体育赛事电视转播的受众收视动机分析  

Research on Television Sports Broadcasting Viewer's Motivations

作　　者：魏伟[1] 

机构地区：[1]成都体育学院新闻系,四川成都610041

出　　处：《北京体育大学学报》2011年第5期26-29,77,共5页Journal of Beijing Sport University

摘　　要：采用文献资料法和逻辑分析法,以2010年温哥华冬奥会和南非世界杯的电视转播为例,对体育赛事电视转播受众的收视动机进行分析。在强制式解读和协调式解读的语境下,受众的收视动机主要可以分为情感动机、认知动机、行为与社会动机三大类。在对抗式解读的语境下,受众还有相应的收视动机。Documentary and logical methodologies are applied to analyze the viewer＇s motivations of television sports broadcasting,as examples of 2010 Vancouver Winter Olympic Games and FIFA World Cup South Africa broadcasting.Under contexts of dominant and negotiated reading,three categories,namely emotional,cognitive,behavioral and social motivations are included.Under context of oppositional reading,some other motivations involve accordingly.

关 键 词：电视体育转播 受众 收视动机 

分 类 号：G80-05[文化科学—运动人体科学]