电视体育受众收视动机和收视行为探析  

Dissection of the viewing motives and viewing behaviors of the audience of sports TV channels

作　　者：刘鸥[1] 

机构地区：[1]湖南城市学院体育系,湖南益阳413000

出　　处：《体育学刊》2008年第6期26-28,共3页Journal of Physical Education

摘　　要：运用深度访谈法对受众选择体育频道的动机和行为进行研究。电视受众在收看电视节目时经过功能诉求、媒介投射、节目偏好、受众阈值等变项选择,过滤电视节目,从而主动选择体育频道。频道选择的觉知、媒介场域的干预、自我形象的建构等对受众在收视体育频道时的行为特征和文化特征产生了巨大影响。By means of in-depth interview, the author studied the sports channel selecting motives and viewing behaviors of the audience, primarily probed into how the audience initiatively select a sports channel by filtering TV programs via the selection of such options as functional need, medium projection, program preference and audience threshold when viewing TV programs, and revealed that the awareness of channel selection, the intervention of medium domain and the construction of self-image have produced a tremendous influence on the behavioral characteristics and cultural characteristics of the audience at selecting a sports channel.

关 键 词：体育频道 电视受众 收视动机 收视行为 

分 类 号：G80[文化科学—运动人体科学]