本文選題：全媒體 + 校園足球��； 參考：《首都體育學(xué)院》2017年碩士論文

【摘要】：新媒體技術(shù)的發(fā)展日新月異,與傳統(tǒng)媒體相比帶來的優(yōu)勢是巨大的,如傳播速度快、信息海量、互動性強(qiáng)等。在新媒介的影響下,受眾的閱讀習(xí)慣與方式也發(fā)生了翻天覆地的變化,傾向于快節(jié)奏、無障礙、碎片化的快餐式閱讀。因此,校園足球賽事的報道要想取得更好的傳播效果,獲得更多的關(guān)注,必須結(jié)合新媒體和傳統(tǒng)媒體的優(yōu)勢,在全媒體視角下謀求發(fā)展之路。目前,關(guān)于校園足球的研究大多數(shù)停留在體育訓(xùn)練學(xué)的角度,對其在媒介視角下的研究少之甚少。本文將校園足球賽事報道置于全媒體語境下進(jìn)行研究,在理論和實踐方面都具有積極意義。主要運(yùn)用文獻(xiàn)資料法、邏輯分析法、案例分析法和內(nèi)容分析法,以北京市“百隊杯”足球賽報道為案例進(jìn)行內(nèi)容分析,得出統(tǒng)計數(shù)據(jù),在此基礎(chǔ)上探究其報道現(xiàn)狀及存在的問題與不足,提出在全媒體視角下校園足球賽事報道的策略分析。通過研究發(fā)現(xiàn),“百隊杯”報道結(jié)合了多種形式的報道,既包括《北京晚報》等傳統(tǒng)媒體的報道,也包括北晚新視覺網(wǎng)站、官方微博等新興媒體的報道,通過積極塑造品牌賽事形象、舉辦線上線下體驗活動等手段有效宣傳和推廣了“百隊杯”足球賽,同時也存在一些不足,如整體上報道力度不足、新媒體運(yùn)用不到位等。最終得出以下結(jié)論:校園足球的發(fā)展具有良好的政策與媒介環(huán)境,但其賽事報道仍過分依賴傳統(tǒng)媒體,無法打破傳統(tǒng)的思維與經(jīng)營模式,對新媒體渠道的利用率低下,媒介融合不夠充分。建議其創(chuàng)新報道模式有效獲取受眾注意力、深化媒介融合實現(xiàn)真正的融媒體報道、升華賽事內(nèi)涵打造品牌賽事。
[Abstract]:The development of new media technology is changing with each passing day. Compared with the traditional media, the advantages of new media are huge, such as fast transmission, massive information and strong interaction. Under the influence of the new media, the readers' reading habits and ways have also changed dramatically, which tend to fast pace, barrier free and fragmented fast food reading. Therefore, campus football In order to achieve better communication effects and gain more attention, it is necessary to combine the advantages of new media and traditional media to seek the road of development in the perspective of the whole media. At present, most of the research on campus football remains in the perspective of sports training. The report of ball games is studied in the context of the whole media. It has positive significance in both theory and practice. The main use of literature, logical analysis, case analysis and content analysis is to analyze the content of Beijing "100 Team Cup" football match report as a case, and to find out the statistical data on this basis. Through the research, it is found that the "100 Team Cup" report combines various forms of coverage, including the reports of the traditional media such as the Beijing evening news and other new media, such as the new vision website of the north and the evening, the official micro-blog and other new media. The image of the brand competition and the online offline experience are effectively propagate and popularize the "100 Team Cup" football match. At the same time, there are also some shortcomings, such as the lack of overall coverage and the lack of new media. Finally, the following conclusions are drawn: the development of campus football has a good policy and media environment, but its events are reported. The road is still too dependent on traditional media, can not break the traditional thinking and management mode, the utilization rate of new media channels is low, media integration is not enough. It is suggested that the innovative reporting mode can effectively obtain the audience's attention, deepen the media convergence to realize the real media coverage, and promote the connotation of the Chinese competition to create brand events.

【學(xué)位授予單位】：首都體育學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206

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本文編號：1776033