)代的弄潮兒,從5億元購(gòu)買NBA版權(quán)到1億元購(gòu)買奧運(yùn)新媒體版權(quán),其在行業(yè)發(fā)展中有著舉足輕重的地位。本論文以騰訊網(wǎng)PC端和新聞客戶端為研究對(duì)象,PC端和新聞客戶端二者存在緊密聯(lián)系,新聞客戶端又具有其鮮明特色。通過(guò)內(nèi)容分析法、專家訪談法等研究方法,從傳播主體、傳播內(nèi)容、傳播形式、用戶體驗(yàn)以及傳播效果等五個(gè)方面來(lái)研究騰訊網(wǎng)的傳播特征,嘗試發(fā)現(xiàn)其中存在的問題,并提出切實(shí)可行的建議與方法,為騰訊網(wǎng)在今后體育賽事乃至整個(gè)新聞報(bào)道中提供一定的參考和借鑒。通過(guò)研究發(fā)現(xiàn),騰訊網(wǎng)PC端和新聞客戶端在傳播主體上呈多元化色彩,注重原創(chuàng)內(nèi)容;傳播內(nèi)容上以賽事新聞為主,非賽事新聞形式多樣,原創(chuàng)自制視頻獨(dú)具風(fēng)格;傳播形式上突出對(duì)視頻、GIF動(dòng)圖的運(yùn)用,“內(nèi)容+社交+場(chǎng)景”最大程度上滿足用戶并提供良好的體驗(yàn),從評(píng)論量、轉(zhuǎn)發(fā)量中看出里約奧運(yùn)會(huì)期間騰訊網(wǎng)PC端取得了良好的傳播效果,但仍舊遜色于新聞客戶端。但也不可免的存在一些問題,如新聞把關(guān)力度不夠、企鵝直播無(wú)比賽現(xiàn)場(chǎng)畫面、自制節(jié)目同質(zhì)化嚴(yán)重、傳播內(nèi)容碎片化、娛樂化現(xiàn)象明顯以及個(gè)性化制定形成信息繭房等問題,針對(duì)問題也提出了一些建議,如多重把關(guān),構(gòu)建賽事監(jiān)管體系;多元化與差異性并存,提升節(jié)目深度;技術(shù)驅(qū)動(dòng)創(chuàng)新,在互動(dòng)體驗(yàn)中尋求突破;改變邏輯,破除繭房;重構(gòu)直播內(nèi)容生態(tài),構(gòu)建立體式傳播環(huán)境,逐漸舍棄PC端部分功能,在新聞客戶端發(fā)力等。
[Abstract]:In the past ten years, with the popularization and development of the new network media with the Internet as the core, great changes have taken place in the way and characteristics of sports news dissemination in our country, which has opened a new era of network media technology.By 2008, the web portal had become the mainstream media for sports events, and in 2012, news clients were flooding up.Social media, led by Weibo, has turned sports events into "social media," with mobile terminals bringing "sports events at the fingertips" to users in 2014, and "live webcast" in 2016 is no doubt the hottest word of all.The revolution in technology has brought about different characteristics of communication in sporting events.QQ.com, as a pioneer in the era of network media, has played an important role in the development of the industry, from 500 million yuan to 100 million yuan for buying NBA copyright to 100 million yuan for Olympic new media copyright.This paper takes QQ.com PC and news client as the research object, and news client has its distinct characteristics.By means of content analysis, expert interview and other research methods, from five aspects of communication subject, content, form, user experience and communication effect, this paper studies QQ.com 's communication characteristics, and tries to find out the existing problems.And put forward practical suggestions and methods for QQ.com in the future sports events and even the entire news report to provide certain reference and reference.It is found that QQ.com 's PC terminal and news client have diversified color on the main body of communication and pay attention to the original content, the main content of communication is the news of the event, the form of non-event news is various, and the original self-made video has its own style.The form of communication highlights the use of video GIF motifs, "content social scenes" to maximize the satisfaction of users and provide a good experience, from the number of comments,Transmission volume shows that QQ.com during the Rio Olympic Games achieved good communication results, but still inferior to the news client.However, there are some unavoidable problems, such as insufficient news gatekeeper, penguin live broadcast without live picture of the game, serious homogeneity of self-made programs, fragmentation of dissemination content, obvious entertainment phenomenon, and individualized development of information cocoon rooms, etc.Some suggestions are also put forward, such as multiple gateways, construction of competition supervision system, coexistence of diversity and difference, promotion of program depth, innovation driven by technology, seeking breakthrough in interactive experience, changing logic and breaking cocoon house;Reconstructing the ecology of direct broadcast content, constructing a three-dimensional communication environment, gradually abandoning some functions of PC, and launching power in news client.
【學(xué)位授予單位】：沈陽(yáng)體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206;G811.21

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