乒乓球运动传媒路径分析与整体化传播战略  

Table Tennis Sports Media Communication Path Analysis and Integration Strategy

作　　者：李颖[1] 叶明辉[2] 

机构地区：[1]河北师范大学体育学院,河北石家庄050024 [2]河北经贸大学体育部,河北石家庄050061

出　　处：《河北学刊》2014年第5期250-252,共3页Hebei Academic Journal

基　　金：2013年度河北省科学技术厅软科学计划项目<提升河北省体育产业竞争力的战略研究>(13455705D)

摘　　要：从传播学的视角看,乒乓球运动风靡世界的传播路径主要为人际与组织传播、电影和电视媒体传播、网络媒介传播、报刊杂志传播、广播媒体传播等。在实施乒乓球运动的整体化传播战略中,应学习借鉴先进的传播理念,整合乒乓球运动传播的现有资源,最大化地发挥不同的传播路径功能,以适应新时期科学技术带来的技术革命变化和大众信息需求,充分展现乒乓球运动的内在魅力。From the perspective of Communication Studies,analysis the path of the wide spread of table tennis through the world. The main ways are: interpersonal and organizational communication,film and television media communication,network media communication,newspaper and magazine media communication,broadcast media communication and so on. The paper proposes the holistic communication strategy of table tennis,holding that we should learn from the advanced communication concepts and integrate the existing resources of table tennis communication which could maximize this function of the different media paths,for adapting to the public information requirements and changes in the technological revolution brought by science and technology in new era,at the same time,fully demonstrating the inherent charm of table tennis.

关 键 词：体育传播学 乒乓球运动 大众传媒 应对策略 

分 类 号：G846[文化科学—体育训练]