本文選題：門(mén)戶(hù)網(wǎng)站 + 里約奧運(yùn)會(huì)��； 參考：《沈陽(yáng)體育學(xué)院》2017年碩士論文

【摘要】：隨著移動(dòng)互聯(lián)網(wǎng)技術(shù)的迅速崛起及新媒體時(shí)代的到來(lái),使得體育新聞傳播渠道由PC端向APP端靠攏。以微信為代表的新媒體APP也逐漸成為體育賽事新聞傳播的主要途徑之一。門(mén)戶(hù)網(wǎng)站為尋求自身的可持續(xù)發(fā)展,以大型體育賽事為契機(jī),與微信聯(lián)合以期利益最大化。因此,本論文以2016年里約奧運(yùn)會(huì)為契機(jī),新浪、騰訊、搜狐和網(wǎng)易四大門(mén)戶(hù)網(wǎng)站微信新聞報(bào)道為主要研究?jī)?nèi)容,運(yùn)用內(nèi)容分析法、比較分析法等研究方法,通過(guò)對(duì)門(mén)戶(hù)網(wǎng)站里約奧運(yùn)會(huì)微信新聞傳播發(fā)展的現(xiàn)狀、遇到的困境及發(fā)展變革路徑的深度解析,達(dá)到對(duì)門(mén)戶(hù)網(wǎng)站大型體育賽事新聞傳播發(fā)展起到參考的目的。門(mén)戶(hù)網(wǎng)站里約奧運(yùn)會(huì)微信傳播應(yīng)用現(xiàn)況:傳播主體分為原創(chuàng)和轉(zhuǎn)載,其中原創(chuàng)占主體;傳播內(nèi)容分為賽事新聞、非賽事新聞、賽事活動(dòng)、其他(數(shù)據(jù)新聞),其中非賽事新聞?wù)贾黧w,娛樂(lè)性強(qiáng);傳播形式分為視覺(jué)符號(hào)和界面設(shè)計(jì),視覺(jué)符號(hào)以單一的為主,界面設(shè)計(jì)參差不齊;用戶(hù)體驗(yàn):分享互動(dòng)和個(gè)性定制豐富多彩;傳播效果:活躍度和關(guān)注度差異顯著,新浪較好。通過(guò)現(xiàn)狀的分析,得出門(mén)戶(hù)網(wǎng)站里約奧運(yùn)會(huì)微信傳播的困境:傳播主體層面,微信新聞傳播主體的多元化導(dǎo)致把關(guān)的弱化或缺失,以及賽事的版權(quán)問(wèn)題;傳播內(nèi)容傾斜嚴(yán)重,過(guò)于娛樂(lè)化,同時(shí)內(nèi)容同質(zhì)化現(xiàn)象較為突出,項(xiàng)目結(jié)構(gòu)失衡;傳播形式層面,傳播手段單一降低受眾閱讀體驗(yàn),以及界面設(shè)計(jì)創(chuàng)新不足;傳播效果層面,受眾的互動(dòng)乏力、競(jìng)爭(zhēng)不足影響傳播效果。針對(duì)困境提出門(mén)戶(hù)網(wǎng)站奧運(yùn)會(huì)微信新聞傳播的變革路徑:傳播主體層面,構(gòu)建多重監(jiān)管體系進(jìn)行多重把關(guān),以及版權(quán)分銷(xiāo)與自制短視頻同時(shí)進(jìn)行;傳播內(nèi)容層面,傳播內(nèi)容要精準(zhǔn)來(lái)提高新聞質(zhì)量,同時(shí)要革新傳統(tǒng)理念尋求特色;傳播形式層面,傳播手段要多樣化,創(chuàng)新界面設(shè)計(jì)來(lái)吸引受眾;傳播效果層面,加強(qiáng)互動(dòng)和反饋來(lái)提升競(jìng)爭(zhēng)力。
[Abstract]:With the rapid rise of mobile Internet technology and the arrival of new media era, sports news communication channels from PC to app. The new media app represented by WeChat has gradually become one of the main ways to spread news of sports events. In order to seek its own sustainable development, the portal website combines with WeChat to maximize the benefits. Therefore, this paper takes the 2016 Rio Olympic Games as the opportunity, Sina, Tencent, Sohu and NetEase four portals WeChat news reports as the main research content, using content analysis, comparative analysis and other research methods. Through the analysis of the current situation of the news dissemination of the portal website of the Rio Olympic Games WeChat, the difficulties encountered and the path of development and transformation, the purpose of this paper is to provide a reference for the development of news dissemination of large-scale sports events on the portal site. Current status of WeChat Communication Application in the Rio Olympic Games: the main body of communication is original and reprinted, and the content of communication is divided into event news, non-event news, event activity, Other (data news, in which non-event news is the main body, entertainment is strong; communication forms are divided into visual symbols and interface design, visual symbols are single, interface design is uneven; User experience: sharing interaction and personality customization rich and colorful; Communication effect: significant difference in activity and attention, Sina is better. Through the analysis of the present situation, we can get the plight of the communication of WeChat in Rio Olympic Games: the main body of communication, the diversification of the main body of WeChat news communication leads to the weakening or missing of the gateways, and the copyright of the competition, and the content of communication is inclined seriously. Too much entertainment, at the same time the content homogenization phenomenon is more prominent, the project structure imbalance; communication form level, communication means to reduce the audience reading experience, and interface design innovation is insufficient; communication effect level, audience interaction is weak, Lack of competition affects the effect of communication. In view of the plight of the portal Olympic Games WeChat news transmission reform path: the main level of communication, building a multi-level regulatory system to carry out multiple gateways, and copyright distribution and homemade short video at the same time; spread content level, The content of communication should be accurate to improve the quality of news, at the same time, the traditional idea should be innovated to seek its own characteristics; at the level of communication form, the means of communication should be diversified, and the design of interface should be innovated to attract the audience. Enhance interaction and feedback to enhance competitiveness.
【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(lèi)號(hào)】：G206;G811.21

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