本文選題：新浪體育 + 微博��； 參考：《沈陽體育學院》2017年碩士論文

【摘要】：伴隨著社會的發(fā)展,科學技術(shù)日益革新,影響著社會生活的方方面面,進入21世紀以后互聯(lián)網(wǎng)技術(shù)的發(fā)展更是迅猛,在此基礎(chǔ)上發(fā)展而來的新媒體持續(xù)壯大,不斷的沖擊著傳統(tǒng)媒體的發(fā)展。微博是最近幾年才發(fā)展起來的新興網(wǎng)絡媒體,作為新興媒體由于其自身的特性改變著廣大受眾獲取新聞信息的方式。體育微博是微博的重要組成部分,也正是由于微博自身的草根性、即時性、互動性等特點,對體育新聞的傳播起到不小的推動作用,體育微博也逐漸成為體育新聞傳播的主要形式。本文主要運用文獻資料法、內(nèi)容分析法等研究方法,以新浪體育2016年里約奧運會官方微博的報道內(nèi)容為研究對象,微博文本時間選取為該大型賽事開閉幕式期間,以里約奧運會期間官方微博發(fā)布的全部新聞為研究樣本,以拉斯韋爾的5W模式作為內(nèi)容分析框架,從傳播主體、傳播內(nèi)容、傳播形式、傳播渠道、傳播效果等五個方面,分析新浪微博在大型體育賽事中的傳播現(xiàn)狀與特點,存在的問題,解決問題的方法及對策,并在此基礎(chǔ)上展望體育微博未來發(fā)展態(tài)勢。通過分析,筆者認為新浪體育微博奧運會期間的新聞傳播現(xiàn)狀與特點為:傳播主體官方微博發(fā)布為主,轉(zhuǎn)發(fā)為輔;信息內(nèi)容多元化;信息組合形式多樣化;傳播渠道雙平臺共享;微博宣傳的影響力巨大等。但同時新浪體育微博在傳播過程中存在一些問題,如把關(guān)人缺失,盲目追求速度,權(quán)威性不足;內(nèi)容同質(zhì)化,缺乏深度報道,公信力不夠;過度碎片化,信息內(nèi)容松散;網(wǎng)絡語言暴力等。綜上筆者認為,針對困境提出的對策為提升新聞專業(yè)性,增加深度報道;增強體育微博的輿論引導功能;加強網(wǎng)絡法制建設(shè)和監(jiān)管;提升用戶素質(zhì)。
[Abstract]:With the development of society, science and technology are innovating day by day, which affects all aspects of social life. After entering the 21st century, the development of Internet technology is more and more swift and violent. Constant impact on the development of traditional media. Weibo is a new network media which has been developed in recent years. As a new media, it has changed the way that the audiences get news information because of its own characteristics. Sports Weibo is an important part of Weibo. It is precisely because of the characteristics of Weibo itself, such as grass root, immediacy and interactivity, that it plays an important role in promoting the spread of sports news. Sports Weibo has gradually become the main form of sports news dissemination. This article mainly uses the literature method, the content analysis method and so on research method, takes the Sina Sports 2016 Rio Olympic Games official Weibo report content as the research object, the Weibo text time selects as the large-scale competition opening and closing ceremony, Taking all the news released by the official Weibo during the Rio Olympics as a research sample, and taking Raswell's 5W model as the framework of content analysis, from five aspects: the main body, the content, the form, the channel and the effect of the communication, This paper analyzes the present situation and characteristics of Sina Weibo in large-scale sports events, the existing problems, the methods and countermeasures to solve the problems, and looks forward to the future development situation of sports Weibo on this basis. Based on the analysis, the author thinks that the present situation and characteristics of news dissemination during the Weibo Olympic Games of Sina Sports are as follows: the main body of communication is official Weibo release, the second is forwarding, the content of information is diversified, the form of information combination is diversified; The communication channel two-platform sharing; the Weibo propaganda influence is enormous and so on. But at the same time there are some problems in the dissemination of Sina Sports Weibo, such as lack of gatekeepers, blind pursuit of speed, lack of authority, homogeneity of content, lack of in-depth report, lack of credibility, excessive fragmentation, loose information content; Network language violence and so on. In summary, the author thinks that the countermeasures to solve the difficulties are to enhance the professionalism of journalism and increase the depth of reporting; to strengthen the function of public opinion guidance of sports Weibo; to strengthen the construction and supervision of network legal system; and to improve the quality of users.
【學位授予單位】：沈陽體育學院
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G811.21;G212

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