發(fā)布時間：2018-04-29 10:01

  本文選題：新媒體 + 業(yè)余賽事　； 參考：《西安體育學(xué)院》2017年碩士論文

【摘要】：新媒體時代,傳媒日新月異,不論是傳播內(nèi)容還是傳播形式,傳播者與受眾的界限被打破,受眾地位大幅提高,大眾的喜好、聲音有機(jī)會得到傾聽,摸清受眾的喜好、口味成了新媒體時代的生存之道,自媒體空前繁榮起來,傳播內(nèi)容紛繁、創(chuàng)新方式層出不窮,讓新聞傳播來到一個新階段。作為新聞當(dāng)中重要分支,體育無疑受到新媒體的強(qiáng)烈沖擊,呈現(xiàn)出緊跟潮流的傳播面貌。恰逢全民健身在這個時候被提出來,群眾體育在國家層面開始得到重視。一方面,職業(yè)體育的新媒體傳播早已成熟并擁有大批受眾,具有一套實際運用行之有效的傳播手段;一方面全民健身的提出已有數(shù)年,各地火熱開展業(yè)余賽事的同時,新媒體也在對其起著推波助瀾的擴(kuò)散作用。業(yè)余賽事的傳播將更有賴于新媒體,賽事傳播者將如何運用新媒體及其豐富靈活的手段方式吸引受眾,達(dá)到宣傳自身推動全民健身體育產(chǎn)業(yè)目標(biāo),獲得經(jīng)濟(jì)與文化雙豐收,成了本文的主要研究內(nèi)容。本文通過新媒體傳播業(yè)余賽事的研究,運用文獻(xiàn)資料法、案例分析法、問卷調(diào)查法、邏輯分析法,對新媒體的業(yè)余體育賽事傳播進(jìn)行分析和探討,得出了以下研究結(jié)論:(1)新媒體的功能特性與業(yè)余賽事傳播中受眾的需求十分契合,新媒體已成為業(yè)余體育賽事傳播的主流,比傳統(tǒng)媒體更符合時代需要。(2)全民健身體育產(chǎn)業(yè)政策下的業(yè)余賽事開展火熱,結(jié)合舉辦地特色如景區(qū)、特產(chǎn)、傳統(tǒng)文化等對賽事進(jìn)行傳播,對相關(guān)產(chǎn)業(yè)拉動明顯。新媒體中融入傳統(tǒng)媒體的專業(yè)化報道,會帶來更好傳播效果。(3)新媒體對業(yè)余賽事的報道量及報道形式不夠豐富,對新媒體形式多樣的傳播特性利用不足。為實現(xiàn)賽事傳播內(nèi)容、方式、風(fēng)格的多樣化,相關(guān)新聞從業(yè)人員應(yīng)具有多方面的知識與技能。體育產(chǎn)業(yè)風(fēng)潮下,業(yè)余體育賽事傳播應(yīng)有賽事贊助、營銷意識,在傳播中融入營銷。(4)新媒體時代,受眾自我展現(xiàn)心理、群體認(rèn)同感、價值感來到空前高度,體育受人們關(guān)注程度較高,且關(guān)注媒介以新媒體為主,但用戶對新媒體提供的業(yè)余賽事內(nèi)容不夠滿意。新媒體的受眾群體年齡分布較為單一,多集中在20歲以下的學(xué)生人群,其次是20-40歲大學(xué)生及社會人群。建議加強(qiáng)對中老年受眾群體的開發(fā)力度。
[Abstract]:In the era of new media, the media are changing with each passing day. Whether it is the content or the form of communication, the boundary between the communicator and the audience has been broken, the status of the audience has been greatly improved, and the public's preferences and voices have had the opportunity to be heard, to find out the audience's preferences. Taste has become the survival of the new media era, since the unprecedented prosperity of the media, the spread of numerous content, innovative ways emerge in endlessly, so that news dissemination to a new stage. As an important branch of news, sports is undoubtedly strongly impacted by the new media. Just when the national fitness was proposed at this time, mass sports at the national level began to be valued. On the one hand, the new media dissemination of professional sports has long been mature and has a large audience, with a set of practical and effective means of communication; on the other hand, the national fitness has been put forward for several years, while amateur events are being carried out in various places. New media is also playing a role in promoting its diffusion. The spread of amateur events will depend more on new media. How will event communicators use new media and their rich and flexible means to attract audiences, and achieve the goal of promoting their own fitness and sports industry for all, so as to achieve a bumper economic and cultural harvest? Has become the main research content of this paper. Through the study of amateur sports events spread by new media, this paper analyzes and discusses the spread of amateur sports events in new media by using the methods of literature, case analysis, questionnaire investigation and logic analysis. The following conclusions are drawn: 1) the functional characteristics of the new media are in line with the needs of the audience in amateur sports events, and the new media has become the mainstream of amateur sports events communication. Compared with the traditional media, it meets the needs of the times. 2) the amateur sports events under the policy of national fitness sports industry are hot, combined with the characteristics of the host areas such as scenic spots, specialty products, traditional culture, etc. The professional reporting of new media will bring better communication effect.) the amount and form of new media reports on amateur events are not rich enough, and the new media forms of various communication characteristics are not enough to make use of. In order to achieve the diversity of the content, way and style, the relevant journalists should have a variety of knowledge and skills. Under the sports industry tide, the amateur sports event dissemination should have the event sponsorship, the marketing consciousness, melts into the marketing. 4) the new media age, the audience self-display psychology, the group identity, the value sense arrives unprecedented high, People pay more attention to sports and pay more attention to the new media, but the users are not satisfied with the amateur content provided by the new media. The age distribution of the new media audience group is relatively single, mostly concentrated in the students under 20 years old, followed by 20-40 years old college students and social groups. It is suggested that the development of the middle-aged and aged audience groups should be strengthened.
【學(xué)位授予單位】：西安體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206;G80-05

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