【摘要】：21世紀(jì)是技術(shù)革新的時(shí)代,新技術(shù)改變了人類生活的方方面面,尤其在媒體傳播層面,新媒體的移動(dòng)化趨勢(shì)日益明顯。同時(shí),以2G、3G、4G網(wǎng)絡(luò)的更替以及智能手機(jī)的更新?lián)Q代為節(jié)點(diǎn),“微傳播”這種新型傳播方式橫空出世,僅僅幾年時(shí)間便席卷全球數(shù)億用戶,且呈現(xiàn)持續(xù)穩(wěn)定上升的態(tài)勢(shì)。作為一種新的傳播形式,微傳播在體育新聞傳播領(lǐng)域同樣展現(xiàn)出強(qiáng)大的生命力,催發(fā)了體育傳播領(lǐng)域眾多的微現(xiàn)象和微效應(yīng)。本文以我國(guó)綜合門戶網(wǎng)站里約奧運(yùn)會(huì)期間的“微傳播”活動(dòng)為研究對(duì)象,采用文獻(xiàn)資料法、內(nèi)容分析法、比較分析法這三種主要研究方法,探究現(xiàn)階段我國(guó)綜合門戶網(wǎng)站在奧運(yùn)“微傳播”過程中呈現(xiàn)出的特點(diǎn)、發(fā)展困境及解決方案,以期為未來其它大型體育賽事“微傳播”的發(fā)展提供借鑒。研究認(rèn)為,目前我國(guó)綜合門戶網(wǎng)站在奧運(yùn)“微傳播”活動(dòng)中呈現(xiàn)出以下特點(diǎn):傳播主體方面,內(nèi)容中有相當(dāng)大的一部分是由用戶生成,在“微傳播”時(shí)代人人都是傳者;傳播內(nèi)容方面,用戶開始自立門戶進(jìn)行傳播,傳播活動(dòng)呈現(xiàn)去中心化特點(diǎn);傳播形式方面,新型傳播形式出現(xiàn),特色板塊革新,創(chuàng)意H5風(fēng)靡;用戶體驗(yàn)方面,用戶間分享互動(dòng)頻繁,裂變式傳播明顯;傳播效果上,鏈?zhǔn)絺鞑U(kuò)大了傳播影響,娛樂新聞關(guān)注度較其它新聞更高。同時(shí),研究還發(fā)現(xiàn),現(xiàn)階段我國(guó)綜合門戶網(wǎng)站在“微傳播”活動(dòng)中存在的幾點(diǎn)問題:傳播主體局限,不利于共享微傳播紅利;傳播內(nèi)容過度娛樂化,已經(jīng)偏離了賽事服務(wù)正軌;個(gè)性化定制及垂直瀏覽模式窄化用戶視閾;版權(quán)困窘及硬件技術(shù)阻滯微傳播發(fā)展,等等。針對(duì)未來我國(guó)綜合門戶網(wǎng)站體育賽事“微傳播”實(shí)踐活動(dòng)的發(fā)展,研究建議:在傳播主體上,實(shí)現(xiàn)整合營(yíng)銷與傳播活動(dòng)合作共贏;傳播內(nèi)容上,應(yīng)重提新聞專業(yè)主義糾正過度娛樂化;用戶體驗(yàn)上,增強(qiáng)內(nèi)容互動(dòng)與整合,拓寬用戶視野;傳播環(huán)境上,應(yīng)依靠新技術(shù)不斷更迭,逐漸優(yōu)化升級(jí)用戶體驗(yàn)。
[Abstract]:The 21st century is the era of technological innovation, new technology has changed all aspects of human life, especially in the media communication, the trend of new media mobility is becoming increasingly obvious. At the same time, with the replacement of 2G / 3GN 4G network and the upgrading of smart phone, "microcommunication", a new mode of communication, has been emerging in a few years, sweeping hundreds of millions of users around the world, and showing a trend of steady and steady rise. As a new form of communication, micro-communication also shows strong vitality in the field of sports news communication, prompting numerous micro-phenomena and micro-effects in the field of sports communication. This paper takes the "microcommunication" activity during the Rio Olympic Games as the research object, adopts the literature method, the content analysis method, the comparative analysis method these three main research methods. This paper probes into the characteristics, difficulties and solutions of the comprehensive portal websites in the process of "microcommunication" in the Olympic Games at the present stage, in order to provide reference for the development of "micro-communication" in other large-scale sports events in the future. At present, the author thinks that the comprehensive portal of our country has the following characteristics in the Olympic "microcommunication" activities: in the main body of communication, a considerable part of the content is generated by the user, and everyone is the communicator in the era of "microcommunication"; In the aspect of communication content, the user starts to set up his own portal for communication, and the communication activities show the characteristics of decentralization; the form of communication, the emergence of new forms of communication, the innovation of characteristic plates, the popularity of creative H5; the aspect of user experience, Users share frequently, fission communication is obvious; in communication effect, chain communication expands the influence of communication, entertainment news attention is higher than other news. At the same time, the study also finds that there are several problems existing in the activities of "microcommunication" in our country's integrated portal at present: the limitation of communication subject is not conducive to sharing micro-communication dividend, the excessive entertainment of communication content has deviated from the track of event service; Personalized customization and vertical viewing mode narrow user view; copyright constraints and hardware technology block the development of microcommunication, and so on. In view of the future development of the "microcommunication" practice of sports events on our country's comprehensive portal website, the research suggests that: on the subject of communication, the cooperation between integrated marketing and communication activities can be realized altogether, and the content of communication should be improved. It should be mentioned again that journalism professionalism should correct excessive entertainment; in user experience, the interaction and integration of content should be enhanced, and user vision should be broadened; in the communication environment, new technologies should be relied on to constantly change and gradually optimize and upgrade user experience.
【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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本文編號(hào)：2130070